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Web Analytics: Data Redefining Website Call Conversions in 2016

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Web Analytics: Data Redefining Website Call Conversions in 2016

Numbers are a business person’s best friend. If you aren’t convinced yet, perhaps statistics by the Economist Intelligence Unit will do the trick. It appears 60% of professionals believe data generates revenue within their companies and 83% feel that data increases profitability for existing services and products (source: Forbes).

Closely related to CRM strategies which include website phone call tracking, a recent survey on Statista shows that industries with the worst customer service are government offices, telecommunications, health care, utilities, insurance, airlines and retail. With each industry offering customers the possibility of phone calls directly from their website, let us address the importance of data and tools of trade for website call tracking. Welcome to 2016, quarter two.

Industry worst customer service

    Redefining Success in Online Business

    There are probably a thousand things an online business needs in order to become successful. However I have found these three to determine the actual success rate more than anything:

    1. Strong community management, both online and offline. With relationships being built on a H2H level (human to human), community management has a proven track of not just growing the social media channels, but also significantly contributing to the actual business growth.
    2. Conversion tests and experiments/trials using your business channels. In many ways, it makes sense why marketing and sales complete one another: if your marketing efforts convert into more business and sales, then your strategy proves successful. In an article on Hubspot, marketing and sales align with one another, the result being an increase in lead generation.
    3. Custom web data reports. Data of any kind is a must if you plan on building a sustainable business, both online and offline. Custom data is the key to understanding user behavior and what happens before and after the decision making process.

    Analyze customer and web data, and create custom reports that include relevant findings. These practices can make the difference in knowing what your audience wants, how they get the product/service they want and if there is any follow-up. Check below how a custom report looks, courtesy of Nextiva Analytics.

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    custom report nextiva

      Tools to Monitor Website Phone Call Conversions

      Following Google’s new implementations which now allow tracking phone calls with Google Analytics (GA), companies using call centers as part of their CRM strategies can start seeing better actual sales conversions. The process is quite simple to implement: add the GA code to your website and then set up Events and Goals (free) or an integration software (paid) to track phone calls from your website.

      Overview of Nextiva Analytics

      Nextiva Analytics launched in March as a “disruptive new reporting and analytics tool which integrates Nextiva’s Next OS platform”.

      “Up until recently, businesses using call centers as part of the customer support experience were only able to run in-depth reports, but now companies can gain unprecedented visibility for quick and informed decisions…Stakeholders can now ‘View, Analyze, and Act’ like never before, and get exponentially more value out of the platform,” says CEO Tomas Gorny.

      The tool offers more than 225 report combinations and “sky is the limit” ways to analyze real-time data, as well as historical data in the form of modern graphs or traditional tables.

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      Key Features

      Nextiva comes with a user-friendly interface, allowing any tech or non-tech savvy individual to create and analyze reports. A summary report offers a snapshot for call activity independent of time and dates.

      Account Summary Nextiva

        Call group reports are also available and offer the option of analyzing data for a specific target group (i.e. company employees), with the purpose of a deeper understanding in terms of business needs.

        Call Group Nextiva

          Custom reports and custom dashboards can be tailored to custom business needs, while reports always in-demand are easy to view and access.

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          Custom Dashboard Nextiva

            In order to empower agile decision-making processes, the wallboards allow transparency and displays of critical information for the business.

            Wallboards Nextiva

              The Gamification option can be used to motivate performance and increase engagement among operation teams. 

              Gamification Nextiva

                Last but not least, businesses can turn data into call-to-actions for competitive advantages, long-term goals, KPIs and predictions of future success rates.

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                Trend Analysis Nextiva

                  “As a data-driven company, we understand the importance of data for deep business insight and agile decision-making,” adds Gorny. More information and how-to’s can be found on their webinar resources page.

                  Takeaways

                  Keeping in mind the trends, the demands, and the solutions out there, how prepared do you see your own company in embracing the web analytics of tomorrow? Remember, even if your company is traditional, it doesn’t mean your marketing and sales strategies should be old fashioned. Trend them up by studying your audiences, your customers and creating an ideal environment for your employees and clients. Don’t let the small details out of your sight; they might define the success of your business. Online and offline.

                  Featured photo credit: Walter Pro via flickr.com

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                  Can Technology have Biases Like Humans?

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                  Can Technology have Biases Like Humans?

                  Technology has taken a vantage leap in providing solutions for man. Before now, technology used to appear complex and would require a great deal of expertise to handle solutions available. Today, we have technology applicable in the simplest human activities as smart products with intelligent algorithms powering them as they make error-free judgments and provide intelligent and analytic solutions.

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                  This article from Credit Suisse, tells us that technology does not have all the answers because it has been found to exhibit “similar biases,” as humans. No one can discredit the impact of technology, but it is not totally free of human input and this is the reason we experience these biases in many areas we have technology holding foot.

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                  Creating technological solutions transparently

                  This article suggests that the process of creating technological solutions be made transparent and subject to contribution from many people who would end up as users of the product – male, female, young, old, learned, unlearned and all other preferences as we have them. It also underscores the importance of having women on product development teams. This approach is not sure to eliminate all forms of bias, but it is a good way to start in order to appraise the full benefits of technology.

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                  Technology as the connecting tool

                  Technology so far has been a major connecting tool amongst us humans. It is used and appreciated by all regardless of race, language and sex. In order to keep it less subjective to these arguments about human biases. I believe we should gather opinions on products and solutions before making them available to the public. This could be done by gathering input from intended target users and receiving feedback across the stages of production.

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                  “Recognizing the problem is a start…success will depend on inclusive technologies that meet this vast untapped market.” This cannot be more apt especially at a time when we look up to technology for solutions. We should not muzzle our progress with technology by battling algorithm bias. The first way to avoid this battle is by reading this article here.

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