data evolved: rethinking testing with call intelligence

Data Evolved: Rethinking Testing with Call Intelligence

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Jenna FabinoSr. Customer Success Manager

Amy AndrianoProduct Experience Manager

INVOCA MODERATORS

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Ian Bell Marketing Systems & Analytics Manager

INDUSTRY EXPERTS

Josh GruppMarketing Web Developer

Rebecca KaplanVP Digital Marketing

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TESTING: WHAT’S THE POINT?

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• Optimize conversion specific channels• Increase revenue by keyword• Business Transformed by Call Data

TESTING: WHAT’S THE POINT

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• 100% growth as a result of Testing• Imperative part of our Marketing Process • Calls elevated results for testing

TESTING: WHAT’S THE POINT

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• Understand immediate value in selling products bundled

• Low effort quick wins drive huge value (x% increase)

• New, dedicated testing manager center point of marketing ecosystem

TESTING: WHAT’S THE POINT

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MEMOIRS FROM THE FRONT LINE:BUSINESS CHANGES FROM TESTS

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• Data for clients indicating effectiveness of ads

• Optimize based on attribution data

• Improve mobile conversions

BUSINESS CHANGES FROM TESTS

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Form Response Rate Lift -14.34%

Call Response Rate Lift 37.89%

A BBUSINESS CHANGES FROM TESTS

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• Drive more calls using two different phone numbers

• Add more call-to-actions

Single Product Bundled ProductBUSINESS CHANGES FROM TESTS

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PUTTING THE PIECES TOGETHER:KEYS FOR AN AFFECTIVE TEST

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KEYS FOR AN AFFECTIVE TEST

• Prep Work Is Important• Gain consensus on success factors with client

beforehand• Define and Prioritize outcomes and goals

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• Integrate testing into your marketing process

• Leverage MarTech to improve analysis process

KEYS FOR AN AFFECTIVE TEST

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KEYS FOR AN AFFECTIVE TEST

• Testing is a Team Sport• Company-wide participation• Run multiple tests at once

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OK, NOW WHAT?TACTICAL TAKEAWAYS

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• Successful tests don’t require access to website

• Money talks - tie revenue to testing outcomes

TACTICAL TAKEAWAYS

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TACTICAL TAKEAWAYS

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TACTICAL TAKEAWAYS

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• Collaboration is key

• Define and agree on success metrics before building out a test

TACTICAL TAKEAWAYS

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Ian Bell Marketing Systems & Analytics Manager

Q&A

Josh GruppMarketing Web Developer

Rebecca KaplanVP Digital Marketing