path to purchase

Get Your Message In Front Of 78% More Leads

Product Title?Get Your Message In Front

Of 78% More Leads

Product Title? Optimize TargetingExpedite Sales ProcessImprove Customer Experience

Streamline the Path to Purchase with Call Analytics

As more and more shoppers turn to online resources to research products and eventually buy them, the typical linear understanding of the path to purchase has become obsolete. Instead, the funnel has transformed into a circular process, and conversations with customers have fragmented into hundreds of brief contacts across many devices - often called micro-moments. Each phase now encompasses a range of activities and opportunities to impact customers’ decisions and preferences.

The Mobile Phone Shapes Customer Behavior While online shopping has been given credit for this shift in consumer behavior, the mobile phone plays a crucial role in shaping behavior, making the transition from researching online to phoning a business seamless and fluid. By understanding the role of phone calls in all phases, you can make effective use of call tracking data to streamline the customer’s path to purchase.

www.telmetrics.com1. 844 . 201 . 6354

Inspiration

Dreaming about a product, brand or service.1

1/3 of customers want to be able to

phone a business in the inspiration phase.2

Exploration

Active looking and researching

52% of customers value phoning a business during

the research phase.3

Purchase

The purchase phase also includes customer

satisfaction.40% of customers frequently call a business when they are ready to make a purchase.4

Engage

Customers are sharing their experience.

40% of customers still believe it is important to call a business in

post-purchase phase.5

Streamline the Conversion Process

Inspire Customers to Call

Before the customer even begins to actively search for a product or service, they realize they have an interest, desire, or need for a product or service.

Whether they begin their search online at that time or in one of the later phases, your job is to create awareness about your product or service. Including a phone number on your online advertising is still a crucial way to reach potential customers at all phases of the buying cycle.

30% of consumers value the ability to phone a business during the inspiration phase across all verticals.6 However, this stage is particularly crucial for local services. 42% of customers value the ability to call professional local services3 during the inspiration phase and 37% for home services.7 A phone number on your digital ad will also increase your click through rate by 8%.8

Viable leads are generated during each phase of the buying process and you risk losing them to competitors without a proper marketing strategy to attract, compel and track these leads.

Telmetrics call tracking and analytics solutions help you to target these customers with the right message at each stage of their purchase journey and steer them into purchasing with you.


Use Local Numbers To Help Customers Explore

In the exploration and purchase phases, a visible phone number on digital advertising takes on additional importance. Over 50% of customers will be more likely to explore other brands, if they don’t see a phone number.9 With Telmetrics’ call tracking numbers, you can include a prominent local number on your digital advertising, and set customers on the path to purchase your service or product.


Area Code RoutingCalls are routed to the closest

or most suitable advertiser location based on the area

code or exchange within the caller’s ID (CLID).

Geo-routingWith a keypress, callers are

directed to the store matching their zip or postal code.

Caller SegmentationA message asks callers

to indicate their preferred destination with a keypress. Press one for “Sales,” two for

“Service” and so on.

Intelligent Lead Routing Improves Conversion Rate

Once a customer phones, Telmetrics Intelligent Lead Routing can improve conversions by directing the call to a local service. There are several ways to ensure that customers find the closest business and have the best experience:

Incorrect Routing = Lead Loss In the purchase phase, efficient and accurate routing are critical for preventing lead loss by improving the customer experience. Frustrated by incorrect routing, 78% of customers abandon a transaction, resulting in lost conversions.10

Optimize Campaigns with Information from Routing All the information gathered from how the callers interact with the routing features goes directly to you. You can use it to identify the most effective channels and campaigns, and immediately adjust the number of agents on the phone to limit wait times. The customer has the best possible experience and you can optimize your campaigns to better draw in those customers in the exploration and purchase phases.


Convert All Leads That Are in the Purchase Phase

Identify Customers in each Phase with VoiceTrends™ Call Scoring

No matter when the customer calls, we can determine the phase they’re in using VoiceTrends™ Call Scoring technology. Our smart software can discern if a caller has purchase intent, completed a transaction, is already a loyal customer and more. For greater insight, it can also help you identify the quality of the lead and their current phase, so you can better optimize your ad spend.


Engage Customers with Excellent Service

Even after customers have made a purchase, 40% still value the ability to phone a company.11 At this stage, they may be returning for additional purchases or inquiries and will reflect the quality of service in their shares and reviews. VoiceTrends™ Call Scoring can play a critical role in determining if your agents are properly handling the calls to retain customers.

Telmetrics streamlines the path to purchase and uncovers opportunities for improving conversion in each phase.

At any time, contact our dedicated Customer Success team to discover how advanced call analytics solutions can help you influence the consumer path to purchase.

1- 844 -201-6354 • [email protected]


1. Google | Ipsos “The Role of Click to Call In the Path to Purchase” Sept. 2013 reworked the path to purchase phases to include ones less commonly seen: “inspiration” and “engage”2-7. Google | Ipsos “The Role of Click to Call In the Path to Purchase” Sept. 2013

www.telmetrics.com • 1. 844.201.6354

path to purchase

Marketing