The Mission
CallEngine is all about creating a seamless shopping experience while driving high-converting phone calls to advertisers. Their main goal was to make it easier for consumers to interact with service providers tin the manner in which they prefer; whether it by by filling out a web form, connecting immediately by telephone or scheduling a call back at a later time using SMS messaging. That meant incorporating these various touch points int heir web properties and learning as much as they possibly could about prospective consumers so that they could match them with service providers that best fit their needs.
We try to understand the psyche of the caller as much as possible so that we can cater that user experience to them and ultimately make our campaigns convert better.
Ryan McVey, Co-Founder & CEO of CallEngine
Since CallEngine’s core business is delivering phone calls to providers, they also needed an affordable way to track and measure call conversions from all sales channels — online and offline.
The Challenge
Track calls from online and offline sources
To improve the customer experience, CallEngine needed more data. While in-house paid search and Facebook efforts drove most call volume, their media buyers were also testing more traditional channels such as newspapers and radio to increase traffic to their web properties. CallEngine needed to be able to effectively track calls and collect caller data regardless of where the calls were coming from.
Reduce wasted traffic
CallEngine wanted to find ways to reduce the amount of paid media dollars being spent on clicks and site views that were not generating enough revenue. They sough to improve targeting and maximise monetisation of all paid media.
The Approach
Optimise search and social campaigns to meet a customers’ needs
Better optimisation required collecting all call data to learn as much as possible about each caller. Enter Invoca. With Invoca’s call intelligence, CallEngine was able to suited the correlation between certain caller attributes (i.e. geography, time of day, phone type, etc.) and media buy performance by channel.
Further, analysing call recordings (where permitted) and caller key presses, CallEngine gained a much stronger understanding of the customers that their advertisers were attracting. This data was fed to their internal Google, Facebook, and Media Buy teams and used to optimise targeting, create mirror audiences, and reach ideal consumers more effectively.
Use call intelligence to better cater IVR to audience
With better consumer understanding, CallEngine focused on altering and fine-tuning their IVR processes to better filter alls for the intended audience and sought to find homes for the calls that were not ideally suited for that audience. The stray was to give buyers exactly what they wanted and provide what they didn’t want to other buys that did, improving overall efficiency. CallEngine was also able to identify cross-marketing opportunities leveraging Invoca’s opt-in SMS messaging feature and internal automated lead response solutions.
The Results
With the help of Invoca’s call intelligence platform, CallEngine was able to better understand callers from all channels, and optimise campaigns to drive higher quality calls and increase conversions. The end result: higher call volume, company growth, and increased sales for their buyers.
- 500% increase in total call volume since August 2016
- 25–30% month over month growth in total call volume
- 360% increase in sales for a single advertiser over 8 month period
As a company that is focused on controlling our own traffic and building of our own brands, we’re excited to start utilising more and more of the tools that Invoca has to offer.
Ryan McVey, Co-Founder & CEO of CallEngine
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