Call conversion is a marketing metric that determines the percentage of target leads. That is, those who bought a product or service.
Users reach the target action from the total cross-border cooperation and resource sharing traffic. For example, if a company’s resource was visited by 12,000 people in a month, and 550 of them made a purchase, the conversion will be 4.5%.
The conversion rate directly depends on the traffic channel through which the client comes to the site. How traffic channels are used are advertising, mailings, social networks, and so on.
How to calculate call conversion
In general, there is no average conversion rate that a business mobile database use. The effectiveness of the sales funnel depends on the constant increase in conversion. Therefore, to maintain the required rate, a business must constantly collect statistics on data and analyze them.Analytics helps to assess how certain theories or advertising campaigns affect the dynamics. It is necessary to test different methods of increasing sales, consider how they affect profits.In various concerns and holdings, marketing specialists additionally calculate not only the CR indicator, but also other metrics, for example, ROI (Return On Investment). When including them in the data analysis, it is possible to determine what budget is needed to increase conversion, in which season it is necessary to prepare for an advertising campaign in advance so that profits do not sag.
What influences cold and warm sales of a product
Call conversion rates are always dynamic – they either increase sharply or fall. This happens depending on many factors.
Let’s list the main ones:
- Efficiency of handling the client’s call. Listen to how the manager conducts the dialogue to assess how effective his conversation with the client was. It may be necessary to introduce a training system for the sales department to increase conversion and call quality.
- Setting up a communication channel. It is important to make sure that the client gets to the right employee. For example, if he needs to clarify prices for services, and he calls technical support, the help is unlikely to be relevant.
- No restrictions in communication with the company. The business must develop a clear and simple algorithm for communication between the buyer and the manager. It is important to place the operator’s phone number in such a way that the lead can see it right away.
- Call processing speed. If a client waits too long for an operator to answer, they will probably hang up and never call the company’s call center again. To avoid this situation, it is worth implementing automation for telephony. A cloud PBX will instantly transfer the subscriber to a manager who is free.
- Topic of conversation. If the buyer needs to get advice on the purchased product during the call, the manager should not try to impose something else on him. Then the impression of sales will be spoiled. Imposing scares off even regular customers.
Call conversion also decreases quite often.
In this case, it is important to understand and timely identify the factors that reduce the indicator. Analytics also helps with this.
According to practice, most problems arise due to incorrect call processing and an ill-conceived website structure. For example, the website has a complex sales proposition, there is no specific navigation structure, or the marketer does not systematically manage social networks, does not organize mailings. Among the main problems with call processing, one can highlight the manager’s inability to solve the client’s needs, the concentration of operators only on warm, not cold sales, the lack of sales methods and techniques that increase the average bill.