In the Pay Per Call realm, a lot of businesses utilize the phone to connect with consumers. For small businesses in particular though, successful Pay Per Call marketing can sometimes drive a higher volume of calls than the company is currently capable of handling efficiently. This is typically where businesses will turn to IVRs. Businesses use IVRs, or Interactive Voice Response systems, to automate the initial communication between a consumer and the brand over the phone. IVRs help to streamline customer engagement with a brand and can often positively impact conversion rates in Pay Per Call marketing. For those brands considering the adoption of IVRs, here's four ways IVRs can impact conversion rates.
The most basic function of IVRs is to serve as a basis of support for sales operations and accelerate lead conversions. For inbound calls generated by Pay Per Call, IVRs can accurately route leads to the right destination within the business by gauging interest of cold callers and routing them to the right sales agent. Similarly, IVRs allow customers to control their own path on the phone with a few key presses to direct them to the right person to help answer a question. Simplifying the path to conversion is one of IVRs primary functions and greatest benefits!
Enhance Marketing Promotions
With a consumer already on the phone, IVRs can even be used to inject brand values or introduce new marketing special offers. A special Pay Per Call number placed in an email or print ad can generate calls directly to IVRs where customers can enter a contest with the brand or redeem a special offer. Not only do IVRs simplify the path to purchase for interested customers, it can increase the number of potential callers while driving conversion rates as well.
Brands in industries such as automotive maintenance, legal assistance, or insurance sales (to name a few) can suffer from lackluster conversion rates when clients fail to show up for appointments. IVRs can be used for outbound calls from the business to clients reminding them about upcoming medical appointments, car repair appointments, or appointments to discuss legal or insurance issues. A successful call to schedule an appointment is a winning conversion in Pay Per Call, but the conversion isn't complete until the consumer shows up and takes final action. IVRs can boost conversion rates by reminding consumers of appointments so the brand gets a positive payoff from the final action.
Finally, IVRs can benefit business conversion rates by making it easier for consumers to process payments. For example, let's say the clients of a chiropractic office tend to pay after their visits. IVRs can be used to increase conversion rates (in this case, payment for service) by allowing customers to quickly and easily call in to make a payment. Customers increasingly prefer this option when paying over the phone because it's fast, simple, and at their disposal when it is convenient for them rather than waiting on office hours.
IVRs deliver a lot of benefits to business conversion rates. If you're interested in finding out how your business can boost conversion rates with IVRs, contact Ring Partner today.