How to Split Test an IVR for Increased Conversions

 

Interactive Voice Response, or IVR, is a great way for companies to increase conversion rates on phone calls. Using IVR impacts conversion rates by efficiently routing callers to the right department or individual when they pick up the phone to call a business. However, just because an IVR system is in place doesn't mean it is necessarily effective. The IVR system in question may be too complex, unclear, or generally ineffective at getting the consumer to complete their goal with a call. IVR split testing can further increase conversion rates by optimizing the system, but what steps can be taken to split test IVR systems? Below are a few ideas to jump start an IVR split test.

Female vs Male IVR Split Testing

One of the first places to start IVR split testing involves the use of the voices customers hear when they call in and interact with IVR. It is smart to test both male and female voices delivering the message. Although there is no solid information suggesting one is more effective than the other at increasing conversions, consumers do have different reactions to male and female voices.

BusinessWire found that 48% of Americans find a male voice more forceful in interactions, while 46% find female voices to be more soothing. IVR split testing male and female voices determines which voice target consumers react to positively.

Read More: 5 Benefits to Using Customized IVRs

Automated vs Recorded Voice IVR Split Testing

Building upon the previous step, brands can also split test Text-to-Speech (automated) voice systems and human voice talent (recorded voice) options. The former is commonly used, but can sound robotic. The latter has a more natural tone and sound, but can be less effective. On the whole TTS voice recordings are more flexible because the system can react to consumer requests on the call with greater flexibility. While human voice talent sounds more natural and can personalize the brand, it is also harder for it to adjust to requests on the call because the interactions are pre-recorded for use in IVR.

IVR split testing these two types of voice interactions can help determine which one consumers prefer. Brands may actually find that a combination of human voice talent and TTS systems proves more effective in increasing conversions.

IVR Split Testing Different Greetings

The greeting in an IVR system is the first interaction consumers have with the brand when calling in. There are a lot of ways that the greeting can impact conversion rates. Some callers might abandon the call right away if the greeting flops, while others might find it very helpful. As a result, IVR split testing different greetings is very important to the overall success of the system. Forbes notes that most callers want basic information such the physical address of the business, hours of operation, or the website for the brand.

Use IVR split testing to determine which type of greeting best suits the needs of target consumers. Some greetings may feel too monotonous or proof useless in providing callers with the basic information they're looking for when calling in. Test long greetings against short, concise greetings. Additionally, consider testing a greeting with basic information and including the option to press "0" to connect with a live agent.

IVR split testing can help optimize the performance of the automated call system. Doing so can determine which voice prompts, layouts, actions, and greetings within IVR create the best experience for callers and increase the likelihood of conversion.

Read More: 4 Ways Your Business' IVRs Impact Your Conversion Rate