How Customer Call Review Can Help Your Landing Page
“Your call may be monitored for quality and training purposes…” You took the time to put this notice in your calls, but are you fully utilizing your customer call review opportunities? In a world where many consumers prefer the internet, recorded customer calls serve as an unparalleled resource perfect for growing your scripts, sales approach, and — what we’ll focus on today — your landing page. Here’s how.
Gather feedback
Candid conversation is the perfect place to find honest feedback. It might lean a little rough — someone laughing at a promotion or relentlessly critiquing a design — but that doesn’t mean they’re wrong. Take notes while you listen and look for patterns. If multiple callers share an opinion, it may be worth testing the change.
While reviewing call center recordings for clients, Full Cup Creative takes a systematic approach. This includes listening to a sample of calls across a variety of days, times, and employees and tracking keywords and themes. Make a rough rubric looking for common topics: positive call, negative call, price concern, billing question, website error, appointment expectation, and the like. Check boxes as appropriate to begin finding large-scale themes that may be addressed through later landing page testing.
Discover problem areas
Why is this customer on the phone? Listening to calls can help you find holes in your website, from broken links to confusing copy. Some people prefer the phone, but others are pushed there by less-than-functional websites. In a recent review, Full Cup discovered a client’s assumption on customer knowledge was incorrect — and it was hurting its landing page. Much of the page was spent answering a question visitors weren’t concerned about, but frequent problems weren’t addressed on the site at all.
Scan conversations for trouble words (error, missing, broken, etc.) and keep an eye out for trends; if multiple callers are getting stuck in the same area or on the same topic, the users likely aren’t the problem.
Find areas of growth
Now it’s time to use your active listening skills. What can be done to address the themes discovered during the calls? Perhaps they mention a competitor price or ask for details on the post-purchase experience. Maybe multiple callers ask about guarantees or want to see before-and-after photos. Even if the customers aren’t calling in specifically with a problem, you may find new opportunities tucked into their conversations. Use these as jumping off points for future landing page testing.
By taking advantage of the information you’re already collecting, you can find ample areas for growth and ways to improve your website. Ready to get started? Consider including customer testimonials or new client expectations on your landing page to alleviate common concerns you’re hearing over the phone.
