Learn why you should be testing your marketing, tips and tricks for success, and how phone calls play a role in digital marketing.

1. Data Evolved: Rethinking Testing
with Call Intelligence

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Jenna Fabino
Sr. Customer
Success Manager
Amy Andriano
Product Experience
Manager
INVOCA MODERATORS

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Ian Bell
Marketing Systems &
Analytics Manager
INDUSTRY EXPERTS
Josh Grupp
Marketing Web Developer
Rebecca Kaplan
VP Digital Marketing

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TESTING: WHAT’S THE POINT?

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• Optimize conversion specific channels
• Increase revenue by keyword
• Business Transformed by Call Data
TESTING: WHAT’S THE POINT

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• 100% growth as a result of Testing
• Imperative part of our Marketing Process
• Calls elevated results for testing
TESTING: WHAT’S THE POINT

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• Understand immediate value in selling products
bundled
• Low effort quick wins drive huge value (x%
increase)
• New, dedicated testing manager center point of
marketing ecosystem
TESTING: WHAT’S THE POINT

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MEMOIRS FROM THE FRONT LINE:
BUSINESS CHANGES FROM TESTS

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• Data for clients
indicating
effectiveness of ads
• Optimize based on
attribution data
• Improve mobile
conversions
BUSINESS CHANGES FROM TESTS

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Form Response Rate Lift -14.34%
Call Response Rate Lift 37.89%
A B
BUSINESS CHANGES FROM TESTS

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• Drive more calls
using two different
phone numbers
• Add more call-to-
actions
Single Product Bundled Product
BUSINESS CHANGES FROM TESTS

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PUTTING THE PIECES TOGETHER:
KEYS FOR AN AFFECTIVE TEST

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KEYS FOR AN AFFECTIVE TEST
• Prep Work Is Important
• Gain consensus on success factors with client beforehand
• Define and Prioritize outcomes and goals

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• Integrate testing into
your marketing
process
• Leverage MarTech to
improve analysis
process
KEYS FOR AN AFFECTIVE TEST

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KEYS FOR AN AFFECTIVE TEST
• Testing is a Team Sport
• Company-wide participation
• Run multiple tests at once

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OK, NOW WHAT?
TACTICAL TAKEAWAYS

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• Successful tests don’t require access to website
• Money talks - tie revenue to testing outcomes
TACTICAL TAKEAWAYS

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TACTICAL TAKEAWAYS

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TACTICAL TAKEAWAYS

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• Collaboration is key
• Define and agree on success metrics before building out a
test
TACTICAL TAKEAWAYS

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Ian Bell
Marketing Systems &
Analytics Manager
Q&A
Josh Grupp
Marketing Web Developer
Rebecca Kaplan
VP Digital Marketing