What that means, is that you can then better equip your call operators to handle these types of queries. More importantly, it helps you to understand what type of responses your telephone operators are giving to your potential customers. Are they giving the right information as well as measuring how effective their sales closing techniques are? As well as other opportunities, which they may not be advising your customers about and so on. So in a nutshell, by using call recording you can better train your staff to help provide a better customer experience as well as increasing your sales exponentially. This is absolutely priceless for businesses who more depend on phone calls, whether they’re a service based business or an E-commerce based business.
How Call Recording transformed my clients’ business
I know from my own personal experience this has worked tremendously with some of my own clients, albeit, we used a third party service to achieve the same thing, as Googles Call Recording feature was not available at the point in time.
One of my clients in particular struggled to convert telephone leads into sales. They were only converting around 12% of their calls, to sales.
They did everything they can to try to understand why. The director even sat by the call operators trying the listen to what he is saying. The only downside was, the director couldn’t hear what the caller was saying, and also, it was quite time consuming listening to a call at a time.
My team helped our client by introducing Call recording into their Google Ads campaign.
This meant the director was able to listen to calls at his own pace, in the comforts of his own home, and using a specific criteria, i.e.
• Calls which had not converted to a sale
• Calls which lasted at least 5 minutes
• Calls which came from a particular channel such as paid search.
In the same way, you can of course create your own criteria.
What he discovered, was most the call operators were not selling the benefits of the product, but were more selling the product features. The were not really tapping into the pain, which their products will resolve for the customers.
He also discovered a few other things, which I won’t go into detail for now.
They put together a workshop to better training their call operators, using what the director had learnt.
In the same week, their average closing rate went from 12% to 40%. So that meant, whereas before they were converting 12 phone calls from every 100 phone calls received into a Sale, they are converting 40 phone calls from every 100 phone calls they receive into a sale.
This has now continued to improve week after week, which means, my client is now getting more conversations, i.e. customers, without having to pay a penny more.
Just imagine what this has done to their business and what it can do for your business.
Don’t get me wrong, this will vary from business to business. We’re all different right? Different products and service, different pricing strategies and so much more.
This is why I feel call recording should be an integral part of any digital marketing strategy, which relies on phone calls, to convert phone enquiries into sales.
How do we set up call recording?
Firstly, this is a feature available to those who already implemented a Google Ads campaign. In order to set this up, you need to:
a) have your call reporting enabled. This can be done by visiting the call extensions settings.
b) You also need to ensure that the domain has been verified by Google.
c) Then, in order to set it up. You can click on call reporting section within your account settings and turn on the “Save call recordings for 30 days” to “on”.
So it’s as really, as simple as that.
You need to be aware that when this feature has been enabled, your callers will be made aware that the call is being recorded for quality and research purposes. At any time the administrators can turn this feature off and all the recordings, all the previous recordings will not be available to listen.
How do we listen to the Google Ads Call Recordings?
In order to access the recording, go to your report section, and you’ll find them within the predefined dimensions, then click on extensions, call details tab and here you’ll find the call recordings column.
All the recordings will be available for a period of 30 days. And fortunately at the time of creating this post, the call recording feature was only available within the US, but like all things that Google do it’s only a matter of time before they start getting rolled out elsewhere.
If you would like help with your Google Ads or would like an independent Google Ads Audit, get in touch and we will be happy to help.