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Technology has spoiled us. If a website isn’t immediately useful, intuitive, and beautiful, we’re out of there, probably never to return.

These high expectations have prompted marketers to get serious about website optimization. But effective optimization hinges on tracking the customer journey — including offline interactions — which is why call tracking and website optimization go better together than milk and cookies.

To understand how today’s savviest digital marketers are using call intelligence, I talked with Optimizely’s Senior Product Marketer, Sean Oliver. Check out the Q&A below to learn how marketers are creating better customer experiences with the help of A/B testing tools and call tracking. Or just go ahead and download our newest eBook, The Digital Marketer’s Ultimate Guide to Call Intelligence.

Q: Why is it important to website optimization to track offline conversions?

A: A lot of people can click on a button and complete an online action like downloading a whitepaper. But for many businesses, the more valuable conversion happens on the phone when the deal is in the later stage. With Optimizely’s integration with Invoca, marketers can actually attribute inbound phone calls to their targeted website experiments and optimizations.

Q: Do you have tips for marketers who want to start using their website to drive phone calls?

A: One of the best tips I have is to be mindful of your visitors’ context and mindset. For example, device type plays a huge role in expectations and behavior. There is a lot less friction for a mobile visitor to make a phone call, so in these cases you want to include a phone call CTA over an online form-fill CTA. Another piece of advice is to make sure you don’t focus entirely on the message at the expense of the CTA. Make sure your CTA is prominent and clear so visitors know exactly why they should take an action, and what will happen when they do.

Q: How can marketers use call conversions to inform the rest of their optimization and personalization strategy?

A: A lot of our customers are testing their content and customizing the experience to the visitor, tailoring the content depending on the visitor’s industry, or serving up a unique CTA based on the context. By tracking call conversions, you can see exactly which variations are the most effective. We’ve also seen customers use Invoca’s integration to inform the actual phone conversation. This way, the salesperson has added context so they can have a more meaningful conversation tailored to the online experience. And on the flip side, we’ve seen salespeople actually informing their marketing teams about what messages are working.

Q: When should you encourage an online versus an offline interaction?

A: Having a good understanding of your audience segments and the channels they prefer is the first thing to think about. Then consider device type. Offline interactions can also be a much more personalized experience, so if you have a product that is very specific or customized, it’s better to encourage that conversion to happen offline.

If you want to learn more about how call intelligence is changing the way digital marketer’s track and optimize the customer journey, download the eBook now.