3 benefits of the Contentsquare Invoca partnership
Here’s how combining Invoca’s revenue execution platform with our digital experience analytics improves customer and company outcomes.
Partner Stories
How the Contentsquare Invoca partnership illuminates the customer journey from click to call to conversion
Are your site drop-offs happening because of customer frustration, confusion, or a readiness to buy? Invoca links website visits to phone calls to track who truly left and who simply changed customer channels. With the Contentsquare Invoca partnership, revenue teams can better understand buying journeys, improve digital experiences, and increase sales.
What does Invoca do?
Typically, your ability to track customer journeys and attribute revenue ends when a customer leaves your website. However, just because someone leaves your site doesn’t mean they leave your business—they could be continuing their buying journey through a phone call.
With Invoca’s AI-powered revenue execution platform, you can connect digital customer interactions to customer calls, measure your marketing performance, and optimize every channel to drive more high-value leads.
Here’s how it works. When you connect Invoca call tracking data to your digital analytics, you can see if and when customers continue their journey with your company on the phone. Invoca uses AI to analyze which phone calls led to sales and which didn’t. You can then integrate the call outcome data with the rest of your martech stack, including ad platforms, social media advertising, CRMs, and digital experience platforms like ours.
Since Invoca illuminates connections between channels, brands such as DIRECTV, AutoNation and University Hospitals use Invoca to improve their online experience and convert more customers online and on the phone.
Invoca delivers phone call insights to understand customer experiences
For example, Invoca identifies which page customers call from, whether they had items in their shopping cart, and the digital advertising they interacted with before entering your website. Invoca can present this information to phone agents in a screen pop so they can provide personalized, efficient service that wows customers and increases conversion rates. You can also take what you learn about the phone calls that end in sales to invest more in the advertising and web experiences that led them there.
Use cases
A recent Invoca survey of B2C sales, marketing, and contact center leaders shows that over 90% believe alignment across their departments is important for driving revenue growth. However, only 1 in 10 say their teams are strongly aligned, possibly because customer journey data is often siloed between channels.
Let’s look at 3 Invoca Contentsquare use cases that help to increase cross-channel transparency and improve customer conversions.
The Contentsquare Invoca integration adds context to customer journeys across channels.
1. Prioritize digital experience improvements
Let’s say you have 4 web pages with a higher-than-average drop-off rate—where do you start your investigation, and which do you work on first? One option would be to use Invoca to determine which pages led to phone calls and which were truly the end of the road for the potential customer.
If one page sends a lot of customers from your site to your phone agents who easily close the sale, you can leave it as is. If, however, a digital experience leads to an influx of phone calls with questions, you know you need to address it. Similarly, if Invoca data confirms a drop-off is a true site abandonment, it’s a signal that something is wrong. From there, you decide that one of the pages with high drop-off and no subsequent calls is the top priority since it’s part of your checkout flow.
Watch session replays to see where users struggle and the moment they drop-off
2. Improve shopping cart and checkout experiences
If a customer leaves the shopping or checkout experience to call your company, you can use our Session Replay capability to watch the moment that led to the drop-off. Then, you can review details from the phone call to learn what’s frustrating or confusing customers so you know exactly what to fix.
Use zoning analysis to understand what makes users click or tap on elements of your site or app
3. Add missing information to your website
Sometimes, customers call your company because they need more information before they’re ready to buy. With our partnership with Invoca, you can learn what details your website needs to reduce calls to the call center and drive online revenue.
Invoca’s PreSense feature provides customer pre-call digital journey data, such as their search keywords and support articles they might have already visited. When you combine the pre-call journey data with information about how the phone agent resolved the issue, you can learn what details customers thought your site lacked. Once you add the missing info to your site, you can use our Zone-Based Heatmaps to track how customers react to your updates.
Track the impact of site elements on conversion rates with Contentsquare and Invoca.
Quantify your marketing impact
The Contentsquare Invoca integration helps you make informed decisions based on actual customer interactions. For example, you can turn common themes or concerns from Invoca call data into a content series on your website. Then, use our digital experience analytics to quantify its impact on your website’s conversion rates.
Since our platform reveals how customers interact with your website, and Invoca’s clarifies which drop-offs are actually continuations, you create an end-to-end case study on how your investments in marketing and content lead to engagement and revenue.
Frequently Asked Questions
-
Invoca is an AI-powered revenue execution platform that connects digital customer interactions to customer calls, enhances call routing and personalization, interprets information shared via conversations, and acts as a data hub for revenue teams.
-
We work with Invoca to identify which drop-off sessions lead to phone calls and how the customer’s digital experience contributed to the drop-off. You can use Invoca’s no-code Contentsquare integration to uncover site abandonment vs. phone calls, diagnose broken website experiences, and apply conversational insights to digital experiences.
-
If you’re interested in becoming a Contentsquare Referral Partner, you can apply here.
