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 lack of 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 experience intelligence platforms like Contentsquare.

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

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-up 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.

3 benefits of the Contentsquare-Invoca partnership

Here's how combining Invoca's revenue execution platform with Contentsquare's all-in-one Experience Intelligence platform improves customer and company outcomes:

1. Learn how customer journeys connect

Track whether a customer actually abandoned your website or if they placed a call that ended in a sale. Combining digital experience data and insights from customer phone calls reveals what elements on your website or pages are contributing to conversions.

2. Understand why customers left your site

Invoca identifies which page customers call from, if they have items in their shopping cart, and the digital advertising that led to their site visit. Once you understand why someone called—for example, to clarify a product point or make a purchase—you can jump into Contentsquare's Journey Analysis capability to better understand the digital experiences and behaviors that led to the call.

Invoca's integration with Contentsquare adds context to customer journeys across channels

3. Create better experiences

When you understand customer journeys as a whole, you can strengthen each part so that they work together seamlessly. Whether your analysis reveals frustrating website errors or opportunities to direct more customers through high-converting web pages, you can create better experiences without the need for guesswork.

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 teams.

Let's look at 3 Invoca-Contentsquare use cases that help to increase cross-channel transparency and improve customer conversions.

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 page 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 a 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 page leads to an influx of phone calls with questions, you'll need to address it. Similarly, if Invoca data confirms drop-offs from a page are true site abandonments, it's a signal that something's wrong with the page and that would become top priority.

2. Improve shopping cart and checkout experiences

If a customer leaves the shopping or checkout experience to call your company, you can use Contentsquare's 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.

Watch session replays to see where users struggle and the moment they drop-off

3. Add missing information to your website

Sometimes, customers call your company because they need more information before they're ready to buy. With Contentsquare's partnership with Invoca, you can learn what details your website is missing to reduce calls and drive online revenue.

Invoca's PreSense feature provides customer pre-call digital journey data, such as search keywords and support articles they might've 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 Contentsquare's Heatmaps capability to track how customers react to your updates.

Use Heatmap analysis to understand what makes users click or tap on elements of your site or app

Quantify your marketing impact

The Contentsquare-Invoca integration helps you make informed decisions based on actual customer interactions. You can turn common themes or concerns from Invoca call data into a content series on your website. Then, use Contentsquare's experience analytics to quantify its impact on your website's conversion rates.

Since Contentsquare's all-in-one platform reveals how customers interact with your website, and Invoca's clarifies which drop-offs are actually continuations, you can create end-to-end case studies on how your investments in marketing and content lead to engagement and revenue.

Track the impact of site elements on conversion rates with Contentsquare's Impact Quantification

How to become a Contentsquare partner

Invoca is just one of over 100 trusted technology and service providers who make up our partner ecosystem.

We work closely with:

• Solutions partners,  who deliver strategy, design, implementation, consulting, and integration services leveraging Contentsquare

• Technology partners, who provide technology and products that integrate with Contentsquare to deliver an end-to-end customer experience (CX) solution

• Business partners , who act as trusted advisors and help to identify the best martech stack for the biggest brands

Partners are vital to our mission of bringing digital experience analytics to brands that will help them accelerate their digital goals. Think we could work together? You might be onto something.

This could be the start of a beautiful partnership. So get in touch.

FAQs about the Contentsquare-Invoca partnership