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Call Center Optimization: How a nonprofit increased donation rate 29% with call center testing

If you’ve read MarketingExperiments for any length of time, you know that most of our marketing experiments occur online because we view the web as a living laboratory.

However, if your goal is to learn more about your customers so you can practice customer-first marketing and improve business results, don’t overlook other areas of customer experimentation as well.

To wit, this article is about a MECLABS Institute Research Partner who engaged in call center testing.

Overall Research Partnership Objective

Since the Research Partner was a nonprofit, the objective of the overall partnership focused on donations. Specifically, to increase the total amount of donations (number and size) given by both current and prospective members.

While MECLABS engaged with the nonprofit in digital experimentation as well (for example, on the donation form), the telephone was a key channel for this nonprofit to garner donations.

Call Script Test: Initial analysis

After analyzing the nonprofit’s calls scripts, the MECLABS research analysts identified several opportunities for optimization. For the first test, they focused on the call script’s failure to establish rapport with the caller and only mentioning the possibility of donating $20 per month, mentally creating a ceiling for the donation amount.

Based on that analysis, the team formulated a test. The team wanted to see if they could increase overall conversion rate by establishing rapport early in the call. The previous script jumped in with the assumption of a donation before connecting with the caller.

Control versus Treatment

In digital A/B testing, traffic is split between a control and treatment. For example, 50% of traffic to a landing page is randomly selected to go to the control. And the other 50% is randomly selected to go to the treatment that includes the optimized element or elements: optimized headline, design, etc. Marketers then compare performance to see if the tested variable (e.g., the headline) had an impact on performance.

In this case, the Research Partner had two call centers. To run this test, we provided optimized call scripts to one call center and left the other call center as the control.

We made three key changes in the treatment with the following goals in mind:

  • Establish greater rapport at the beginning of the call: The control goes right into asking for a donation – “How may I assist you in giving today?” However, the treatment asked for the caller’s name and expressed gratitude for the previous giving.
  • Leverage choice framing by recommending $20/month, $40/month, or more: The control only mentioned the $20/month option. The addition of options allows potential donors to make a choice and not have only one option thrust upon them.
  • Include an additional one-time cause-related donation for both monthly givers and other appropriate calls: The control did not ask for a one-time additional donation. The ongoing donation supported the nonprofit’s overall mission; however, the one-time donation provided another opportunity for donors to give by tying specifically into a real-time pressing matter that the nonprofit’s leaders were focused on. If they declined to give more per month for financial reasons, they were not asked about the one-time donation.

To calibrate the treatment before the experimentation began, a MECLABS researcher flew to the call center site to train the callers and pretest the treatment script.

While the overall hypothesis stayed the same, after four hours of pretesting, the callers reconvened to make minor tweaks to the wording based on this pretest. It was important to preserve key components of the hypothesis; however, the callers could make small tweaks to preserve their own language.

The treatment was used on a large enough sample size — in this case, 19,655 calls — to detect a statistically valid difference between the control and the treatment.

Results

The treatment script increased the donation rate from 14.32% to 18.47% at a 99% Level of Confidence for a 29% relative increase in the donation rate.

Customer Insights

The benefits of experimentation go beyond the incremental increase in revenue from this specific test. By running the experiment in a rigorously scientific fashion — accounting for validity threats and formulating a hypothesis — marketers can build a robust customer theory that helps them create more effective customer-first marketing.

In this case, the “customers” were donors. After analyzing the data in this experiment, the team discovered three customer insights:

  • Building rapport on the front end of the script generated a greater openness with donors and made them more likely to consider donating.
  • Asking for a one-time additional donation was aligned with the degree of motivation for many of the callers. The script realized a 90% increase in one-time gifts.
  • Discovering there was an overlooked customer motivation — to make one-time donations, not only ongoing donations sought by the organization. Part of the reason may be due to the fact that the ideal donors were in an older demographic, which made it difficult for them to commit at a long-term macro level and much easier to commit at a one-time micro level. (Also, it gave the nonprofit an opportunity to tap into not only the overall motivation of contributing to the organization’s mission but contributing to a specific timely issue as well.)

The experimentation allowed the calling team to look at their role in a new way. Many had been handling these donors’ calls for several years, even decades, and there was an initial resistance to the script. But once they saw the results, they were more eager to do future testing.

Can you improve call center performance?

Any call center script is merely a series of assumptions. Whether your organization is nonprofit or for-profit, B2C or B2C, you must ask a fundamental question — what assumptions are we making about the person on the other line with our call scripts?

And the next step is — how can we learn more about that person to draft call center scripts with a customer-first marketing approach that will ultimately improve conversion?

You can follow Daniel Burstein, Senior Director, Content & Marketing, MarketingExperiments, on Twitter @DanielBurstein.

Related Resources

Lead Nurturing: Why good call scripts are built on storytelling

Online Ads for Inbound Calls: 5 Tactics to get customers to pick up the phone

B2B Lead Generation: 300% ROI from email and teleprospecting combo to house list

Learn more about MECLABS Research Partnerships

The post Call Center Optimization: How a nonprofit increased donation rate 29% with call center testing appeared first on MarketingExperiments.

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What Content Marketers Can Learn From an Adept Dungeon Master

Content Marketing Lessons from Dungeons & Dragons

Content Marketing Lessons from Dungeons & Dragons

It’s probably not news to you that 91% of B2B brands use content marketing to attract, engage, nurture, and convert their audience. However, it might be surprising to learn that only 9% of those brands rate their content marketing as “sophisticated.” Sophisticated meaning that their content marketing is successful, scales across the organization, and provides accurate measurement to the business. This puts a lot of pressure on content marketers to elevate their game and provide more worthwhile and valuable content experiences.

Patrick PinedaAs an adept Dungeon Master (DM) of Dungeons & Dragons (D&D) games, TopRank Marketing’s Motion Graphic Designer, Patrick Pineda, can relate.

It might sound a little odd at first, but Dungeon Masters and content marketers are more alike than you think. Responsible for creating meaningful and memorable experiences through content that takes people on a journey, you can see the similarities arise. Just like content marketers need to help guide people through the buyer journey, the Dungeon Master needs to guide players through a journey of their own.

After serving his friends as the go-to Dungeon Master, Patrick has learned a thing or two from creating lengthy campaigns—some successful, some not—that are both engaging and challenging. Discover Patrick’s lessons from the dungeon and how you can apply them to your content marketing campaigns and programs down below.

What Is a Dungeon Master?

For the unfamiliar, a Dungeon Master is the organizer for the wildly popular, 40-year-old tabletop role-playing game, “Dungeons & Dragons.” Not only do DMs organize the game, but they are also responsible for the game rules, details, and challenges. According to Patrick, the player experience hinges on a DM’s ability to create meaningful content that’s fun to explore.

One thing Dungeon Masters are not responsible for, however, are the players’ actions.

Like the self-directed buyers of today, D&D players are able to choose their own paths. As a result, DMs are challenged to make sure players finish the game. And just like your audience won’t read every piece of content you put in front of them, the same happens in a D&D game. Certain story elements DMs put together will never see the light of day because every player has a different play style, completes tasks in different orders, and takes different actions.

“The best Dungeon Master doesn’t just create a good story, but they also help players reach their goals,” Patrick claims.

Does any of this sound familiar? It certainly resonated for me.

5 Content Marketing Lessons From the Dungeon

Having created D&D campaigns that ruled and bombed, here are Patricks top five tips for developing content that resonate with your audience.

#1 - Your audience values originality.

If Patrick creates a campaign that plays to common tropes like a damsel in distress or small town disappearances, the story becomes predictable. But worse than that, the players feel condescended to as the game starts to feel dumbed down.

“Cliches and stereotypes will make players groan. It’s important when creating a campaign that I shake it up and play against common conventions,” Patrick says.

When examining your content and the story you’re trying to tell, it’s just as important to stay original and play with your audience’s expectations. For example, listicles with social media tips are a dime a dozen. Your audience might be more interested if you flip the idea on its head with social media mistakes. In changing it up, you’re giving your audience something new that they haven’t read before, capturing their interest.

[bctt tweet="When examining your content & the story you’re trying to tell, it’s just as important to stay original & play with your audience’s expectations. - @aleuman4 #ContentMarketing" username="toprank"]

#2 - Appeal to curiosity.

When it comes to creating an adventure for players to navigate, the DM has a seemingly impossible job. They need to create a unique and compelling world that is able to hold players’ attention—something not easily done. In fact, campaigns have taken Patrick days to put together. But that doesn’t come without its drawbacks.

“I’ve spent hours upon hours creating content for a campaign. But 80% of what I create may never see any playtime. It’s ultimately the players’ choice as to what tasks they want to complete and what quests they want to go on,” Patrick points out.

While the D&D world needs to have a unique and compelling narrative, it also needs to appeal to a player’s curiosity to ensure they keep playing the game and play the parts of the game that you want them to.

How does this apply to content marketing? Well, as you know, just because you’re producing content, doesn’t mean that your audience will find it. To find the answers they’re looking for, they might scour the internet, social media, and trusted experts for more information. Having an integrated content strategy that has multiple touch points throughout the buyer journey and an omni-channel approach, helps ensure you’re reaching your target audience whenever and wherever they may be searching.

Weaving SEO, social media, and influencer marketing into your content marketing strategy helps improve the reach and engagement of the content you’re producing. Through SEO, your organic rankings and click-through-rates will start to rise, improving your organic traffic. Social media messages that are well written and value-based help attract larger audiences from their social feeds. And, finally, tapping into industry influencers exposes your content to a wider network of like-minded individuals, as well as adding authority and credibility.

#3 - Avoid corraling your audience.

Nobody likes to be told what to do, including D&D players. While the DM writes the game and serves as a referee, they cannot influence a player’s actions. And if a DM attempts to, they could quickly lose a player’s interest.

“As a DM, it can be tempting to intervene and make sure that your players are playing the game the way you intended. But this is the one thing you cannot do.” Patrick emphasizes.

This is true in content marketing, too, as making calls to action (CTAs) with zero context can be a turn-off for your audience. If you insert a CTA before your audience can learn what’s in it for them, whether it’s downloading an eBook, listening to a podcast, or subscribing to your blog, they’re less likely to do it. In fact, QuickSprout found that placing a CTA above the fold on a page decreased their conversion rate by 17% and attributed it to their audience not fully understanding why they should complete the action.

Instead, make sure that your CTAs have plenty of context and explain what the audience will gain by filling out your form, reading another blog post, etc. This helps ensure that your content satisfies your audience’s quest for knowledge.

#4 - Customize content for your audience, not the other way around.

As we mentioned previously, the players are in charge of their actions and how they choose to play the game, making it impossible for DMs to have control over the game experience. This makes it important for DMs to know their audience ahead of time, so they can include important sought-after details into different game components.

“I’ll ask players before we start what they hope to get out of the game, whether it’s take down an enemy or just to have fun. Knowing this ahead of time, I can tailor the game to what each player wants to have happen,” Patrick says.

For content marketers, this lesson should hit close to home. You need to know your audience well in advance in order to deliver personalized content. If you create content and worry about your audience later, chances are you aren’t engaging the right people.

After taking a look at your own audience’s characteristics and interests in Google Analytics, create unique personas for each of your audience members. This allows you to create content that is tailored for each person you hope to attract and engage. For example, if one of your target personas is a Director of Business Development, creating custom content that addresses a unique pain points like identifying new business opportunities or tips from the experts on how to strengthen their existing client relationships.

[bctt tweet="If you create content and worry about your audience later, chances are you aren’t engaging the right people. - @aleuman4 #ContentMarketing" username="toprank"]

#5 - Chart your course.

There is a lot going on in a D&D game. And for the DM, that number is amplified as you have to remember every detail about your players, what’s been completed, and what could come next.

“To make sure I’m on top of the game and can portray characters well, I chart the game’s relationships instead of story elements. If I focus on the story, it could quickly become useless as players might do things out of order or in a non-linear fashion. By focusing on the relationships and where they fit in the narrative, the game becomes more fluid and flexible for the players and I can keep track of their journey,” Patrick says.

Tracking the journey isn’t the only thing Patrick notes, however. He also documents player strengths, weaknesses, and stats as the game progresses.

“I keep a character sheet that details each player’s play style. For example, if a player is investing their skill points in intelligence, I can tailor future encounters in the game to focus on problem-solving instead of combat. The opposite is true for a player who invests in raw strength,” Patrick notes.

Through detailed charts, maps, and grids, Patrick is able to make sure that his players have a personalized, seamless experience for every campaign they play, regardless of how they play it.

Customer Journey & Dungeons and Dragons Journey

By taking the same approach with your content marketing, you can identify opportunities for customization and develop a strategy for weaving your content into the buyer’s journey. For example, by knowing which pieces of content attract a larger audience or drive more conversions, you can use that information to inform your content development and map your content to different stages of the funnel (see below).

Grid Assigning Content to Buyer Stages

To collect this data on your content and audience, review your Google Analytics behavior and conversion dashboards to find our which pieces of content excel at attracting, engaging, or converting your audience. Metrics like page views and entrances are good indicators for attraction, whereas time on page or number of pages per session can help you understand engagement. And, finally, the number of conversions through conversion tracking is the best way to find your top converting content. Armed with this knowledge you can create content plans that are tailored for your audience’s unique buyer journey.

Your Audience Is the Hero

A good Dungeon Master enables players to become the hero of the story through a personalized game with a compelling, original narrative. As a content marketer, it’s your responsibility to create content that transforms your audience into heroes as well, helping them solve seemingly impossible problems with your expert, best-answer advice.

Through an integrated content strategy with originality, personalization, and “best answer” content that’s mapped to the buyer journey, you can become the perfect Content Master for your audience.

For more ideas on how to become a masterful content marketer, check out these 25 content marketing tips, including how to tackle writer’s block, repurpose content, utilize storytelling, and more.

The post What Content Marketers Can Learn From an Adept Dungeon Master appeared first on Online Marketing Blog - TopRank®.

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