AVANSER’s online integration allows call data to be reported into Optimizely so that call conversions can be attributed to Optimizely experiments. The call details are entered and measured against pre-set goals within Optimizely. The advantage of this is it allows call conversions to be viewed within the Optimizely platform, centralising the data and allowing direct attribution of call conversions to each different site being measured throughout the A/B Testing experiment.
When a customer makes a call to an AVANSER tracking number, AVANSER captures details such as the conversion type (missed, busy, abandoned or answered) and which number is being called. This information is then automatically sent to Optimizely where it is recorded and attributed to the page where the number is being displayed. The specific conversion type(s) tracked depends on the “Event Goals” set up within Optimizely. These conversion metrics will then be used by Optimizely to calculate the success of the individual web pages in the experiment.