Marketers are experts on things they can immediately quantify, such as email open rates, content downloads and social shares. Yet, there are many marketers who are still in the dark about which marketing drives the most value for their business and where the majority of their sales take place.
I imagine if you told marketers that 30-50% of conversions happen over the phone, they probably wouldn’t believe you. The reality is that business telecoms still hold an incredibly valuable place in the sales cycle in 2015.
So, if you’re unaware of how important call conversions are, here are 7 statistics that will change your mind.
1. Calls to businesses are worth 3x more than clicks to websites
It’s been reported that 80% of all adults now own a smartphone, but why is this important to your business? In May, Google revealed that mobile phone searches have finally exceeded desktop. Some said having a mobile strategy was pointless but now they couldn’t be more wrong.
If you want to compete online, you’re going to have to think like someone using a mobile phone, which could mean using Google’s new feature, call-only campaigns. Call-only campaigns are available on mobile devices and are expected by today’s savvy browser. They are used to benefit the customer, helping them to call directly from the SERP rather than visit a landing page, cutting out an unnecessary step in the path to purchase.
2. 61% of mobile searches result in a phone call
According to recent research by Google, 61% of mobile searches end in a phone call, further highlighting that mobile friendly sites contribute more revenue to companies.
With this in mind, mobile landing pages should be carefully considered and companies must focus on producing a phone call from their mobile web content. It’s worth keeping in mind that just because your website can be viewed on a mobile phone, it doesn’t always mean its mobile friendly. Forget complicated form fields and pages of text, businesses are starting to include mobile friendly copy and layout that converts into a call quickly.
Elements such as including click to call buttons are essential, as an action that requires one touch is more likely to result in a phone call to the business. By including simple calls to action to your site such as ‘call us today’ and ‘order now’, you’re more likely to generate better leads, and better conversion rates through the increased likelihood of calls.
3. PPC Phone leads are three times more likely to convert
Using paid search advertising is a great way of increasing relevant traffic to your website. According to a study of PPC lead conversions, PPC landing pages drove nearly twice as many phone leads as web downloads.
This data shows that mobile is here to stay and consumers want to reach companies through mobile devices. Having a solid call tracking solution is critical to capitalising on these trends and growing your business through mobile.
4. Phone leads convert into revenue ten times more than web leads
Research shows that inbound phone calls are 10-15 times more likely to convert than inbound web leads, with someone who downloads something from your site less likely to buy from you than someone who calls your business directly. Most conversions are measured by the number of people who complete and submit a web form. However, this is not the only way for someone to convert into a lead, often a new lead will call instead of filling out a form. This is particularly relevant for mobile campaigns, as it is much easier to click-to-call the displayed phone number than to fill out a form on a small mobile keyboard.
5. 52% of people who click on PPC ads still go on to call the advertiser
According to a mobile-local search report, even if a mobile searcher clicks on a paid ad and goes to a mobile landing page, 52% of those website visitors will still go on to call a business. So even if your business doesn’t receive a large number of phone calls, you should be readily displaying a telephone number if you want to secure those leads.
It’s not just any telephone number that will show you who’s clicking on your PPC ads, but using a call tracking number that’s integrated with your PPC account is the only way you can track a caller who engaged with your PPC ad. By using PPC call integration will provide you with useful data, helping you to determine which of your ads are actually effective in the mobile PPC sales cycle, so you can adjust bids and ad spend accordingly.
6. 46% of sales inquiries are missed opportunities
A missed opportunity is a high quality lead that didn’t convert. In other words, it’s a caller that didn’t convert to a sale, reservation, or appointment that should have. According to Absolute Messaging, as much as 75% of all business calls are not completed on the first attempt, often ending in voicemail. If 46% of all phone call sales enquiries are missed opportunities, then that means companies could be losing a substantial amount of revenue.
With call tracking software you can receive a missed call email alert, informing you of your missed calls and their phone number. This provides you with the opportunity to call these missed opportunities back and potentially win their business. Additionally, the data allows you to spot patterns of high incidences of missed opportunities to be able to improve your call handling.
7. Callers are 10x more likely to purchase something if they are asked directly by the agent to do so
Research indicates that issuing a direct invitation to take action makes the caller substantially more likely to purchase something. Data shows that a caller is 10.4% more likely to purchase something if they are asked directly by the agent to do so, yet this is only done 13% of the time.
Asking a customer for their business is one of the most important things an agent can do on the phone, yet this isn’t always acted on. Don’t make this mistake.