Just as online conversions are important to a website, so are offline
conversions. But, many webmasters don't seem to understand or know this.
Offline conversions relate to phone calls - the calls that users make when they
need some more information or when they have a query regarding something they
went through on your site. If you are not focusing on this area, you are
missing out on a lot of ROI.
Buyers might want to speak to a sales representative before purchasing due
to some inquiries or issues. They would be looking for a one-on-one
conversation. Thus, improving on your call facilities is very important. If you
fail to do so, you are missing out on a lot in terms of a customer's purchase
journey and you won’t be getting credit. Businesses that strategize their phone
calls to make it easy for customers are the ones who will succeed.
At present, around 77 billion calls to businesses are generated from mobile
phones! It has been estimated that these calls will reach 162 billion by the
year 2019! Since almost everybody is searching through their mobile phones,
because it is comfortable and easy, the number of phone calls is rising every
day. Compared to searches made from other devices, around 45% of inbound phone
calls come from mobile searches.
Now, let us see how you can optimize paid search ROI with calls.
1. Make it easy for the users
to call you. Use click-to-call buttons for mobile searches so that they don't
have to take the trouble of typing the number before they call. All they have
to do is click the call button and they can get to you immediately.
2. For all your pages -
website, landing pages, forms, emails and ads, display your phone number
prominently and include calls-to-action to prompt people to contact you.
3. Set up a system to track
inbound calls. You may get calls from paid search, display ads, landing pages,
etc. So, track all the calls you can possibly get and analyze which calls are
driving revenue. It has been researched that around 70% of calls triggered by
paid search come from landing pages.
4. Users who are keen on making
a conversion will tend to have a longer conversation, trying to convert into
sales. So, call duration analysis is also important. Check how long your
inbound calls last. Also, analyze which marketing channel drives lead
activities. Generally, calls last for around 4 minutes. Make sure you do not
consider calls that are irrelevant. You might be receiving some useless junk
calls. Ignore them.
These are just some guidelines to help you. Now that you know quite some
things about ROI with calls, do not optimize your paid search campaigns based
on incomplete data i.e. by ignoring phone calls. With the rise in the use of
mobile devices, phone calls are only going to increase, not decrease. So, make
complete use of it. Also, make sure to test your campaigns to enable more
conversations and create great opportunities. Jain Technosoft is a leading DigitalMarketing Company in Bangalore who offers great SEO services to rank you
higher and bring in more traffic, which is the first step to conversions.
