Optimizing your mobile presence has clear-cut results that are measured every single day. As mobile marketers, we tend to accentuate metrics like conversion rates, cost-per-lead, or improving click-through rates. These online metrics provide a deeper understanding of the revenue you are driving. However, mobile conversions, which lead to revenue, have not kept pace with the rise in mobile ad spend. In truth, this is not actually the case. Mobile receives a bad rap due to an inability to measure the most important mobile conversion channel – phone calls.
Analyst firm BIA/Kelsey emphasizes value of mobile call conversions with two impressive statistics:
- There were 76 billion calls from mobile marketing in 2014, growing to 162 billion by 2019
- Calls convert to revenue 10x more than web leads
Calls have become the most reliable channel for driving revenue, and the number of inbound mobile calls to businesses is growing at an exponential rate. This rapidly growing mobile conversion channel requires marketers to take on a new caller-first mentality and take control of the caller experience. By doing so, you can generate a higher amount of inbound calls as well as increase the potential for those calls to convert into revenue. Follow these five strategies in order to establish a caller-first mentality for your mobile marketing.
The Conversion Path of Least Resistance
It’s no secret that mobile search has eclipsed desktop search. However, online conversions from mobile still aren’t keeping pace with desktop. This is because mobile customers prefer to call you instead of fill out your form. Save your customers the nuisance of mobile forms by providing a faster conversion path with call extensions. These are the “call” buttons on Google search ads that allow you to contact the business without ever leaving the results page. Call extensions have been extremely effective with 70% of searchers report that they have used Google call extension to call a business. Call extensions provide a expedited path to getting customers on the phone with a sales rep and converting to revenue.
Make It Easy for Them to Find You
Search marketers spend endless hours optimizing keyword bids with the hopes of raising conversion rates. This gets more people on your site, which in turn generates more revenue. Accurate keyword metrics require measurement of phone calls in order to get the full picture. With call tracking software, you can analyze keyword level call conversions right alongside your form conversions. This provides an understanding of which keywords drove the most conversions – both online and offline.
Don’t Waste Their Precious Time
It is imperative not to waste the time of your callers. When someone decides to call your business from one of your mobile ads or your website, it is crucial that you provide them with the highest quality experience. This requires getting them on the phone with the right person as quickly as possible. With advanced call routing capabilities you can ensure that your customers don’t wind up waiting on eternal hold or be the victim of multiple transfers. Getting the callers to the right sales rep creates happier customers who will be more likely to convert.
Know Your Customer
The ability to know the intent of your customers without even asking goes a long way. This saves them from having to answer a long string of questions and provides an experience catered exclusively to the caller. When your mobile marketing sources an inbound call, providing agents with data on that caller is crucial. Information on who is calling, what they were searching for, and the lead source information makes it easier for your reps to close deals. This is all made possible with a real-time call tracking integration with your CRM.
Provide the Best Experience Possible
All too often, managers are left in the dark when it comes to agent call performance. Keeping your callers happy requires top-notch agents. The issue is, it can be very difficult to judge performance without sitting in on every call or listening to recordings. Thankfully, new Conversation Insight technology provides a way for managers to evaluate every conversation by mining for specific keywords or results. The resulting calls can then be analyzed and agents evaluated. This ensures that you are providing the best possible experience for your callers.
Putting the caller first has become pivotal in the success of mobile marketing. Adopting a caller-first mentality will create the best possible experience for your customers both online and offline. If you want to learn more about driving revenue through mobile marketing, watch our free on-demand webinar, Introducing DialogTech for Mobile Marketing.
