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Five Best Practices to Drive More Mobile Conversions

DialogTech

Last month DialogTech Insights published a research report discussing the growth in mobile marketing and the opportunities it presents for marketers. It found that as a result of the increase in mobile digital ad spend, the number of phone calls into businesses from mobile marketing is exploding. The report was based on data from over 400,000 phone calls and 60 million web sessions across a sample of DialogTech customers.

One of the findings in the report was there are certain businesses that are doing an extraordinary job driving call conversions from mobile marketing – with some doing as much as 10 times the DialogTech customer average.

The chart below includes a sample of DialogTech customers and their phone through rate (PTR) in May of 2015. PTR is defined here as the total number of phone calls from the customer’s own landing pages divided by the total number of visitor sessions to those pages. The names of the customers have been removed to protect their identity and replaced with generic labels.

chart

Part of the story here is the nature of the goods and services offered by these types of companies: setting up cable service, purchasing insurance, buying a car, visiting a healthcare center… All complex items that often require a conversation as part of the sales process. So it makes sense that these kinds of companies would generate more phone calls than the average customer.

But some of these companies are 5-10x the average. So what they’re selling can’t be the entire story. What else are these companies doing to generate so many mobile call conversions? Here are a few commonalities we see across these DialogTech customers:

  1. Of course all websites are fully mobile responsive. Test and verify Google is classifying your site as mobile friendly on mobile search results.
  2. “Call us” is a clear call to action, but in some cases it’s not the only one. Some customers offer the option to convert via web form as well. You can easily A/B test this and see which approach generates better results for your business.
  3. Businesses targeting local customers tend to use phone numbers with local area codes. Businesses without a geographic focus or those targeting national audiences use toll free numbers more frequently.
  4. The calls to action for phone calls are varied: text based CTAs such as “call toll free 24 hours a day: 1-888-555-1234,” buttons with images of smartphones, and in many cases simply listing the phone number. Another good one to test.
  5. They use Google call extensions: offering the option for searchers to call directly from the search engine results page before clicking through to the landing page.

If you’d like to read the report and learn more about driving mobile conversions, we have made it available for download here.