For years, search marketers have fixated on conversion optimization, continuously testing and tweaking their pages to drive higher conversion rates from clicks to leads. In order to get any attribution for those conversions, it was an initial best practice to push consumers to isolated entrance pages and force them to fill out a form, thereby clearly connecting the online activity — and the search channel that drove it — to a sales lead.
Some marketers would go as far as removing the business’s phone number from their landing pages, since those phone leads were offline conversions search marketers could not track.
But things have changed. Most search marketers now provide paths back to the main site so consumers requiring additional information before converting can find it. And a call tracking solution now enables search marketers to get full attribution for the calls they generate from paid and organic search results, whether those calls happen from the initial landing page or anywhere else on the site.
The wealth of rich data available to measure online-to-offline performance represents an opportunity to dramatically shift marketing strategies, in particular those for search engine marketing. And it raises some interesting questions. Do consumers who call from the initial entrance page convert to customers at a higher rate than those that call after clicking through to the main site? And how do those online-to-offline behaviors impact the strategies marketers should use on both their landing pages and their site as a whole?
To get the answers, DT University analyzed more than 1 million calls to businesses from consumers in the DialogTech voice management platform, which captures full attribution for calls generated by PPC or any other source, including full click path activity before, during, and after the call, giving us a full picture of the caller’s online-to-offline experience. We analyzed which calls came from the initial entrance page and which came after the visitor clicked through to the main site. Then, using DialogTech’s proprietary Conversation Insights™ algorithms, we mined the content of the calls to identify which ones resulted in a sale or appointment.
We found that new customers who call after navigating to a page different from the entrance page convert to a sale or appointment up to 90% more frequently than customers who call after staying on the initial entrance page.
Each of the seven industries examined as part of this study followed this trend, to varying degrees. This trend was particularly prevalent in automotive parts and services, travel and leisure, B2B IT, and childhood education.
While this trend was less extreme among the senior care, auto OEMs and dealers, and home services industries, these findings are still critical for marketers to understand. Even in these industries, marketers should optimize all pages for calls in order to optimize the customer experience, regardless of their conversion path.
The wide range of conversion rate improvements across industries signals that purchasing behavior is directly correlated to what is being purchased. Within each industry there are deviations evidenced at the individual business level due to differences in business models, customer acquisition processes, and other factors.
To understand the degree to which this impacts your business and the specific strategies you should employ to optimize your website, you need a call attribution and conversation analytics solution. With insights specific to your business, you can identify the sources as well as the ideal page paths which result in the highest quality phone calls.
These findings show that regardless of industry, you should make it easy for consumers to find information on your site and have visible phone numbers on all pages so they can call whenever they are ready.
For marketers to take advantage of this shift in behavior, they need to enable their buyers to be the master of their own customer journey and optimize the caller experience at every stage:
Want to get started? DialogTech is the leading expert in call analytics and optimization. To speak with one of our experts to learn more about how to optimize your customer journey for call, set up a call today.
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