Conversion Conference - Mobile+Phone Calls=HIgher Conversions

Mobile + Phone Calls=Higher Conversions

Jason Wells, CEO@logmycalls

LogMyCalls.com

@logmycalls #convcon

What % of web leads buy in 3 months?

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2% to 8% of web leads are ready to buy in 3 months

Marketing Sherpa, 2011

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Why does this matter?

But First… Mobile: The Basics

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10%20%30%40%50%60%70%80%90%

‘Severely Anxiety Inducing’

Taylor Nelson Sofres, 2012

91% of U.S. smartphone owners have their phone within arms reach 24/7

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Morgan Stanley, 2012

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There are nearly 7 billion people on Earth.

4.2 billion own a toothbrush

5.1 billion own a mobile phone.

The primary consumption devices are now wholly mobile.

Mobile Marketing

Marketers

Mobile search will surpass desktop search

in 2013 or 2014Google, eMarketer, 2011

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“In three years time desktop search will be

totally irrelevant.”Google, Nov. 2010

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Mobile Search90% of mobile searchers take action within ONE DAY

50% of mobile searchers BUY

Nielsen, 2012

No Action10%

Action Taken90%

Mobile Search Re-sponse

Mobile Marketer, 2012

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61%

73%

of mobile searches result in a phone call immediately

of all mobile searchers look up phone numbers and call businesses

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Google, 2011

Nielsen, 2012

Mobile = Tidal Wave of CallsBusinesses will receive 70 billion calls from mobile devices by 2016. Today that number is 20 billion

Calls to businesses will more than double by the end of 2013

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“Mobile call volumes will so profoundly change advertising spend that companies that cannot make the transition won’t even be remembered with the same disdain as the much-maligned print Yellow Pages.” BIA/Kelsey, 2012

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What % of callers buy immediately?

21% to 35%

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of all inbound callers buy immediately

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Inbound callers convert 10-15x more than

web leads

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Mobile Search

Awareness

Evaluation

Decision

Almost all web leads enter the funnel unready to buy

Mobile leads are in ‘buying’ mode

Mobile Produces CallsMobile CTC (Pay-Per-Call)

Mobile Landing PagesMobile Sites

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Mobile is Growing Mobile Produces Calls Calls convert like CRAZY

So how do you optimize mobile conversions and drive

more calls?

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Tactics

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Click To Call

Maps and ‘tap-able’ phone numbers

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Mobile BiddingSeparate Mobile Campaigns

– Average CTR increases by 11.5%– Budget and bid separately for mobile– Optimize keyword lists– Optimizing ad copy with ‘call-specific’ words can increase CTR by 8%+

Day-Parting– Day Parting – Desktop off-hours are mobile on-hours

Geo/Device Targeting– Tablets, smartphones– Take advantage of location awareness– Local, local, local

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Call Extensions

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Call Extensions

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Call Extensions

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Mobile Landing Pages

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Tracked Click-to-CallCheckin

Map – DirectionsLimited Forms

Mobile Landing Page

Sparkpage.co Atmio.com

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Less ContentClick-to-Call

Simple Categories

Mobile Websites

Dudamobile.com

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Mobile Ad CopyInclude Phrases like ‘Call Now’ or ‘Call for Special Price’

– Google says CTR increases 1% to 3% when call specific language is used in ad copy

Call Analytics – Calls are simple to track– No longer a blind spot

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IHG sought to increase room reservations and revenue via mobile click-to-call (CTC)

• Tactics – Bought click-to-call (CTC) ads via the Google mobile ad

network– Put phone numbers in these ads with phrases like ‘Call to Book

Now’ or ‘Call us Now’

• Results – Mobile search revenue increased 91% YoY– Traffic to mobile site increased 20%– Increased CTR over 30% compared to ‘generic’ ad copy in

mobile ads before

Case Study: Click To Call

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Case Study: Click To CallEsurance needed to decrease CPA. Experimented with mobile CTC ads.

• Tactics – Bought click-to-call (CTC) ads via the Google

mobile ad network– Put phone numbers in these ads with phrases like

‘Call to Get a Quote Now’ or ‘Call us Now’

• Results – Campaigns generated 30% to 35% higher CTR

than campaigns without ‘call specific’ ad copy– 10% lower CPC than ‘regular’ PPC ads– CTC ads had a 30% lower CPA than other channels

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“The people coming in through Google mobile ads click-to-call are very, very high converting leads. CTC allows us to immediately begin consultative selling over the phone, and that increases our close rate substantially.” Dir. Online Mktg., esurance

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Case Study: Call AnalyticsIs Google Adwords measurement enough?

• Tactics – Put LogMyCalls local numbers in click-to-call pay-

per-call (PPC) ads– Put phone numbers in these ads with phrases like

‘Call us Now’

• Results (for every $1oK spent)

– Google Measured 1800 calls– Actual Call Analytics

• 890 Calls completed (48.3%)• 270 Qualified Opportunities (15%)• 180 reservations Booked (10%)

No Con-nect51%Not a

Lead34%

Q-Lost5%

Q-Closed10%

Call Results Study

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Case Study: Call AnalyticsGoogle calculates (and charges you for) every time the number is tapped

• Without gathering call analytics CPL, CPA, CPC would have been totally wrong

• Use some number as call extension, use call tracking number

• Mobile marketing still useful ($600 ROI on $300+ spend)

The Case for Mobile Click-to-Call

• They have higher CTR than ‘desktop’ PPC campaigns

• The most common result is a call

• Calls convert more often than web leads

• Call analytics tools now available

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‘Regular’ Page Conversions and Calls

Campaign 1– 40.1% Conversion Rate

• 17.8% Demo Rate

Campaign 2– 32.9% Conversion Rate

• 13.2% Demo Rate

Campaign 3– 40.4% Conversion Rate

• 3.6% Demo Rate

Calls On This Page• 54% of callers to this landing

page converted to demo stage

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Thank You!• Connect With Me

– Twitter: @logmycalls– Email: jason@logmycalls.com

• Special Offer– Free White Paper – 9 Things You Need to Know About the Mobile Marketing Explosion– LogMyCalls.com/explosion

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