Let’s pick up our conversion optimization discussion where we left off. Previously, we discussed about the fourth method to optimize conversion via call tracking by Allen McKay in his recent webinar. Today we will be dealing with the last two methods which is mobile conversion and close rate tracking (a bonus method shared by our guest speaker, McKay Allen)
The New Era of Call Tracking
At this time, mobile search has clearly surpassed desktops, just as McKay foretold. Most searches will be conducted on a mobile phone or on a smartphone than on a desktop. This means your business’ website is going to be accessed more on a mobile device than it will be on a static device. That’s substantial and significant. In 2011, Google also said that in 3 years time, desktop search will be totally insignificant.
According to Google, 61% of a local mobile search will result in a phone call immediately. The predominant call to action on most mobile search is a map locate app. It’s the first and most common action after a mobile search. The second is a phone call. 61% of the time someone searches something on the mobile phone, they call a number. All they need to do is tap the number to make a phone call to a business. And it’s just becoming more and more popular nowadays. As mobile search grows, it then follows that the number of phone calls will increase as well. According to Google, about 70 billion calls will be generated from mobile devices by 2016. By the end of this year, BA also tells us that most businesses will have their call volume double because of the mobile search boom phenomenon.
Call Tracking Application
Obviously, with this huge increase in mobile search, we need to be able to track mobile calls conversions for those channels. It’s highly recommended to use call tracking if you’re doing a mobile pay per call via Google so you can actually put a phone number in your Google mobile apps and make that number “tappable”. You can also put a phone number in any of your mobile landing page or in any mobile websites that you might have so you can track those conversion points. You can put tracking numbers within those sites so you can manage that data and be able to easily track it.
Close Rate Tracking
At what percentage of time do callers end up being customers? In most industries, that is around 30%, which is still higher than form rates. However, with the right information, close rates can increase to about 80%. This is more about how you interact with your clients. It is important that you treat your customers well during a phone call. If you’re terrible at it, it will greatly affect your close rate. Even if you are not the end user, or even if you have clients you want to track calls for, it is very important to track close rates. Close rate on the phone is the equivalent of a landing page form. If you can track the information coming through and do the necessary improvements, you can increase your close rates, and that in turn, will increase your conversion rates.
In general, the benefits of call tracking in terms of conversion rate is, it enables you to get more data. You get calls which are more likely to convert. You get full optimization and you can make more money. To find out more about call tracking, check out Allen’s full webbinar here.