Stop Wasting Time And Start High-Value Inbound Calls - INFOGRAPHIC

When you have a robust call tracking system in place, you feel excited to invest in a new campaign, because even if it doesn’t work the way you’d hope, you know the data you’ll get from it will be true and useful.

Website

Make your site call-friendly. Independent market research company Ipsos found that 70% of mobile searchers use click-to-call. At the very least, this means hyper-linking the telephone number on your website with “tel:+441010101010” for example. Be sure to include the area code at the start of the number to make it clickable.

Callback Widgets

Add more design and functionality with a callback widget. Most digital marketing blogs will persuade you to put share buttons on your website that follow the user as they scroll. But you don’t pay the bills with shares, do you? You pay them with the sales that happen on the phone. So why not replace your share buttons with a call button that follows the user as they navigate your website, and keep your call staff only a quick tap away at any moment.

Landing Pages

Pages with a telephone number convert better than those without, even if the number is never called. If your goal is to get calls, do one better by making the number more inviting with a callback widget or other click-to-call button. You don’t have to be techy to pull this off. There are many tools available today for creating beautiful landing pages. Among my favorites are:

• Unbounce.com

• Instapages.com

• Landingi.com

Add coupons to your landing pages to help prompt on-the-fence leads to action. Make sure they know that quoting their unique coupon code over the phone is the only way they will get the discount. Don’t be afraid to give them a fat discount either. The phone is a great place to upsell, and repeat custom is worth the initial cut in price. The critical thing with a landing page is getting them past the hump of tapping that call button.

Adwords

With Google Adwords, the majority have focused on getting people to click, but search advertising can be even more effective for inbound calls. You can create as many different campaigns as you have target demos. Optimize them for calls with phone-specific calls to action:

• Call Now
• Call Only Promotion
• Discounts Over The Phone Only
• Free Estimates Fast Over The Phone
• Discover What We Can Do For You Over a Short and Fast Phone Call

Pro Hack: In the Adwords interface you can add a location extension, which will present your phone number listed in Google My Business. Maybe people, especially from the desktop, will call that number without clicking. No click means you don’t pay a penny. Free calls!

Bing & Yahoo

When you’ve found a groove that works in Google Adwords, it’s a cinch to import the same campaign into Bing or Yahoo Search. These widely used Google-alternatives might not have as huge a user base, but they are certainly big enough, and they are more relaxed about what you can do in your campaign.

Pro Hack: Add your phone number in the display URL of your Bing Ad. This can lead to free calls.

Social Media

With a Facebook business page, you’ll have the option to set up a call campaign. You’ll have the same audience targeting features as you would with any other social ad campaign.

Use promo numbers for your profiles on Facebook, Twitter, Pinterest, Instagram, Snapchat, and any other platforms where your target demographic spends time. Have your social media managers handle the phone calls from those platforms so your other sales agents can focus on their own specialty channels.

Citations

Your business citations should be plastered all over the internet, and be as consistent as possible. The same title, the same email, the same description, and the same telephone number on all your citations helps your search results in Google Maps.

The downside of using the same number on every citation means that you cannot differentiate traffic from different citation sources. My recommendation is to take this trade-off. Citation traffic is organic traffic and therefore is not the most critical kind to dissect.

Learn more how to do call tracking like a boss with our Ultimate Call Tracking Guide

Sources:

1. Think With Google, The Role of Click to Call in the Path to Purchase
2. Search Engine Journal, An SEO Beginner Guide: What is Call Tracking and Why Should I Care?
3. Less Everything, Adding A Phone Number To LessAccounting Increased Our Paid User Base

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The HUB for the CRO world

The HUB for the CRO world:

I just supported The HUB for the CRO world on @ThunderclapIt // @TheRealGolub

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How 3 Companies Plugged Their Revenue Leaks

If you’re just about to get into call tracking, I’m excited for you. You’re about to identify and plug up major revenue leakages and grow your bottom line. Here are three cases of companies doing just that.

1) Fannit Marketing agency Fannit was being wrongly accused.

Their client thought Fannit wasn’t doing their job. It looked like lead generation was too low. However, by tracking where phone calls came from and how effective each call was, they discovered the problem wasn’t in lead gen at all.

The problem was in sales.

The phone agents didn’t know the answers to many of the questions that leads had. Spotting this gap in their process added $250,000 of potential annual revenue for the client.

2) Hotel Grand Lucayan Knowing what’s working is sometimes enough to transform a business from “flirting with broke” to stable and growing.

As a luxury vacation resort in the Bahamas, Hotel Grand Lucayan spent most of their marketing budget on Atlanta. That’s where most inbound flights to the Bahamas came from, so it seemed to make sense.

After implementing call tracking, however, they found advertising in certain areas in the US northeast and Florida worked far better. They now knew their highest performing areas down to the zip code.

Grand Lucayan’s phone conversion rate went up by 157%.

We live in a multi-channel world.

To win, you need to be omni-channel.

3) Paychex 

To be omnichannel, you need to have a clear view of your customers’ buying cycles. No gaps. If you’re tracking click through rates but not inbound calls from specific ads, for example, you simply can’t know how well they’re performing.

Paychex reduced cost per acquisition by 43% and increased leads generated by 95% when they started tracking calls.

They found their Adwords campaign was doing more than twice as well as they thought, and they zeroed in on their best keywords. They also reduced their ad spend during peak times when the staff was often overwhelmed by call volume, thereby reducing their cost without losing any sales.

I, for one, like to know where my money is going. I like to see how each dollar is performing, and how much return I’m getting from my investments.

I’m willing to bet you do too.

Learn more how to do call tracking like a boss with our Ultimate Call Tracking Guide

Sources:

1. Think With Google, The Role of Click to Call in the Path to Purchase
2. Search Engine Journal, An SEO Beginner Guide: What is Call Tracking and Why Should I Care?
3. Less Everything, Adding A Phone Number To LessAccounting Increased Our Paid User Base

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Why We Love Tracking Calls (And You Should, Too!) - INFOGRAPHIC

Imagine if you could track calls like you track clicks.

Wouldn’t you like to track the results produced by individual sales reps, individual calls, or calls that come from particular marketing channels?

Once you have this knowledge, you’ll never go back. It’s like going from tunnel-vision to 20/20. The phone is often the critical junction where a sale is made or lost.

I know you’re busy, so to prevent any wasted time for you or your team, I made this guide. Below you’ll find the step by step system I use with my clients to set up basic call tracking from scratch. Also, learn how to move into advanced call tracking (known as call intelligence).

What is Call Tracking?

Basic call tracking is the use of unique numbers (generated automatically) to track the source and efficacy of your inbound phone calls. Use a different number for each marketing campaigns, and your call tracking software can measure the true results of each channel.

Advanced call tracking involves the automatic analysis of phone conversations, pre-recorded voice menus, and auto-scheduled call flows. We’ll cover that later on.

What You Stand to Gain

There are five main benefits to call tracking:

1.     Know your ROI. You’ll know for sure how much money all your marketing efforts (and investments) bring into the business.

2.     Watch the right KPIs. Forget bounce rate. The phone contains much more critical metrics.

3.     Increase call conversion. Inbound calls convert extremely well already, and by tracking results, you can run tests to optimize sales.

4.     Call intelligence. With advanced call tracking, you’ll know the full picture of every lead who winds up on the phone.

5.     Find and fix money-leaks. Uncover gaps in knowledge or skill within your staff that would otherwise go unnoticed.

Know your ROI

Time and again, businesses who try call tracking find huge discrepancies in their sales and marketing systems. You might be pouring money into something you assume is giving you a return when it’s not, and simultaneously ignoring something that’s doubling every dollar you put into it!

Without call tracking, how will you keep your marketing channels accountable? Instead of hearing a monthly tally of keyword rank, bounce rates, unique visits, and other “slightly useful” figures, wouldn’t it be simpler to see how many phone calls each channel has generated for you?

With call recordings, you’ll also know the quality of calls coming from various channels. You can find real gold mines this way!

Watch the right KPIs

Key Performance Indicators (KPIs) are simply metrics that matter to your business.

Many of us working in local SEO have focused on KPIs based on rankings and traffic. Not because they’re necessarily the best metrics to follow, but because it has been easiest to track them for a long time. Relying on these metrics nowadays, however, does not make sense. With the rise of personalized search and internet directories, they miss a lot of conversions.

For example, when someone searches for a local plumber and calls directly from the SERPs, you wouldn’t see that as a click-through. And yet, it could be the hottest lead you got that day! A rankings and traffic report is blind to those valuable phone calls.

Increase call conversion

Calls are highly profitable.

According to Google, inbound phone calls are 10–15 times more likely to convert than inbound web leads. BIA/Kelsey notes that 61% of businesses rate their inbound phone calls as “excellent leads,” while only 52% rate leads from the web as excellent. Most high-ticket products and services depend on phone calls to close the sale, and they’re the most important sales to be tracking!

You can only sustainably improve what you measure. When you know what’s bringing in the most calls, and how many calls vs. sales you get, you can start running tests and optimizing your sales systems. Until then, you’re in the dark.

Call intelligence

Going beyond call tracking and recording, those with the budget can also get “call intelligence” to get to work for them.

· Know how many phone calls are first-time and how many are repeated.

· Get alerted when someone who was on the phone a week ago shows up on your website again.

· Automatically assess the sales skills of your telephone sales reps.

· Track how many times a customer showed interest in purchasing, without having to sit through recordings.

· And much more.

Find and fix money-leaks

It’s time your receptionists and other call agents were accountable for their performance on the phone. It’s not about being “Big Brother” or pointing fingers. It’s about helping them improve and become masters of their job, to become an even more valuable asset to the business that pays their wage!

For example, they might have knowledge gaps that they feel too busy or too embarrassed to mention or fix themselves, leading them to stumble through customer questions and lose sales. Advanced call tracking is great at figuring out where phone performance can be improved.

As long as your workforce is happy to learn (as they should be!), then performance-tracking will be good news for everyone.

Learn more how to do call tracking like a boss with our Ultimate Call Tracking Guide

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Improve your Optimization Program

We know sometimes it gets difficult to reach a point where you can say you are satisfied fully with your testing activities. But the struggle is real, getting good results is not trivial. It is planned and it requires a mature conversion model to be able to optimize the programs you have.

The question now is, how do you do that?

Lucky you, we actually have components for a successful optimization program. Scroll for more!

1. Culture arround CRO

While Spiderman said, ‘with great power comes great responsibility,’ we say, ‘with great culture, comes great process and result’. To do this, you will need an executive sponsor who believes in testing. The internal sharing of results, sharing of success and failures also helps in creating a healthy working culture in the company and the people working for it.

The organizational culture of an organization is one important part that brings profitable results. Every company/organization/multinational, call it however you want, is first born by having an idendity. This identity goes on and gets developed and evoluates in such way that every person who works in the same place has similar behaviors and beliefs.

The key in making people have similar attitudes is by engaging them. As a leader it’s a very big task which needs to be done and it needs to be done correctly.

How? Find your own culture and how you want to be represented and recognised as an entity. We all know that Apple is known for innovating constantly. Or Nike supports you to have your horizons open. It’s what this is all about. Create a culture that represents you as persons and that represents your product also. Find similarities between you and the product. Make it personal. People like emotional advertising.

Your next steps should be:

• Have an identity.
• Have a plan on how you want to use that identity.
• Have an engagement plan.
• Create a culture and make people believe in it.
• Invest emotionally and financially in your team.

2. Team

There isn’t just one man behind every successful result, but a number of them. You will need a dedicated developer, one who knows the ins and outs of the program. You will then create a custom testing team, a group of experts doing different methodologies and processes to ensure excellent testing.’

Teamwork is one of the greatest tools any kind of organization can have. Individuals are very great at their job. But individuals who work together can be excellent. You know what they say, “Alone we can do so little, together we can do so much.” In any process of your work, you must have in mind team work.

What you need is actually easy. To have people in your team who are great at what they do, and then find ways of making them work together.

We can give you some examples in this situation:

• Have weekly meetings with everyone from each department and discuss what happened so far and what has to happen next. You never know when the developer guy will give some great inputs to the seller guy.
• Have task force meetings weekly. Take two or three people from different areas (that complete each other and are essential to each other at the same time), and have them work in a structured way and by objectives. Having an objective in mind every week and knowing that you need to accomplish it because your  teammates depend on that is really good for increasing the responsibility in people and also increasing the conversion rates for the upcoming results of the company.
• Have feedback sessions. Actually, you don’t even need special “sessions” for that. What you need is to create this culture, that feedbacks are very important. And they are. How will you know if you are doing the correct job? How do you know if you are evolving? How will you know if you are helping your team evaluate? And so on.

We just gave you a few small tips to start with, but now you can implement in your team whatever feel right and helps with the CRO because every team has different needs and need to be approached differently.

3. Tools and Systems

There are many many tools that you can use in order to view, verify, learn about clients etc. What is next for you is to find the best way possible to do this. What is the methodology you want to use? Why is that one the good one for you? How can you put into practice what you have acknowledged?

Always start with the data, the analytics. Remember the mantra, the more data you have, the better results you get. But never isolate data, some companies make this grave mistake of not integrating their data, the voice of the customers, the offline system they get.

The cross-disciplinary teams will do brainstorming in order to come with assumptions and solutions to the assumptions. For example, who are the target customers? What are their needs? What problems could arise from these needs? How do we solve these problems?

For qualitative testing, some tools that can help are Click Tale, User Testing and others that are data driven.

4. Process

Processes are one of the best parts of the entire activity. Now you can put into practice what you’ve learnt, work together as a team according to the organization values and see your results.

The steps are actually easy when you come down to it. First is to gather the data and to develop it. There are three documents that you will need to every test:

• experiment design
• a concept
• final results.

What you can do is to put together the test idea, create a concept out of it and build the code for it. Essentially, you will need the QA script. You do this prelaunch and post-launch.

5. Strategy

There are varying strategies in optimization results.

1. Validating the results of the test.
2. Buckshot Approach, which is simply saying blind testing. Some are just oblivious to the testing tools so what they do is they test it to all the features.
3. Some others are focused on winning; they are not into the needs of the customers.
4. Know the customers. This approach is among the ones you can use. Having an insight into the needs of the customers is important. It helps in building trust, it helps in improving results.

Remember, getting good results depends on the data and how the data are being processed. Make sure that you have a great team working for you. Make it data driven for better testing!

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8 Quick steps which help you increase your Conversion Rate !

It’s high-time to increase your conversion rate right now,  because it’s a foundation of a high sales volume. Remember, increased conversion rate means increased profits. Let’s talk real, what’s conversion rate in the first place?

Conversion Rates Defined

Simply put, these rates are the percentage of customers taking the specific actions you want. For example, the percentage of proposals you have won or percentage of clients who filled out forms on your website, percentage of visitors and buyers of products in your website.

Secrets to Improving Rates

1. Do the AB Test

The first thing to do is testing, then testing, and testing. AB testing is a method that helps you turn your visitors into customers. AB testing will help you know which of your products works best for the clients.

Example:

If you have two web pages (A and B), and you want to know which one garners more traffic, which one gets more purchase, then you can do AB testing. It will help you cut down expenses from your non-working page and keep the one that works. It’s good to have more web pages that are working, and it’s best to know which among the sites has more conversion rates.

2. Catch Attention with Compelling Value Proposition

Your proposition is an important conversion factor. A proposition is an offer you give to the clients. It’s the reason why clients stick to your site; it’s what you say that entice your clients to go to you instead of the competitor.

One way to do it is to tweak the content of your web pages: the colors and sizes, the images, the bonuses, the first things that clients see when they visit your page.

Making a value proposition requires immense knowledge about your business, what you offer. You need to figure out the unique features of your products and services. With the proposition comes effective bridging. You must be able to articulate it properly in a way that will be understood by the customers.

To know whether the proposition works, you can use AB testing.

3. Be clear about your services and benefits.

Having a Unique Selling Proposition is important, but what is also very important is that your viewers understand what you offer. Be simple when you talk about your business. Let your visitors know the features of your services and how they make a difference. Give them visual information of the use of the services and how they are delivered.

Be specific when you talk about their benefits. If they don’t understand from the first two sentences what they can win, you have just lost some potential clients.

4. Take it Slow

Some others make the mistake of rushing the clients to their services when they are only visiting and browsing. Take it slow. You must build trust with the clients, develop rapport, and provide the service you said you would. Don’t show your hands from the first time, just get their email address and keep the communication open.

5. Get their e-mails for a better communication

Why a better communication you might ask? Because everyone has an e-mail account, and everyone checks it a few times a week. If not every day. So be sure you have a subscribe button on your page. This way it will be easier for you to keep in touch with your audience and engage them with your products and services.

An e-mail will help you increase your conversion rate because now you have a better understanding about the number of visitors on your website.

6. Divide your audience

Visitors are different people with different needs. Some know what their needs are, some don’t. But the goals of every visitor are different. While some will spend minutes on your website deciding whether to buy or not, others will purchase in a few seconds. For this reason, you need to segment your viewers by creating different experiences for them.

Let’s take as an example e-mail marketing campaigns. Suppose you are sending an e-mail to 100 people, that redirects your visitors to a landing page.  From those 100 people, 80 will not be interested, 10 will click the button and another 10 will actually see your product from your landing page.

Now that you have this important information, you can use it to your advantage. Having your clients being tracked, now it’s easy for you to figure out what to do with those 10 who only clicked, and with the other 80 who didn’t click at all. For the first group, you can send personalized e-mails with different offers, to increase your conversion rate. For the second group, you can give a coupon.

7. Adjust your site based on your user’s behavior

Your page should be engaging enough so your visitors feel attracted enough that they want to stay. Brand and design are important assets that, once you perfect them, your users will feel that they are on the right page. 

Personalizing your website taking into consideration your customers behavior is what you need to do. Nowadays people are the ones in charge of the purchase process. Once they know what they want to buy, they will make a research and eventually will choose from what they think it’s best for them. 

So don’t be afraid to mold your website. For example, if you have some potential clients from other countries but your business doesn’t distribute products abroad, let them know. 

8. Get Rid of the Jargons

Remember KISS, ‘Keep it short and simple. It’s difficult to win them with the business language, but easier to win them with the language they know. Make it clear and concise. Don’t use words that you wouldn’t use in your normal conversation.

Track your Conversion Rate

Tracking is best done on a daily and monthly basis. This will make you see the problems and correct them. There are a number of tools you can use that can track your metrics and improve your profits. The key to your sales and profits is your conversion rates. So as soon as today, start improving your rates.

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13 Inspiring Examples of Effective CTAs

Do you want to increase the number of clicks in your email marketing campaigns? Focus on creating a better Call to Action(CTA). This small part of your newsletter is a major part of its success. Your subscribers are surrounded by information and tons of emails. You have to grab their attention and stand out from […]

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MAN DIGITAL Blog

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