Optimizing Your Site for Phone Calls

1
Optimizing Your Site for Phone Calls
2

• Computers are useful tools, but they will never
  possess the human touch. It turns out this is
  what people truly want

3

• and the one element that can close a deal most
  effectively. What that means for your business is
  that phone call quality and optimization matter.
  They have a direct impact on your revenue. Its
  essential that you get customers to call your
  business and to keep them on the phone and
  satisfied once they do.

4

• In a recent study conducted by Conversion
  Sciences, the company outlined best practices for
  optimizing phone calls. We trust the results
  completely as Conversion Sciences has worked with
  hundreds of companies to help them find their
  phone call conversion sweet spots.

5
Create a Great Offer to Optimize the Phone Call

• Making promises to customers is part of an
  effective marketing strategy, but it only goes so
  far. You must keep those promises to endure
  people to your business for the long haul. Making
  a valid offer is the first step in building trust
  with your client base.

6

• Consider that people looking for a solution to a
  pressing problem will find your company and
  consider its products or services as one possible
  way to solve their issue. This is due to the link
  or ad the prospective customer followed to learn
  more about a possible solution.

7

• Since he or she took the time to follow the ad
  or link, you must uphold your end of the bargain
  by following through with a promise or solution.
• If you promote an ad that offers a service or
  product free or at a reduced price, you need to
  ensure that each prospective customer ends up at
  a landing page that explains the deal in more
  detail.

8

• In other words, your ad and landing page need to
  align. If they dont, your potential new customer
  will develop an instant dislike of your company
  and not follow through with placing a call.
• When youre attempting to optimize phone calls,
  be certain that your call to action or offer
  requests that people call to receive it.

9

• Dont forget to add emotion to inspire a sense
  of urgency to call your company right away. A
  message such as complete this form or call us
  today gets the message across, but its boring.
  Remember that people act on emotion far more
  often than they act on logic.

10
Choose Where to Place Your Call to Action
Carefully

11

• Youre coming along nicely if you have an offer
  thats aligned, clear, and makes an emotional
  appeal. However, you still need to create a
  powerful call to action and place it prominently
  in the headline of your ad. Dont be afraid to
  make it bold, large, and in the middle. It only
  makes sense that your offer will be more
  successful when it really stands out to people.

12

• We also recommend repeating the offer a second
  time about three-quarters of the way down the
  page so people see it again while they scroll.
  Dont forget to put your companys telephone
  number in a place

13

• where people would look for it such as in the
  footer and the upper right-hand corner. If you
  intend to optimize your ad on a mobile website,
  it should remain at the top as a sticky header so
  people dont lose sight of it while scrolling.

14
Bring All Elements into Harmony

• While you obviously need to post your company
  telephone number so people can call you,
  optimizing a web page involves a lot more than
  that. All other page elements, such as the design
  and font, should encourage visitors to place a
  call to learn more about your offer.

15

• Make sure that you run several A/B tests to see
  which forms on your website cause a direct
  increase in calls. Feel free to change things
  like menu styles and photos to see if it makes an
  impact on call volume.

16

• Additionally, consider adding page elements that
  put peoples minds at ease with whatever sales
  objections might be holding them back from making
  a purchase. For example, a link about
  interest-free financing options for cosmetic
  dentistry services should inspire most people
  interested in them

17

• to keep exploring their options further. If a
  certain element doesnt produce the uptick in
  calls that you expected, dont be afraid to
  continually tweak it until it does.

18
Measuring Your Sales Conversion Rate is the Most
Useful Metric

• You probably use several different types of
  metrics to determine the effectiveness of your
  advertising campaigns. The most common ones
  include number of calls received, time spent on
  each page of the website, engagement rate, and
  click-through rate. While this provides you with
  valuable information, dont forget the most
  important metric of all.

19

• That would be your sales conversion rate.
• The reason your sales conversion rate is most
  important is that it provides you with the most
  accurate gauge for your return on investment. To
  arrive at this figure, you need to consider the
  volume of phone calls received as well as the
  quality of each call.

20

• However, its only possible to obtain this
  information with advanced software for call
  tracking available from CallSumo. The small
  investment is well worth the data you receive in
  return that enables you to make informed
  marketing decisions now and in the future.

21

• With our advanced call tracking software
  enabled, you can test various headlines as well
  as ads, calls to action, keywords, and offers to
  determine which of them provides the greatest
  return of your advertising dollar. One of the
  most impressive features of our program is that
  each user experience,

22

• whether its an ad, webpage, or offer, has a
  unique tracking number assigned to it. That means
  CallSumos tracking software associates the phone
  number with a specific touchpoint and can tell
  you the exact lead that generated the call.

23

• Because our call tracking software program is
  already integrated with platforms such as Google
  AdWords and Google Analytics, you can quickly
  access every metric you need to make the best
  decisions for your marketing campaigns. We would
  be happy to arrange a demonstration at your
  convenience.