Conversion Conference - Mobile+Phone Calls=HIgher Conversions

Mobile + Phone Calls=Higher Conversions

Jason Wells, CEO
@logmycalls
LogMyCalls.com

What % of web leads buy in 3 months?
@logmycalls #convcon

2% to 8% of web leads are ready to buy in 3 months
Marketing Sherpa, 2011


Why does this matter?


But First… Mobile: The Basics
‘Severely Anxiety Inducing’
90%
91% of U.S. smartphone 80%
70%
owners have their phone 60%
within arms reach 24/7 50%
40%
30%
20%
10%
0%
Morgan Stanley, 2012

Taylor Nelson Sofres, 2012


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 search will
surpass desktop search
in 2013 or 2014
Google, eMarketer, 2011


“In three years time
desktop search will be
totally irrelevant.”
Google, Nov. 2010


Mobile Search
Mobile Search Response
90% of mobile searchers No
Action
take action within ONE 10%

DAY

Action

50% of mobile searchers Taken
90%
BUY
Nielsen, 2012
Mobile Marketer, 2012


of mobile searches

61% result in a phone call
immediately
Google, 2011

of all mobile searchers

73% look up phone numbers
and call businesses
Nielsen, 2012


Mobile = Tidal Wave of Calls
Businesses 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


“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


What % of callers buy immediately?

21% to 35%
of all inbound callers
buy immediately


Inbound callers convert
10-15x more than
web leads


Mobile Search

Almost all web leads
enter the funnel
Awareness
unready to buy

Evaluation

Mobile leads are in ‘buying’
Decision mode


Mobile Produces Calls
Mobile CTC (Pay-Per-Call)
Mobile Landing Pages
Mobile Sites


 Mobile is Growing
 Mobile Produces Calls
 Calls convert like CRAZY

So how do you optimize
mobile conversions and drive
more calls?

Tactics


Click To Call

Maps and „tap-able‟ phone numbers


Mobile Bidding
Separate 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

Call Extensions


Mobile Landing Pages


Mobile Landing Page
Tracked Click-to-Call
Checkin
Map – Directions
Limited Forms

Sparkpage.co Atmio.com


Mobile Websites
Less Content
Click-to-Call
Simple Categories

Dudamobile.com


Mobile Ad Copy
Include 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


Case Study: Click To Call
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
Esurance 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


“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


Case Study: Call Analytics
Is Google Adwords measurement
enough?

• Tactics
– Put LogMyCalls local numbers in click-to-call pay- Call Results Study
per-call (PPC) ads Q-
– Put phone numbers in these ads with phrases like Closed
‘Call us Now’
Q-
Lost 10%
• Results (for every $1oK 5%
spent) No
– Google Measured 1800 calls Connect
– Actual Call Analytics Not a 51%
• 890 Calls completed (48.3%) Lead
• 270 Qualified Opportunities (15%) 34%
• 180 reservations Booked (10%)


Case Study: Call Analytics
Google 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


‘Regular’ Page Conversions and Calls
Campaign 1
– 40.1% Conversion Rate
• 17.8% Demo Rate
Campaign 2
• 13.2% Demo Rate
Campaign 3
• 3.6% Demo Rate

Calls On This Page
• 54% of callers to this landing
page converted to demo stage


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


Conversion Conference - Mobile+Phone Calls=HIgher Conversions

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Conversion Conference - Mobile+Phone Calls=HIgher Conversions