2. Encourage users to call you
Tracking incoming calls is one thing, but making your phone ring is even better! It might not be enough to display your phone number in the corner or footer of your website: you need to encourage users to take action!
How?
Here are three simple ways to receive more incoming calls with the help of your digital properties.
A – On your website, calling you should seem like an added value.
A user is probably not visiting your website to look up your number, but rather, to find answers. Nonetheless, in certain cases—such as a non-optimized mobile navigation or when making a purchase that requires additional information—a human interaction can provide added value to the customer’s experience. Just make sure you explain it.
To get there, you need to display your phone number, and make sure mobile users can click on it to call you.
B – In your marketing communications, make a clear call to action: “Call us”.
Highlighting the “Call us” message across all communications can be very beneficial, and can ensure that users know about this option. Our experience revealed that there’s a real difference in click rates and engagement with ads featuring this specific call to action and those with a more classic one, such as “Contact us”.
C – Take full advantage of a click-to-call ad in your ad campaigns.
Most ad networks offer multiple formats made for users to easily call you with a simple click on an ad. For instance, Google and Facebook have formats featuring a highlight on a phone call. Here is an example:
Our experience has shown that the cost per prospect for click-to-calls that redirect users toward an online contact form are more efficient than the classic formats with the same attributed value.
Google also allows you to display your phone number on your AdWords ads. On mobile, it could be a simple “Call” button in an ad that can connect users directly to you without having to visit your website. Here is a preview:
#PRO Tip
Google AdWords’ new interface allows you to adjust auctions to display these calling options. You can find it under “Adjustment bid adj”.
In conclusion, phone calls can be a great way to improve your sales and your digital marketing offensives profit. Of course, this only works if you have the in-house resources to answer the phone, and an omni-channel understanding of your business and its conversion rate. The gap between online and offline is narrowing, so we need to understand it to be able to analyse our marketing presence.