If you’ve visited our blog in the past, you know that we value phone calls.
But did you know that calls are 10x to 15x more likely to convert than other lead sources?
So here’s the question, how are businesses getting the phone to ring?
Here are five strategies to get the calls rolling in:
1) Landing Pages
This approach has felt the heat of many an argument.
Since landing pages are typically focused on getting visitors to fill out a form, the concept of adding a phone number to the page tends to raise eyebrows.
For the purpose of conversion rate optimization, many landing page experts advise against having more than one goal on the page. A phone number is seen as a distraction from getting the visitor to fill out the form.
We disagree with this practice when it comes to phone calls. The value of an inbound call far outweighs a form-fill, which is why you need to make sure that you use DNI call tracking on landing pages.
If you want people to call you then you need to have a prominently placed number on your landing pages.
2) Phone Number Placement
Obscure phone number placement is a recurring problem we see on websites.
If people can’t find your number then your silent phone should not become the victim of your frustration.
Make sure that visitors can immediately see your phone number when they arrive on your website.
Make it a key feature of your homepage.
3) Call-Centric Language
The language that you use on your website, landing pages and ad copy should encourage phone calls.
This can include phrases such as “Give us a Call Today” and “Call Now.” The design elements on surrounding your copy should also serve to highlight the phone number on your pages.
4) Phone Numbers in Ads
Enabling DNI from your ad campaigns will allow a unique phone number to be displayed on your website or landing page when someone clicks through from a specific ad.
In addition to using DNI to track the ads that are generating phone calls, it’s also effective to include a phone number in the ads themselves.
5) Call-Only Ad Campaigns
You’ve probably heard that there is a new format in Google AdWords that supports call-only campaigns. This setup is ideal for getting customers to make the call.
The most logical action following a mobile search is a phone call. With call-only campaigns, potential customers can connect with your business by simply tapping on the number in your ad.
Phone calls are a powerful lead source. They are more likely to produce customers and revenue than web leads.
Take advantage of phone calls today.
Split-Testing
Let’s use direct mail as an example. You want to determine what mailer design is most effective. You could split test colors or layouts or size. You can split-test anything you want. (Remember, the whole point of split testing is to optimize your advertising dollar. You want to get the most bang for your buck).
To split test direct mail ads, you simply create two very different ads and put a different Convirza tracking phone number on each. Then, Convirza will tell you which one is generating more phone calls. You will then know which one works better.
It’s that simple.
For example, if you split tested the color of direct mail ads and determined that a blue color-schemed ad generated more calls than a red-schemed ad, you would then know to run all blue ads next time. This will save you money and generate more phone calls.
You can follow that formula for any ad, anytime, anywhere. Split testing will show you precisely what’s working and what isn’t. Split testing will save you money.
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