Well, it’s simple… if you have a Free Trial that isn’t designed to convert prospects to customers, simply adding a phone number will probably not help increase conversions directly.
Should you put a phone number on your website?
Overall, it’s a great idea for businesses to put their contact number on their website and it can even increase conversions and revenue. It also makes your brand more visible, open and contactable – which in turn will generate greater customer loyalty and satisfaction.
Where do I put my phone number on my website?
Work with your web design professional to create a prominent place for your phone number within the overall design. The contact page, help page and about page are common places to include a business phone number and other contact information. However, even the placement on these pages is important.
Does a business need a phone number?
In short, your business needs a business phone number. It promotes a professional image of your online business and helps your consumers make connections. And, in turn, makes your business more sales.
Should you ask for a phone number on your forms?
Akvaterm is asking their prospects to enter a phone number before they can send an inquiry via web form. For those purposes, a phone number is definitely too much to ask for (as far as customers are concerned). Ask your web development agency to do one of the following (this should not require too much work from them):
How do I hide my phone number on a website?
3 Ways to Hide Phone, Email and Mobile Numbers on Website from Google Search
- Using Images. The most basic and secure way to hide your phone number, email and mobile number on your website is to use images instead of putting the details directly in the text.
- Using ASCII Characters.
- Using Alpha and Numeric Characters.
How do you write a phone number for a website?
How to Format Phone Numbers
- 206-782-8410 This format is most common, according to Gregg.
- (206) 782-8410 This style is common, says Gregg, but can’t be used when the telephone number itself appears in parentheses.
- All these are acceptable on letterhead and business cards, according to Gregg:
- (425) 555-0122.
Which snippet of HTML make a phone call?
How do you add a click-to-call button on a website with HTML?
- Access your HTML editor.
- Enter this standard link tag wherever you’d like the click-to-call button to be placed: <a href=””></a>
- Enter your business’s phone number(excluding dashes) in-between the quotation marks: <a href=”8882192787″></a>
Why would a company not have a phone number?
“Companies don’t want you to call them. But why? It’s most likely because phone calls cost them money, from the cost of the customer service people who have to answer them to the phone bank equipment and offices right down to the cost of the toll free call.
Is buying phone numbers illegal?
Never mind that it’s illegal. In the United States, telephone numbers are considered a public resource, which means they can’t be sold, bartered or brokered. But a “gray market” for swapping valuable numbers for thousands, or even millions of dollars, has been going on for years.
How much is a business phone number?
A business phone line can cost anywhere from $20 per month to $30 per month per user.
Why does everything require a phone number?
Having a (unique) phone number a mandatory requirement during registration can make spam fighting much easier. They consider the phone number as unique identifier of a user. Many websites think that lots of users have multiple emails and thus maybe sign up twice.
Why do online stores ask for phone number?
Because a phone number often can be used to look up a customer’s address, stores say it helps them send special offers through the mail or tailor those offers to a customer’s prior purchases. Many stores have signs explaining such a policy near checkout counters.
Why does everything want your phone number?
You gain security. They gain a phone number to sell to some numbskull who calls you saying he is with the IRS and is sending the police to arrest you. The main reason is to make it harder for spammers to open accounts. It’s easy to get a throwaway email address, but a throwaway phone number is more difficult.
Should You Put a Phone Number On Your Site?
There has been a great deal written on whether or not your company’s website should include a phone number in the Internet age. On the one hand, having a phone number may assist boost the reliability of your website, help sell potential consumers who aren’t comfortable making purchases online, and allow them to contact customer service more conveniently. What’s the other side of the coin? Phone support is a monetary outlay. Several anecdotes support both approach, but it is necessary to question, “Where has the data been collected?”
A tale of two approaches
In order to differentiate itself from the competition, Zappos placed its phone number prominently at the top of its website at all times. In response to questions regarding Zappos’ stance on their phone number, CEO Tony Hseih provided the following statement. Contact information on many websites is hidden deep within the site, at least five links deep, indicating that the firm does not actually want to hear from you. And when you do locate it, it’s either a form or an e-mail address that you should use.
To ensure that we can communicate with our consumers, we have placed our phone number (800-927-7671, in case you’d like to contact) at the top of every single page of our website.
“We will be accessible to you by phone or ticket, 24/7 – within minutes,” Rhodes wrote.
We will be there for you and your team, providing you with Fanatical Support throughout the season.
9 Website Credibility Killers
Learn how to develop a web page that inspires confidence rather than skepticism—one that assists a customer in making a purchase rather than discouraging them from doing so. Jeff Bezos, CEO and co-founder of Amazon, on the other hand, has a quite different perspective: “The finest customer service is when the client does not need to call you or talk to you.” It simply works.” Moreover, as if it weren’t clear enough, Rackspace provides two phone numbers if you click on the “Call us” item in the menu: Amazon Web Services?
Using testing and statistics, you can assess whether or not having a phone number is suitable for you and your business in this post. I’ll walk you through the step-by-step process we utilized to get the data.
Before you do anything, gather some data.
LawnStarter, my firm, provides the ability for customers to order lawn service online. Because my co-founder and I were both inspired by Zappos from the beginning, we made it a point to provide a phone number on every page. However, as we became more proficient at CRO, increased the frequency of our A/B testing, and noticed an increase in conversions online, we began to question whether we should continue to have our number on the website. We followed the ResearchXL methodology and conducted the on-site survey described below: The outcomes were as follows: Considering that scheduling lawn care online is a relatively new concept in the broad scheme of things, it was a nice surprise to see that the majority of respondents were at least somewhat comfortable ordering lawn care online.
Despite this, around 10% of respondents were apprehensive about booking lawn care online.
How to test whether to use a phone number on your site
It’s a straightforward concept. In an A/B test, you compare two versions: version A does not include a phone number and version B does have a phone number but displays it prominently. The tough issue is determining who is to blame. While I highly advise centralizing all of your company’s data in a single location, there is no need to invest in a complex call-tracking system before you know whether or not a phone number is beneficial. To conduct the test, this approach makes use of a forwarding number and a small amount of spreadsheet effort.
Step 1: Set up a tracking number.
The first step is to create a tracking number for your shipment. Fortunately, most VoIP systems make it simple to accomplish this. Please keep in mind that you should use a tracking number that is special to this experiment rather than your normal phone number. Google and other directories harvest phone numbers from public records. If you use your regular phone number, some of the calls that are part of your test may not come from the landing page that you created. Inspect to see if your phone records may be exported as a CSV file.
Twiilio will be used for the sake of this tutorial.
Step 2: Run your test.
This section is rather basic. Simply copy your tracking number and paste it into the appropriate field in your choice A/B testing application to begin. Version A: Do not fill in the phone number field (or remove it). Version B: Enter the tracking number that you received. Once you’ve completed this setup, you may combine the test with Google Analytics, Mixpanel, Segment, or any other conversion tracking software that you may be familiar with. Your test is now complete and ready to be performed.
Step 3: Link your inbound calls with customer sign-ups.
Following the completion of the exam for an appropriate amount of time, it is time to review the results: Regardless of the tool you choose, you should export your online conversion data. Put it into a single tab of a spreadsheet, like follows: Then, export your client account information to a CSV file and save it in a separate tab. (Be sure to include the phone numbers of your consumers.) In many circumstances, phone numbers will not be uniform in appearance. All that is required is the following sentence, which will delete any gaps and incorrect characters: – It’s necessary to go one step farther if your number is preceded by one or more 1s, as seen in the following statement: =if(left(J2,1)*1=1,right(J2,10),J2)*1 In order to preserve the data structured as a number rather than a string, I like to multiply string operations on numbers by one wherever possible.
- After that, you may download your call data.
- Simply copy and paste the incoming calls related with your tracking number into a third tab in your spreadsheet: import incoming calls linked with tracking number We’re going to utilize VLOOKUP now to retrieve the call conversions we need.
- For example, you may seek for the pricing of an automobile part by entering the part number into a search engine.
- To determine whether the incoming caller number is also located in our customer list, we’ll employ the VLOOKUP function on our server.
- Those are those who are interested in our products.
Use of the IF() and ISERROR() statements will help to make it a little more streamlined. Much more hygienic. The moment has come for us to collect a few data points out of this situation. What we are looking for is:
- The total number of phone calls. We received a large number of inbound calls. The total number of calls is shown. The total number of distinct incoming phone numbers that have phoned us. Conversion rate of phone calls. The proportion of converted customers compared to the total number of callers
You may find the formulae on this page: We’ll go ahead and copy and paste the following formulae into the “Summary” tab of the spreadsheet:
Step 4: Combine and check your results.
In order to aggregate the findings and compare conversion rates, you should make the following changes to your original summary tab: Using this hypothetical scenario, we observed a much lower online conversion rate (for the variant using the phone number), but an overall conversion rate that was significantly greater than the baseline. However, the test has not yet been completed.
Step 5: Account for revenue.
Phone sales aren’t free; you have to pay a human to complete the transaction, which you can’t ignore in your study. We’ll include a few additional data points to get a better idea of how big of a real victory this test was in order to obtain a more broad impression:
- Customer lifetime value (after deducting all marketing and support expenses)
- Number of sales representatives necessary
- Monthly cost per representative (i.e., their pay)
- A one-month trial period is provided.
Specifically, the calculations we performed were as follows:
- Unadjusted total LTV = LTV per client multiplied by the total number of conversions
- Sale cost is calculated as follows: sales representatives * monthly cost per rep * test period
- The adjusted total LTV is equal to the unadjusted total LTV less the selling cost.
For example, as seen in the spreadsheet, while conversions increased by 9 percent, the total lifetime value (LTV) increased by just 2 percent overall.
Next Steps: It’s not just a conversion rate problem
When making a simple change to the user interface, it would not be a difficult decision to make and execute. The provision of phone assistance, on the other hand, demands personnel, time, resources, and financial resources. Here are six following steps to help you narrow down your options and make a data-driven choice.
1. Sensitivity analysis
You may do a significance test on revenue and then call it a day on the project. However, it is not the purpose. The purpose of comparing phone numbers with and without phone numbers is to gain a basic idea of whether a phone number represents a substantial enough potential to justify the expense. In order to examine how alternative values of an independent variable would effect a particular dependent variable under a certain set of assumptions, sensitivity analysis is employed. This approach can assist in determining the true worth of an opportunity.
- There has been an upsurge in phone conversions. Perhaps your phone conversion wasn’t as good as it could have been on the first try. In the event that you are able to enhance your entire LTV, what does it look like? Reduction in the cost of representation. What would it look like if you decided to send your sales representatives overseas to work for a fraction of the cost
- Keeping the phone number a secret. Hide your phone number at the bottom of the page, hoping to keep your online conversion while enabling the Luddites to use their chosen form of communication.
2. Device testing
3. True cost of human sales
“Ryan, I think you made some pretty basic assumptions there with that analysis,” you’re probably thinking to yourself. Aaaand you’re absolutely correct. Hiring a sales representative is a time- and money-consuming endeavor. There’s a lot of churn. It is necessary to train them. A representative may be able to handle 30 calls a day on average, but during peak periods, you’ll most likely need to boost the number of reps on hand. It will become necessary to conduct call evaluations and, eventually, to recruit management as the team grows in size.
Consolidating a sales team and maintaining, much alone enhancing, your conversion rate is a difficult challenge to do. In your financial plan, you’ll need to take this into consideration, but that’s a topic for another essay.
4. Accounting for increased support costs
If you don’t already provide phone help but decide to provide a phone number on your website, you will get phone calls from visitors. There are two alternatives available to you:
- Start providing telephone assistance. This alters your company model as well as the expenditures connected with it. Inform consumers that you are unable to assist them. This results in a negative experience.
In the event that you provide phone assistance but want to delete the number, you’ll want to ensure that clients may still resolve their issues.
5. Testing infrastructure
The solution I gave is quick, nasty, and does not require any additional resources. However, if you determine that having a phone number is appropriate for your company, it will unavoidably be included in every A/B test you conduct in the foreseeable future. You’ll want to make certain that you develop processes that allow you to track results on an ongoing basis. Here are a number of sites to help you learn more about this:
- Integrations with Kissmetrics Call Tracking
- Integrating Kissmetrics Call Tracking with Convert.com
Personally, I despise being constrained by the restrictions of analytics tools that come pre-installed. We just create a MySQL database that has all of our tracking numbers, and that is all that is required. We consolidate all of our internal data—as well as data from third-party tools—into a single Redshiftdatabase, which we then connect together and show in Tableau.
6. Your core brand identity
Being subjected to the limits of out-of-the-box analytics tools is something I personally despise. We just create a MySQL database that has all of our tracking numbers, and that is all that is necessary. Tableau is used to view all of our internal data—as well as data from third-party tools—in a single Redshiftdatabase, which we subsequently link together.
A phone number on a website might be a game-changing opportunity, a massive cost center, or just meaningless. And, as with most things in digital marketing, you can’t rely on case studies or “best practices” from other organizations to guide your decisions. You must put it through its paces.
How a Phone Number Increases Your Website Conversions
It is simple to imagine that in a future dominated by artificial intelligence and chatbots, the basic telephone will be rendered nearly completely ineffective for enterprises. This, on the other hand, could not be further from the truth. Customers may choose to communicate with a company through a variety of channels, including social media, email, and, increasingly, chatbots, but there are several reasons why having an active phone number on a company’s website is crucial. Not just for the benefit of the consumer, but also for the purpose of optimizing your marketing activities.
Here are a few examples on how to go about it:
The moment a consumer turns over money in return for a product or service, he or she is investing their faith in the company that is receiving their cash. This notion works well in person since the customer can literally touch and feel their product. There must, however, be a degree of faith required when shopping online. Because consumers cannot physically see what they are purchasing and because they are handing over their money to a faceless computer, it is inevitable that they will experience some worry.
It is possible to boost client confidence by providing a phone number on your website, which is backed up by a dedicated customer service team.
For the consumer, it is comforting to know that they can speak with a real person if they have any questions or concerns about their order.
According to Google’s The Role of Click to Call research, which included over 3000 mobile searchers, 47 percent of respondents stated they would be irritated, annoyed, and more inclined to explore other brands if they were unable to immediately contact the firm.
People are more inclined to call a firm when making a high-value transaction in industries such as automobiles, finance, or travel, according to the findings of the survey.
Inspires instant communication
Because of the simplicity and convenience of online shopping and service inquiries, many consumers these days choose to make their purchases or inquire about services online. They will be able to browse different brands from a single location while on the road. The expectation of simplicity when it comes to communication is a natural result of this. With more searches being conducted on mobile devices than on desktop computers, it is critical to evaluate your “calls to action” and how they will function for people who are consuming information on their smartphones.
- Neither copying and pasting the number nor manually typing it in are required in this case.
- The click-to-call feature, on the other hand, resulted in a 200 percent increase in conversions.
- The most essential thing to remember when conducting any marketing activity is to track the phone number so that conversions can be tracked back to the source.
- It is credited to their phone call when they call to enquire about a service or product and then purchase something online, hence underlining the importance of that phone conversation and the customer’s participation.
Encouragesprovides better customer service
Customer service handles are becoming increasingly popular, with chatbots being used to answer consumer inquiries using natural language processing as they become more widely available. Despite the fact that they have been revolutionary for companies by providing consumers with 24/7 assistance when they need it, they are not able to provide the same degree of customer service and pleasure as a live person can. The truth is that speaking with a live person is more effective than entering words into a chat box since it is faster, easier, and more natural.
65 percent of people prefer to contact businesses via phone, according to Invoca’s research.
Improves local listings
In addition to providing an useful consumer experience, including a phone number on your website may have a favorable impact on your local search rankings. Local listings appear in the “organic part” of a Google page when a user enters a specific sort of query that triggers local establishments to appear on the search engine results page. Incorporating a local phone number into your Google ‘Google My Business’ directory encourages consumers to click on your listing and be presented with the option to call you.
Even if you are a large retail corporation, your customers will want to call you about a single item rather than navigating from page to page of your website in search of contact information.
Additionally, this applies to any other situations in which the company’s contact information appears, such as industry-specific directories.
As an analytics, content management, and eCommerce professional with more than ten years of industry experience, Natalia knows how to help businesses get the most out of their online marketing by efficiently combining off-line marketing to provide more comprehensive data.
Make Your Phone Number Big and Put It in Your Header to Increase Trust
- To increase trust, to close more sales, and to lessen prospect fear are all goals.
The ability to successfully display phone numbers is the foundation of multi-million dollar brands. In most cases, visitors to tech businesses will not be able to reach them by phone for support or sales purposes. For any type of solution that would normally require a salesperson to close the sale offline, such as a high-end enterprise-level offering that costs more than $100 per month, you should strongly consider hiring a sales agent or making yourself available to take phone calls in order to maximize your chances of closing the sale online.
- And the reason behind this is as follows: A phone number that is easy to remember can increase conversion since it gives consumers the confidence that they can contact you if they have a problem.
- It’s the fact that they can call.
- It’s a cue to put your faith in you.
- When your guests have faith in you, they can relax and cease being cautious.
- Always think of yourself as having a barrier between you and your consumers. Converting is primarily about tearing down the components of the wall that most customers have constructed around themselves. As soon as your guests begin to place their faith in you, large chunks of that wall begin to crumble, bringing you closer to them and them closer to yourselves. That is really important for sales since trust makes your visitors feel good. And, as any conversion expert will tell you, feeling happy can be a very powerful thing. The most flexible and susceptible to being convinced by you are those who are feeling well in their bodies. Even more so when they have a positive opinion of you.
This is extremely similar to a persuasive approach that most companies are currently employing: the provision of money-back assurances. Phone numbers, like money-back guarantees, aren’t there to encourage people to take advantage of them; rather, they’re there to provide individuals with the comfort they need that they aren’t stranded, overcommitted, or alone. The primary advantage of prominently displaying your phone number is that if your visitors call you, you are more likely to close a transaction with them.
- Because they’ve just shown you something really important about your desired market: at least a fraction of prospective buyers must speak with someone before making a purchase decision.
- The kind of customers that phone in are the ones who need to chat with someone before making a purchase.
- When a website does not offer live chat or phone support, people who require one-on-one interactions will have a more difficult time making a purchase.
- Shoppers who don’t require phone or chat service will simply avoid using them.
- The following is a common source of concern: Displaying a phone number will increase the number of calls.
- The only thing it accomplishes is to assist those visitors who already wish to phone and speak with someone in actually doing what they desire: calling and speaking with someone.
- Instead, it is the prudent thing to do in order to complete more deals.
Allow your website to serve as a lead generator.
Certainly, their emphasis on communicating with clients did not hinder their success.
Voices.com This voice talent agency understands that having a prominent phone number would only benefit their sales.
Both are located inside the first 100 pixels of the page.
Shopify.com The phone number is prominently shown on PricingSignup, just below the catalogue and underlined to ensure that it is spotted.
Placement of critical stress relievers – such as phone numbers, but also money-back guarantees and free shipping statements – in the header ensures that these messages are seen by all visitors on all pages of the website.
In every but one instance, this type of header test has resulted in an 8 to 10% lift, according to my observations.
What Happens If You Make Your Phone Number Difficult to Locate?
This pointless foraging behavior might lead to annoyance and frustration.
Don’t make potential or existing clients feel awful about themselves by concealing your phone number.
Don’t fool yourself into thinking that concealing your phone number would avoid pricey phone calls.
If you only provide support over the phone and not sales.
If you provide a support number, consider displaying it as well – with a clear statement surrounding it stating that the number is solely for support calls.
It is a credibility builder and an anxiety reduction to let them know that someone will be there to advise them at any time along their journey.
Why should you include your phone number on your website?
According to a recent article, a website serves as a “digital business card for every visitor.” Website design is critical in attracting and maintaining consumers, and you would never hand out a business card without including your phone number, so why would you leave your website without including your phone number? Increase the number of website conversions. Including a phone number that is easily available on your website makes it much easier for consumers and potential clients to get in touch with your company.
- In this experiment, a website compared the amount of calls they received when they put their company phone number on their homepage versus the number of calls they received when the number was not included.
- Conversion rates for business-to-business websites are typically reported to be between 2-4 percent, making a 0.5 percent increase in conversion rates a significant improvement.
- Advertising your phone number will increase the number of people who will see your advertisement and will make it much easier for them to contact you.
- A phone number can also help to establish your company as more trustworthy.
- Placement What will be your next major decision will be where you will place your phone number.
- One alternative is to place it towards the bottom of your website’s pages.
- The information is there and accessible on every page, and it is simple to locate if a consumer is seeking for it.
It is immediately apparent and makes it really simple and straightforward for anyone to get in touch with you if they so want.
A phone number prominently displayed at the top of your website suggests that your company is straightforward, straightforward, and honest.
Our phone number is prominently shown at the top of all of our web pages because, as a phone answering service, we want to promote the idea that we are excellent communicators who are simple to reach, therefore this is an obvious spot for our phone number to be displayed on our website.
Not only that, but Google has begun to penalize websites that are not optimized for mobile devices as a result.
It makes the process of contacting your company even more convenient, which may result in an increase in the number of conversions you receive.
You may also set up tracking so that you can know exactly what page the consumer was on when they called.
Doubts Put your phone number on your website, and you may experience an upsurge in irrelevant or nuisance calls as a result of your decision.
However, there are alternatives, like as answering services, that can screen and filter cold calls and prevent them from reaching you.
For example, a mobile phone number may not convey the greatest picture of your company to customers.
If you want to project a big-city image, you may utilize a 020 number without incurring the expenditures associated with establishing a firm in the capital city.
The goal is to make it as simple as possible for clients to contact you – therefore be available to assist them whenever they need it.
It also makes your brand more visible, open, and contactable – all of which will result in better consumer loyalty and pleasure as a result of your efforts.
In 2015, David worked with and helped create the customer service, marketing, and sales strategies of over 200 businesses in the United Kingdom. Reference Increase call conversion rates using Kissmetrics, according to the company.
Should You Ask For a Phone Number on Your Forms?
We are always doing A/B testing on our own and our clients’ websites as part of our effort to enhance conversion rates. One of our latest A/B experiments involved determining the impact of including a phone number form field on an ebook landing page on conversion rates. Conversions increased by 47 percent as a result of this one adjustment to the form. This means that the user would receive an ebook after completing and submitting the relevant form in this case. It is dubbed a micro conversion since it is neither a direct contact or a sales enquiry (which are both considered big conversions), but rather a request for information during the research phase.
- When compared to multivariate testing, which evaluates a large number of variables for outcomes, A/B testing estimates the difference of just one modification between two forms in order to discover which variable is more beneficial when all other factors are equal.
- Currently available data verifies the widely held belief in regard to best practices for the number of form fields — namely, that conversion rates improve as the number of form fields reduces.
- During the testing, it was discovered that reducing the number of needless fields in a form results in an increase in the number of registrations.
- However, if we were to delete virtually all form fields, leaving only one or two, we would end up with very little information on the visitors who filled out our form fields.
- But how much time did it add to his process to follow up with leads that he knew were not going to be of value to him in the long run?
The Goal: Increase Qualified Micro Conversions
In order to achieve high quality leads from these micro conversions, the aim is not only to enhance the overall conversion rate. That implies we must collect enough information during the conversion process to assess whether or not the lead is a quality lead – without alienating visitors by including extraneous form fields on our website. It was thus necessary to ask the following question: would having a phone number be critical in either our ability to qualify leads through this form or our ability to contact this lead in a timely and preferred manner?
They discover a 5 percent average decline in conversions for forms that include phone number fields, and they draw the following conclusion:
“Unless your business is based on post-click sales calls, avoid this field at all cost. Not many people like to have someone call them (unless it’s critical to their personal success).”
If you’re considering about including a phone number form field on your form, this is an important item to consider.
To be sure, each firm, website, and even individual form is unique, and testing is required before conclusive findings can be obtained. We conducted A/B testing on an ebook download micro conversion form with and without a phone number form field, and the following are the results we discovered.
The CRO Tactic: A/B Test With and Without Phone Number Form Field
When the value of each field was evaluated, it was discovered that the phone number field was the least useful, particularly at this point of the micro conversion process. The reason for this is that this specific ebook was more beneficial to those who were in the Awareness stage of the Buyers’ Journey, and therefore a follow-up phone call would have been premature. Furthermore, even at the later phases of the Buyer’s Journey, many customers prefer to communicate via email rather than phone calls (this, of course, varies between industries).
The Results: Phone Number Field Decreased Conversions By 48%
It should come as no surprise that including a form field reduced conversions. In contrast, a 48 percent decline in conversions over a period of two months is rather significant. The presence of a phone number field on a landing page that is intended for people or businesses that are more sales-ready should be noted as an example of how this could not be regarded an inconvenience. These sorts of visitors may really like to get a phone call follow-up and, as a result, would not abandon the page if they were requested to provide their phone number.
The CRO-clusion: No Phone Number Field
As previously indicated, we would anticipate that a reduction in form fields will result in an increase in total conversions, simply because individuals do not enjoy filling out an additional field. For those fields that are critical to the qualification of leads or the contact of sales-ready leads, a modest loss in conversions might be a reasonable trade-off. Because of the lower conversion rate and the fact that phone numbers were not necessary at this point in the Buyer’s Journey, it was simple to remove the phone number form field.
We are continually improving for a better user experience and improved conversion rates in order to increase the number of high-quality leads.
Best Practices for Website Phone Numbers
Get in Touch With Us Get in Touch With Us Let’s TalkDo you need assistance with your marketing? It is likely that your phone leads will outweigh your contact form submission leads if you operate a home service business (HVAC, plumbing, etc). (by about 8:1). When you stop to think about it, this makes perfect sense. If your furnace stops working during a polar vortex, you’re probably not going to want to waste time filling out an online contact form to request assistance. You’re going to use your chilly tiny fingers to dial the HVAC company’s phone number from your iPhone.
Apart from the fact that it is a disgrace from the aspect of conversion rate optimization, some people believe that having a phone number on your website boosts the trust value associated with your firm.
Basically, taking it off or making it difficult to discover is a major disservice to your company’s reputation.
Make Your Phone Number Stand Out on Your Website
‘TrackTestTweakRepeat’ is our company’s mantra, and we live by it. To find out where you should post your phone number, it’s evident that you should try it in a variety of venues. Consider the following example: you might wish to compare the top right side of the website to the top left part of the page to see which one performs better. In light of the foregoing, here are several areas where we recommend you include your phone number.
When we place a large phone number above the fold in the header section of our customers’ websites, nearly all of them report an increase in phone calls from the Web (we can monitor the source of the calls using our call tracking software). You want it to be difficult to overlook. You might also wish to play around with other color combinations. As a result, there are several studies on the psychology of color in connection to calls to action, and it is quite feasible to enhance conversions just by altering the color of your phone number.
In the event that you do not have a mobile-friendly or responsive version of your website (which is a shame, by the way), making your phone number prominently displayed in the header might make it simpler for clients to call you directly from your website.
By default, a large amount of individuals will look for your phone number in your footer. Additionally, including your company’s name, location, and phone number (NAP) in your footer will improve your local search engine optimization efforts. I won’t go into detail, but in general, Google prefers methods that allow it to verify that your organization genuinely exists before granting you access to its services. In the event that your firm has consistent NAP citations on your website and across the Web (Facebook, Google+ Local, directories and so on), Google will be satisfied that your organization is real.
Your Calls to Action
Including your phone number inside the text of your website is also an option. If someone visits your site as a result of reading a blog post you’ve produced, including your phone number and a call to action anywhere in that blog post will assist turn that visit into a lead more quickly.
Your Contact Page
This is an unavoidable fact. I’m not sure why I included this in this section. It’s possible that I’ll erase it.
The Importance of Tracking Your Phone Calls
The fact of the matter is that I’m not sure why I included this in this post. This is something I’m considering deleting.
- Assess your genuine marketing ROI– Tracking and recording your phone conversations offers you the opportunity to determine whether or not you are making money, losing money, or breaking even on your marketing efforts. This may be accomplished by comparing the amount of money you are spending with the amount of money that approach generates for you. Recover your lost leads– If a lead did not result in a transaction or an appointment, we want to know why it did not work out. If your leads are not closing, our call analytics specialists can assist you in determining why this is happening and what you can do to improve your bottom line. Get a better understanding of customer service– When you operate a business, you can’t possibly be everywhere at the same time. By tracking and recording your phone conversations, you may gain a unique understanding of the experience your clients have when calling your organization.
Please contact us when you’re ready to begin the process. You may reach us by phone, which is prominently displayed in our header, or by filling out a contact form.
You Might Also Be Interested In…
- What is the benefit of tracking and recording my phone calls? How to Set Up a Conversion Rate Optimization Test on Your Website
- Should You Use a CAPTCHA?
The Author’s Biography: Blue Corona’s Editorial Staff is dedicated to assisting you in increasing your leads and sales, optimizing your marketing expenditures, and differentiating your business by passing on our tribal knowledge and experiences. The team works tirelessly to remain on top of the newest developments in digital marketing, and they are committed to delivering you the most insightful information possible, along with professional analysis. Would you want to see anything on our blog that you haven’t seen before?
More blogs written by Blue Corona may be found here.
It is not intended to be taken as professional advice. Unless otherwise stated, all information is subject to change at any moment and without notice. For further information, please contact us.
Call Tracking: Why Your Phone is Your Most Powerful Sales Tool
The fact that millennials no longer make phone calls does not imply that they are going away. (Image courtesy of Shutterstock) The number of phone calls has increased by 40 percent across all industries, according to Invoca, since the beginning of 2014. And, after all, why not? According to 75% of consumers, making a phone call is the most efficient approach to acquire a response. Consequently, marketers are taking notice and giving phone conversations the attention that they deserve to be received.
- The phones start ringing.
- There is a lot of interest.
- They may even express an interest in purchasing.
- What was the source of the phone call?
- Is it a result of an advertisement?
- With call monitoring, you may determine where your most profitable leads are coming from and where they are not (so you can bring in more of those profitable leads).
Why Your Phone is the Most Powerful Sales Tool You Have (Besides Your Face)
Invoca’s Call Intelligence Index tracked over 30 million phone conversations and discovered that digital channels are responsible for a whopping 70% of all phone calls. There are two reasons why this is important:
- Your normal conversion rate on the internet is perhaps a percent or two higher. (If you’re lucky or have good fortune.) According to Invoca’s research, phone calls generate conversion rates of 30 to 50 percent
- Whereas, emails generate conversion rates of 15 to 20 percent.
As a result, it’s not even close. Simply by picking up the phone and dialing the number, your chances of success skyrocket. Bring on the celebration music: (Gif Source) However, this does not imply that all is sunshine and rainbows when it comes to phone calls. Why? Because the vast majority of individuals have no notion where they’ve come from. After receiving a telephone call, you answer it and put it up to divine providence. Alternatively, ‘branding.’ When, in fact, it originated via a search, a social media post, or a recommendation.
- (This means that you yourself do not receive any recognition from your employers, coworkers, or clients.) However, there is some good news.
- The key is to be aware of all of the available gaps and to exploit them.
- Using call extensions, for example (see the first suggestion below), will allow you to trace phone calls that originate as a result of your advertisements.
- So, here’s how to close those gaps that are so prevalent.
1. Call extensions
Adding a phone extension to your advertisements is the quickest and most straightforward way to get started. Using customized phone numbers from Google, you may track all inbound calls back to certain campaigns and keywords. Google will offer the phone numbers. Consider the following scenario: you conduct a ‘brand search.’ You key in the name of a firm or consultant, and their information appears on Google. A firm’s information is frequently included in the Knowledge Graph, or the highlighted block on the right-hand side of a search engine result page (SERP), assuming that the company is large and noteworthy enough.
Blue Corona, Inc.
Their true phone number is appearing on the Knowledge Graph.
However, if you look at the branded search box at the top of the website, you’ll find that it has an 800 number in it.
It is possible to enhance click-through rates by as much as 8% simply by including an optional phone extension. Not too shabby for a few minutes’ worth of hard effort!
2. Mobile specific ads
Not all PPC queries are characterized as ‘high-intent.’ This means that some people are merely looking for information about their difficulties on Google. They are not necessarily ready or eager to discuss business at this time. And the secret to producing (or sabotaging) PPC conversions is to adapt your offer to the particular temperature of each visitor that visits your site. As a result, it is frequently a delicate balancing act. That is, unless you’re looking for anything on your phone. According to Invoca’s research, mobile search is responsible for 50 percent of all calls.
Those are two really encouraging signals.
(In cases where simply a phone number is displayed with no CTA to visit a website.) Obviously, this might be difficult, so begin by testing in little amounts to see what effect it has on the outcomes.
As a result, place the most important information at the beginning of the advertisement text.
3. Keyword analysis
Call extensions serve as a first line of protection for your company. A large number of people who were already searching (or thinking) about phoning in to receive a speedy answer will be captured by these ads. However, there is still a massive, gaping hole that has to be filled. Everyone else who need a little bit of further information before to contacting will, predictably, choose to browse your website rather than phoning. They will disregard the call extension and instead click on the link to your landing page.
- As a result, the call extension is now practically worthless.
- Unless… You may improve your call analytics by using a solution such as Invoca or CallRail.
- So when someone does pick up the phone, you’ll be able to observe their whole session, as well as where they’re calling from and what website referred them to your site in the first place.
- A paying customer will not necessarily be obtained from every phone call you get.
- Even call extensions might be guilty of this from time to time.
- Despite the fact that they are not, technically speaking.
John Smith, who just paid you $10,000, first arrived through the keyphrase “life insurance quotes.” This way, you’re not simply modifying bids or testing advertisements based on vanity metrics (such as click-through rate or cost per conversion), but also on metrics that generate income (like revenue).
4. Retargeting ads with phone numbers
Not everyone who comes to your site for the first time will end up becoming a customer. Quite the contrary, as we have previously seen, the great majority will not. But that’s all right. If you already have a strategy in place to get those individuals back, that is great. The majority of retargeting display adverts are merely intended to get someone to return to the site. In other words, the desired action, also known as the CTA, is virtually usually a hyperlink click. When you take into consideration the 1-2 percent vs.
Thus, using a phone number in retargeting advertising is another simple technique to encourage a higher-converting dial rather than clicking on the ad.
In this way, you can trace the success of that unique 800-number back to the ad creative that drove each transaction that you “preserved” or “resurrected.”
5. Schedule call-based ads around availability
According to an Inovca survey, 75% of customers feel that phone calls are the most effective way to get a timely answer. That is, of course, only true if there is someone available to answer the phones. In other words, there’s no purpose in conducting these specialized ‘phone only’ advertisements during business hours or on the weekends. As a result, you must go into the office and shut down those off hours in order to save money. There’s no purpose in paying for more voicemails that go unanswered.
(Image courtesy of Shutterstock) It is possible and recommended that this “dayparting” strategy be applied to Facebook campaigns as well.
6. Incentivize the call on your pages
Nothing kills a sale faster than the inability to act. Even a research published in the Harvard Business Review indicated that organizations are typically too sluggish to respond to web leads. Companies are frequently too sluggish to respond to internet leads. (Image courtesy of Shutterstock) There is no greater example of this than the contact form on your website. Someone enters their information into the form. That indicates that they are currently interested. Finally, you have their whole and undivided attention.
- And then there’s waiting.
- An email follow-up is sent out the following day.
- They’ve already moved on from the situation.
- When a simple two-minute phone call may have made all the difference in the world.
- They must be compelled to call (by requiring users to select this option), or an incentive must be provided to make calling compelling.
People who demand immediate responses (e.g., “Speak immediately.”) who don’t want to wait might use the following not-so-subtle example: (Image courtesy of Shutterstock)
7. Click to call (above the fold)
When it comes time to make a purchase, 61 percent of mobile users think the click-to-call option is the most significant aspect in guiding them through the final purchase step to completion. So why is your phone number shown on the site as an image, rather than as text? Are you looking for anything buried deep in the footer? And it’s so small that it’s scarcely readable? According to John Busby’sSMX talk, click-to-call commerce is not a fleeting trend. It is here to stay. By 2019, it is predicted to more than double.
Toll-free number: 1-800-888-8888 /a But more significantly, you need to consider where you’re going to place that sucker.
Beginning with the Gutenberg diagram, which depicts how and where people’s eye patterns move when they arrive to your site, proceed as follows: (Image courtesy of Shutterstock) According to the research conducted by ConversionXLandUX Movement, “the fourth, bottom right terminal space is where you should post your call to action.” And, even though users are scrolling more than ever before, the practice of positioning your most crucial call-to-actions above the fold continues to be effective.
What if there was a way to have the best of both worlds?
(Image courtesy of Shutterstock) Participants in a research conducted by Smashing Magazine reported that sticky headers made it 22 percent simpler to traverse their websites. “Easier to navigate” suggests that it’s easier to view that number on the screen. As a result, it is simpler to convert.
8. Prioritize the phone
The ” CallScore ” feature of CallRail will analyze call records in order to find good (and bad) leads. Due to the fact that this is done in real time, you will know within minutes whether any of the new incoming rings are good or bad. It will also give useful internal data, such as the time it took for them to contact one of the reps and how long the prospect was conversing with one of the representatives (vs. your rep). So, sure, it works in the same way as lead scoring for phone calls. (Image courtesy of Shutterstock) Not only does this make your life simpler, but it also allows you to begin evaluating the quality of calls across different channels.
- You’re looking for high-quality ‘bottom of the funnel’ calls from people who want to talk about pricing, proposals, and quotations.
- Once again, it comes down to call quality and the final conversion rate of those calls.
- In this regard, phone calls are no different than online leads in terms of quality.
- It can also assist you in internally prioritizing calls so that they are routed to the most appropriate individual within your business, resulting in quicker and more effective call routing.
9. Vanity or local numbers
Who doesn’t enjoy a fantastic vanity number when they see one? (Image courtesy of Shutterstock) What’s more, what’s simpler to recall? An arbitrary sequence of 10 numbers? Or perhaps a memorable phrase? Vanity numbers have been shown to increase recall rates by up to 84 percent. Furthermore, when it comes to mobile consumers, vanity numbers have a click through rate that is 33 percent greater than generic numbers. However, vanity numbers can be effective, especially for smaller businesses, although they do not always provide a wide range of tracking alternatives.
Another option is to use local phone numbers as a starting point.
Customers like the company’s ” local presence ” and are drawn to theOh, I nearly forgot, the Oh, I almost forgot, the Additionally, using a local number might improve the likelihood of a consumer contacting by up to 200 percent.
(Image courtesy of Shutterstock)
10. The exit overlay
You showed up. You were there. You had come to the conclusion that you couldn’t locate what you were looking for and were going to depart. The exit overlay then took over your entire screen. Yes, it’s infuriating. However, their effectiveness justifies their usage. In accordance with the findings of CrazyEgg, “pop-up websites outperform websites without pop-ups on a constant basis.” Some incredible data has been collected by OptInMostereven, and it indicates that they have improved conversions by up to a whopping 2100 percent.
As a result, assign it a unique number once more.
(Image courtesy of Shutterstock) Think about why people are visiting your website in the first place and how you might improve their experience.
If they were just perusing blog postings, there’s a good probability they were going to leave anyhow.
The most reasonable next step is to get them on the phone and speak through it with him or her. Furthermore, it provides you with one final opportunity to close the deal.
Why do individuals make phone calls? This is what Google AdWords had to say about it: “We discovered that the ability to call is most crucial during the research and purchase phases, with 52 percent and 61 percent of mobile searchers, respectively, stating that having the ability to call is important. This suggests that a big number of phone calls occur when a customer is ready to buy or when a consumer is moving closer to making a purchasing decision.” (Image courtesy of Shutterstock) As a result, phone calls are pouring in.
Calling extensions is an excellent first step.
For this to work, you’ll need to go beyond the search engine results pages, creating unique numbers across your landing pages, navigation, exit overlays, and even retargeting ads, so you can track down the reason.