I know you don’t want to be that marketer with the website that turns away potential customers. What if I told you there’s a really easy way to get more conversions from your website and landing pages? The answer lies in the phone.
Yep, your customers want to call, and one of the simplest and most effective ways to boost conversions from your website is to focus on driving calls. In fact, 65% of people prefer to contact a business via a phone call, while only 24% prefer to fill out a form. In other words, optimizing your website to drive phone calls is the low hanging fruit you’ve been looking for.
Check out this checklist to help you get the high-quality phone calls you’ve been missing.
The Benefits of Driving Calls from Your Website
Phone calls represent highly valuable conversions as they reflect a strong level of interest and motivation. When customers willingly dial that number and eagerly wait to speak with someone at your company, you know you've hit the jackpot. These motivated individuals are often ready to make a purchase or move forward in the customer journey, presenting a prime opportunity to provide personalized guidance, answer any lingering questions, and ultimately close the sale.
By prioritizing phone calls as a valuable conversion metric, businesses can capitalize on the heightened intention of these customers and leverage real-time interactions to drive increased conversions and revenue. According to Forrester, 82% of marketers agree that insights from inbound calls and call experiences reveal costly blind spots in their organization. To learn more, we’ve compiled more stats and data in our conversion and intelligence statistics blog post here.
10 Tips to Drive More Calls from Your Website
1. Feature a phone number on your homepage.
This one may seem pretty obvious, but you would be surprised at the number of businesses that fail to include a phone number anywhere on their website. How can your web visitors call you if you make it virtually impossible for them to find a phone number? Keep in mind that hiding a phone number in the footer of your website doesn’t count and is a horrible experience for your potential customers. In fact, according to a recent survey, 68% of people will only search for a company's phone number for two minutes or less before moving on to a competitor. So while you're spending all your time optimizing your website for digital conversions, you're annoying and turning away all the people who want to call.
2. Emphasize your phone number on landing pages.
Slapping a phone number on your website isn’t enough. Between your paid search campaigns, social media ads, display ads, and all your other ads, you're probably using a ton of landing pages. Make sure these landing pages prominently feature a phone number. We've found that above the form is a great place and gives your visitors the option to connect how they want.
3. Make sure you use call tracking.
Like all good digital marketers, I am sure you're very data driven and attribution is one of your top priorities. Well, I have great news for you: optimizing your website for call conversions doesn't mean you have to sacrifice visibility or attribution.
With call tracking tools like Invoca, you can capture individual customer journeys with dynamically inserted phone numbers. You'll know exactly which ads, paid search keywords, and webpages led to a phone call. Plus, phone calls come with a ton of demographic data and customer insights you just can't get from an online interaction.
4. Optimize your website for mobile
Optimizing your website for mobile is crucial in providing a seamless and enjoyable experience for mobile visitors, who are also more inclined to make phone calls. Site speed plays a pivotal role as mobile users tend to have limited patience and will quickly abandon a website that takes too long to load. If they can’t trust the reliability of your website, how can they trust the reliability of your product or service? To enhance the mobile interaction, consider implementing responsive design, compressing images, and minimizing redirects. Additionally, ensure that your content is easy to read, buttons and menus are finger-friendly (keep thumbs in mind as well!), and forms are simplified for mobile users. By prioritizing these optimization strategies, you can cater to the preferences of mobile visitors and maximize their chances of engaging with your website, ultimately driving more phone calls and conversions.
5. Use click-to-call buttons for mobile visitors.
What mobile user is going to memorize or write down your phone number so they can call you? There is an easier way — click-to-call buttons. With some simple code you can create your very own click-to-call button that takes a mobile web visitor from LP to phone call at the single touch of a button.
With a solution like Invoca, the code will automatically distinguish between a desktop or mobile user so you never have to worry about creating a unique experience for each visitor. With a click-to-call button, you’ll get more of the calls your business wants and your mobile customers will get the optimized experience they expect.
6. A/B test your website to optimize for more high-value phone calls.
If you want phone calls to flood your sales floor or call center, you have to keep testing and improve so you can find the best way to drive the types of calls you want. A/B test your website and landing pages to drive more calls.
There are an almost infinite number of things you can A/B test to optimize for more calls. Try different placements and styles of your phone number or click-to-call button. Work with the overall landing page layout to see what drives more online conversions, phone calls, and ultimately sales. Try different colors, imagery, and more.
7. Encourage calls with your copy.
Don't let your copy hold you back from driving the high quality calls you're after. Does your webpage copy encourage phone calls? It should also be obvious what the visitor can expect when they call. Will they get a live quote, personal assistance, or a special discount?
8. Include a unique phone number for every location
Imagine this: You’re traveling and while you’re waiting for your flight, you visit the website for a national business that you’re considering contacting. After you land, you notice something out of the ordinary – a phone number for the local location where you’ve just landed? With local numbers at your fingertips, you can confidently dial, knowing that you'll be swiftly connected to the right place without getting caught in a transfer vortex. No more being stuck in the purgatory of a central contact center, desperately hoping to escape the hold music. So go ahead, embrace the joy of local numbers and let your calls journey straight to the nearest location, because life's too short for unnecessary transfers and endless wait times.
9. Don’t drive calls 24/7
This one probably seems counterintuitive, but if you don’t have a call center that accepts calls 24/7, or an automated phone system that is completely self-service, then don’t actively drive calls when your business is closed. No one wants to make a call just to be met with a voicemail. Tools like Invoca allow you to decide when your phone number is on display so you only get calls when you want.
10. Intelligently route callers to the best destination
Intelligently routing callers to the most suitable destinations is paramount when it comes to providing exceptional customer service. After all, nobody wants to be stuck in a never-ending maze of transfers, desperately trying to find the right department. That's where Invoca comes to the rescue! By harnessing the power of data collected from callers' website journeys, we’ve cracked the code to understand their needs and preferences. With this valuable insight, Invoca’s platform is capable of automatically directing callers to the best-fitting department, ensuring a seamless and efficient experience. So say goodbye to the frustration of being routed to the wrong place, and say hello to Invoca, your trusted custom navigator in the world of call routing. Check out this post about Invoca call routing to learn more.
Convert More Callers to Customers with Invoca for Contact Center
Driving calls is only one piece of the puzzle when it comes to achieving success for your organization. Converting those callers into satisfied customers is a whole new ball game. This is where Invoca can help with its solution for contact center agent coaching. Invoca's AI automatically reviews each call according to your criteria, ensuring that your agents are hitting the right talking points, delivering consistent messaging, and providing exceptional customer experiences. Invoca also enables you to identify areas for improvement, offer targeted coaching, and refine agent performance for optimal results. Check out our blog post, How to Get Started Quickly With Contact Center Conversation Intelligence, to learn more.
Additional Reading
Want to learn how Invoca can help you drive and convert more high-quality phone leads? Check out these resources:
