Ben Childs
By Ben Childs | Uncategorized | May 8, 2014

Phone Callers Convert… Especially If You Ask

McKay Allen from Log My Calls recently wrote a piece for Search Engine Journal detailing an infographic showing some interesting phone call-based conversion statistics. The statistics were gleaned using “conversion analytics,” proprietary speech recognition technology that analyzes what happens on calls (sign-ups, purchases, etc.).

Their new technology gathered some pretty interesting data. From their Q1 2014 calls, they found that:

  • 29% of calls led to a conversion of some sort.
  • 42% of calls are sales inquiries, of which a little under half (46%) were missed opportunities that didn’t convert.
  • If an employee asks a caller directly for their business (which happens just 13% of the time), the caller is 10.4x more likely to convert.

McKay writes:

“For the last five to eight years or so search marketers have had some level of lead scoring for web leads. This is the exact same concept now applied to phone calls. Search marketers can analyze channels, campaigns, ads, and keywords based on lead quality. Perhaps a specific keyword group generates a lot of phone calls, but they are not very high quality. That would change your marketing spend.

Additionally, some mobile search agencies are now billing their clients more money if a phone calls has a high lead score. That’s a great way to use the data.

This data can be appended to CRM records, added to email nurturing campaigns, and even pushed into marketing automation platforms.”

This was an awesome infographic, and a great write-up by McKay that supported a lot of my own experience with call tracking. It also corresponds with my personal experience as a customer: whether I’m calling or getting called, the area of greatest marginal improvement in the sales process is almost always occurring on the phone. It doesn’t matter if I’m talking to a small or large company.

Modern marketers read post after post about the newest channels, and compare every facet of our work up to the highest public standard. The phones, meanwhile, seem to be a lost art. I’ve seen it all from listening to our client calls:
  • Reps asking callers to fill out a quote form online so that they could respond to it… while they had them on the phone.
  • Reps getting fired once management actually sat down and listened to them for the first time.
  • Reps that just… can’t… ask… for business.

Broaching this subject as a digital agency is often seen as an excuse for not producing good enough leads. Also, as someone who works in internet marketing, it’s easy to take the self-satisfied view that tweaks in my headline or marketing channel are the biggest (or even only) ways I can help conversion numbers, and calls are just something that happen on the side.

Phones are low-tech, and definitely not as sexy as a beautiful e-commerce conversion funnel. However, Log My Call’s work in conversion analytics may bridge the gap soon enough, bringing conversion metrics to the every day phone call.

Read McKay’s full post at Search Engine Journal.

Have you ever had a rep that wouldn’t ask for your business?

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