Wider funnel&ifbyphone july15

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Wider funnel&ifbyphone july15

  1. 1. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure DriveMorePhoneCallsFromYourWebsite WithConversionOptimization July 15, 2014 Blair Symes Demand Generation Manager Ifbyphone @Ifbyphone Alhan Keser Sr Conversion Strategist WiderFunnel @WiderFunnel
  2. 2. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure Presenters Alhan Keser Sr Conversion Strategist WiderFunnel @WiderFunnel
  3. 3. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure Blair Symes Demand Generation Manager Ifbyphone @Ifbyphone Presenters
  4. 4. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure WhatYou’llLearnToday •  How to plan and run powerful conversion optimization tests. •  How to track and manage call conversions to optimize ROI. •  Mistakes you could be making now with your A/B testing!
  5. 5. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure MontwayAutoTransport - montway.com •  Reliable coast-to-coast auto transporter. •  In an anxiety-inducing industry. •  How do we differentiate?
  6. 6. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure Goals •  Goal: Increase % of visitors who book online or over the phone. 2-Step Checkout Thank You! Pick up the phoneOR
  7. 7. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure TheStructuredApproach Phase 1: Marketing Optimization Strategy Phase 2: Rapid Iterative Testing
  8. 8. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure Phase 1: Strategy YourCustomerShouldLeadYourStrategy Web Analytics Voice of CustomerMarketing Analysis Heuristic Analysis Relevance Clarity Anxiety Distraction Urgency Phase 2: Testing
  9. 9. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure HomePage •  Significant traffic •  High proportion of new visitors •  “Low hanging fruit” conversion barriers •  Good to start for message testing
  10. 10. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure TesttoSolveConversionBarriers Don’t chase after tactics
  11. 11. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure TheLIFTModel™ (Note: For more, google “WiderFunnel Lift”) Relevance Clarity Anxiety Distraction Urgency
  12. 12. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure LIFT™Analysis VALUE PROPOSITION: Lack of value propositions getting across in subheads. DISTRACTION: Image with gradients creates visual clutter. VALUE PROPOSITION: Tabs hide content and do not provide value. RELEVANCE: No clear headline. CLARITY: Low contrast copy with mid-tone bg color. VALUE PROPOSITION: No visual ratings or substantiation of claims. CLARITY: Paragraphs are too long. RELEVANCE: Links are there for SEO more than for user.
  13. 13. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure LIFT™Analysis VALUE PROPOSITION: No mention of number of customers. DISTRACTION: Chat sliding across top is distracting. CLARITY: Low prominence given to phone number. ANXIETY: Dated design undermines company credibility. VALUE PROPOSITION: Not making use of photos or videos. CLARITY: Form pushed below fold by header.
  14. 14. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure WhichHomePageWon? A: Relevant Image Focus B: Review Focus
  15. 15. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure WhichHomePageWon? A: Relevant Image Focus +40.7% Online Bookings Conversion Rate Lift
  16. 16. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure WhatWeLearned A: Relevant Image FocusControl Winner
  17. 17. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure QuotePage
  18. 18. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure WhichQuotePageGotMoreBookings? A: VP Points Focus B: No Distractions
  19. 19. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure WhichQuotePageGotMoreBookings? B: No Distractions +6% Phone Calls Conversion Rate Lift
  20. 20. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure Countingphonecallsonlygoessofar. See what happens next...
  21. 21. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure WhichQuotePageGotMoreBookings? B: No Distractions +6% Phone Calls Conversion Rate Lift -4% Phone Bookings Conversion Rate Lift
  22. 22. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure WhichQuotePageGotMoreBookings? +87% Online Bookings Conversion Rate Lift A: VP Points Focus +6% Phone Bookings Conversion Rate Lift -15% Phone Calls Conversion Rate Lift
  23. 23. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure B: VP Points Focus WhatWeLearned Winner Control
  24. 24. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure A Systematic Approach to Increase Conversion Rates & $1MillioninAdditionalSales Before After
  25. 25. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure A Systematic Approach to Increase Conversion Rates & $1MillioninAdditionalSales Before After
  26. 26. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure A Systematic Approach to Increase Conversion Rates & $1MillioninAdditionalSales Before After
  27. 27. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure A Systematic Approach to Increase Conversion Rates & $1MillioninAdditionalSales Before After
  28. 28. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure We live in a mobile world, and calls are the new clicks
  29. 29. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure InboundCallVolumesAreGrowing Sources: BIA Kelsey (2014)" 30 billion ! inbound sales calls made in U.S. in 2013! 75 billion inbound sales calls expected in 2018!
  30. 30. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure Smartphones=MobileSearches=InboundCalls 30 276 million! smartphones in the ! U.S. alone by 2017! Mobile search volumes will surpass desktop search by 2015! Source: BIA Kelsey (2012))"
  31. 31. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure WhySmartphoneUsersCallBusinesses: Click-to-CallvsWebForms VS! >  Tapping on a click-to-call link is easier and faster than filling out a 
 web form on a smartphone" >  Google says 70% of mobile searchers have clicked “call button”" >  61% of all mobile searches result in a phone call"
  32. 32. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure Smartphone’sImpactEveryMarketingChannel Source: Google (2013)" >  Email: 65% of all email in the U.S. gets opened on a mobile device. 
 Source: Movable Ink, 2013" >  Social: 55% of social media consumed on mobile devices. (70% for Twitter)
 Source: comScore, 2013" >  Display Ads: U.S. adults spend 34 hours a month browsing Internet on mobile devices vs. 
 27 hours on PCs. 
 Source: Nielsen, 2014" " >  E-Commerce: 87% of smartphone and tablet owners use their device to shop. 
 Source: Nielsen, 2014" >  TV: 84% use their mobile devices while watching TV. 
 Source: Nielsen, 2014" >  Print, Radio, Billboards: 91% have their mobile devices within arm’s reach 24/7.
 Source: Nielsen, 2014"
  33. 33. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure MoreCallsIsGreatNewsforMarketing&Sales Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. >  66% of sales managers rate phone leads as good or excellent, more than any other lead type" >  Calls convert to revenue 10x more than web clicks " >  It’s why U.S. businesses spend $68 billion a year on ads to drive calls" 38.4% 38.7% 26.1% 28.7% 19.2% 15.8% 28.0% 19.5% 28.0% 15.0% 9.5% 9.7% 66.4% 58.2% 54.1% 43.7% 28.7% 25.5% 0% 20% 40% 60% Good Excellent
  34. 34. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure TheCriticalBlindSpot:TwofoldProblem 1.  Marketers don’t know what sources make the phone ring. •  Can’t attribute sales opportunities and revenue from those calls to the right sources •  Can’t optimize programs, PPC search bids, messaging, or spend correctly •  Marketing can’t prove how they are impacting revenue 2.  Marketing can’t control how inbound calls are routed, scored and managed to optimize conversions.
  35. 35. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure Trackthesourceofinboundcalls withcalltrackingtechnology
  36. 36. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure CallTrackingSoftwareforMarketers Social Media Email & Direct MailSEO and PPC Your Website TV & Radio Print & Billboards Content Display Ads >  Track calls back to the exact source that originated them >  Works for any marketing source – online, mobile, or offline
  37. 37. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure HowCallTrackingWorks:TwoWays 1-to-1 Call Tracking for Offline Ads, Email and Direct Mail, and Collateral Dynamic Number Insertion for Search and Other Digital Sources 800-655-4343 800-655-4344 800-655-4345 Manually insert trackable numbers in your marketing Calls Attributed to Correct Source Calls Attributed to Keyword, Ad, and/or Web Page Unique trackable numbers display automatically on web pages
  38. 38. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure AnalyzeCallDatawithReal-TimeReports See days of the week and hours of day your marketing drives calls See the keywords, ads, and other sources that drive calls and conversions See high-level graphical reports of call volumes and durations
  39. 39. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure SearchMarketingExample
  40. 40. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure CRM Bid Management IntegrateCallDatawithOtherMarketingTools Marketing Automation Website Optimization
  41. 41. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure CallsandClicksTogetherinGoogle’sUniversalAnalytics
  42. 42. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure DataFromOurOwnGooglePPCMarketing >  Only 3.2% of PPC visitors filled out web form – our marketing isn’t working! Our ads are wasting $$! >  But another 5.3% of visitors called us – Hallelujah! The landing page actually converts well! >  Tracked form and phone leads from PPC through our sales funnel >  PPC phone leads converted to revenue 3x more than form leads >  That’s a lot of revenue marketing can now get credit for Calls vs Form Conversions How Leads Converted to $$ 8.5% combined conversion rate (form + phone) is solid. But needed to track calls to see it. Marketing can now optimize PPC campaigns on what’s really working
  43. 43. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure EstimatesFromOurOwnPPCMarketingAnalysis >  If we weren’t tracking calls, marketing would only get credit for $618,000 and miss out on over $1.2 million. Conversion Type Leads Per Year Deals Per Year Revenue Per Year Web Forms 790 88 $618,000 Inbound Calls 1,310 177 $1,232,000 Total 2,100 265 $1,850,000
  44. 44. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure Tracking calls is good, but also controlling how calls are scored and routed is better
  45. 45. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure NotAllCallsAreHigh-QualitySalesLeads Source: BIA/Kelsey (2014)
  46. 46. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure ScoreandQualifyPhoneLeadswithIVR Interactive Voice Response Enables a caller to interact with an automated menu via telephone keypad or voice recognition. Marketing drives phone leads. Callers are sent to an IVR to answer qualifying questions. Qualified callers connect with sales. Others can go to voicemail.
  47. 47. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure RouteCallsOptimallytoCloseMoreSales Ensure No Call Is Ever Missed >  Ring all agents or subset of agents simultaneously or sequentially >  Route to any agent’s phone: home, office, cell, softphone Automatically Route Calls in Custom Ways >  Route to top-performing agents first >  Route based on your business hours >  Route by keyword search or other marketing source
  48. 48. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure ShoppersUseSmartphonestoFindStores 48 Source: Forrester Research (2012) 55% of shoppers use smartphones to find stores 40% of retail sales are “research online, buy offline” in store or over phone
  49. 49. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure Automatically route to the closest or most appropriate store, franchise, office, or agent Determine a mobile caller’s precise location based on cell phone triangulation Geo-Location:GetCallerstotheRightStoreFast 49
  50. 50. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure CommonMistakesWhenA/B Testing •  Not giving your control a unique phone number. •  Not isolating changes for learning. •  Not making changes that are impactful.
  51. 51. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure MakingChangesThatAreImpactful ?
  52. 52. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure >  Visit www.ifbyphone.com or call 855-891-9782 to request a demo. NextSteps Want to see Ifbyphone’s call tracking for yourself? Is a better conversion strategy worth $30? Or, download a free chapter at www.YouShouldTestThat.com
  53. 53. © 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com @WiderFunnel @Ifbyphone #measure Blair Symes Demand Generation Manager Ifbyphone @Ifbyphone Alhan Keser Sr Conversion Strategist WiderFunnel @WiderFunnel

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