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How Marketers Miss Up To 60% Of Their Conversions - And How To Capture Them

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Whether you’re an in-house marketer or work in a Marketing Agency, identifying and measuring all the conversion channels that your prospects use is critical for your marketing investments.
Are you missing a critical conversion channel that can account for up to 60% of your sales conversions?
Read on to find out how to track, measure and capture those missing conversions.

Published in: Data & Analytics
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How Marketers Miss Up To 60% Of Their Conversions - And How To Capture Them

  1. 1. How marketers miss up to 60% of their conversions - and how to capture them Adam Chapman-Ballard // Mediahawk slideshare.net/MediahawkLtd @Mediahawk
  2. 2. First - What is a ‘conversion’? A marketing tactic that encourages a customer to take a specific action.
  3. 3. What do we mean by ‘missing 60% conversions’?
  4. 4. Complex Personal Expensive Urgent
  5. 5. High Price Low Price Which Products/Services demand a conversation? Low Complexity High Complexity / Urgency
  6. 6. “70% of mobile searchers use click to call. Calls are important for consumers.” - Google/Ipsos
  7. 7. Research carried out by Censuswide, July 2019. A nationally representative sample of 2,016 16+ year old adults across the UK were interviewed When asked how they preferred to get information about intended purchases
  8. 8. Research carried out by Censuswide, July 2019. A nationally representative sample of 2,016 16+ year old adults across the UK were interviewed When asked how they preferred to get information about intended purchases
  9. 9. So how do you grab this missing 60% of people converting by phone?
  10. 10. Track your calls like you track clicks
  11. 11. Win BIG on paid search • Click Advert to • Landing page to • Website to • Phone call Are you tracking this? PAID SEARCH ADVERTISING
  12. 12. In summary… 60% of consumers want to call you… …70% of consumers want to call using their mobile Marketers think tracking phone conversions is difficult, or not their area With the phone you can’t see the full picture of your online attribution, or ROI There IS a simple way of tracking “calls like clicks” Start by using it on expensive paid search advertising
  13. 13. What to do next… • Think about how people really contact you, online and offline • How many inbound calls result in a sale? • Is your marketing data measured or guessed? • Are you displaying your phone number prominently? • Track your phone conversions to get a full picture of your campaigns • Successfully grab that missing 60%

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