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More Offline Leads from Online Traffic - Brighton SEO 2013 - Calltracks

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We all spend vast sums of money on digital marketing activities that drive traffic to our websites. But what can we do to make sure we are getting the right type of traffic, and what can we do to make sure we increase our conversion rate of these visitors to both leads and more importantly to sales

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More Offline Leads from Online Traffic - Brighton SEO 2013 - Calltracks

  1. 1. More Offline Leads from Online Traffic Ali White Head of Marketing and Sales Calltracks
  2. 2. 2 Call Tracking Technology Copy of slides will be tweeted later from @Calltracks • Dynamic Numbers – Track each visitor separately © 2013 Google http://www.calltracks.com ­ http://www.calltracks.com www.calltracks.com [DEFAULT] Go to this report Jun 3, 2013 ­ Jul 3, 2013Demo Medium Rows 1 ­ 4 of 4 Non­Branded % of goal conversion rate: 101.21% Conversion Rate vs Phone Call Goal Set 1 Goal Conversion Rate Phone Call (Goal 2 Conversion Rate)   Non­Branded 4.08% Site Avg: 4.03% (1.21%) 2.44% Site Avg: 2.40% (1.58%) 1. organic 5.22% 3.39% 2. referral 4.83% 1.51% 3. (none) 3.58% 2.73% 4. cpc 2.29% 1.38%  Goal Conversion Rate Jun 8 Jun 15 Jun 22 Jun 29 10%10% 20%20%
  3. 3. 3 Call Tracking Technology Copy of slides will be tweeted later from @Calltracks • CRM Integration – Don’t optimise for conversion, optimise for revenue
  4. 4. 4 So what can we do to get more leads? • Start with the basics - ANSWER THE PHONE • Do you really think your phone call response is 100%? • Looking at a large sample of our customer data: *Data sample taken over 800,000 calls - Average of 7% of calls are missed - Average of 2% of calls don’t go through because lines are busy - Therefore average of 9% of calls go unanswered • This excludes calls that go to voicemail because CDR status still has status ‘answered’ Copy of slides will be tweeted later from @Calltracks
  5. 5. 5 Don’t assume… • Don’t assume someone will leave a voicemail – would you? • Don’t assume someone will call back: • Don’t assume if your in ecommerce this doesn’t apply - 83% of online shoppers need support to complete a purchase Source: LIVEPERSON, The Connecting with Customers Report, January 2013 - on average only 43% of callers will call back if their first call wasn't answered - What help sources would people like to see? Copy of slides will be tweeted later from @Calltracks
  6. 6. 6 Its all about quality • Anyone seen Mad Men? • Are you happy with how your calls are getting handled? - 7%-38%-55% rule* • Data is great, but only if you have it and know what you are after *Source: http://en.wikipedia.org/wiki/Albert_Mehrabian - Do you want to wait to December? Copy of slides will be tweeted later from @Calltracks
  7. 7. 7 What about leads we haven’t captured • Part I - Retargeting Copy of slides will be tweeted later from @Calltracks
  8. 8. 8 What about leads we haven’t captured • Part I - Retargeting - BUT don’t forget your phone number - Dynamic Number track these visitors who click through and call Copy of slides will be tweeted later from @Calltracks
  9. 9. 9 Number Options • If people do click through make sure it is easy for them to engage • Look at your number options: - 0800 (although these can cost callers up to £0.40 per minute) - 0844 (non-geo numbers) - 01 / 02 - 03 • Consider using International Numbers….even if you aren’t international • Consider using technology at your disposal - Responsive Mobile Sites - IP lookup Copy of slides will be tweeted later from @Calltracks
  10. 10. 10 What about leads we haven’t captured • Part II – Business Intelligence & getting more from your data Copy of slides will be tweeted later from @Calltracks
  11. 11. 11 Lead Nurturing & Prospecting • Consider a contact plan – CSI vs lost sales • Data capture comes back into play • Understandably having both landline and mobile greatly improves chances for reaching a customer - Of failed attempts only accounts for 32%* • Make sure follow-up calls happen • In one trial helped with 30% of sales* *Source: me • These don’t have to be handled in-house - Segmentation is key (e.g. Click-through vs. non-opened) Copy of slides will be tweeted later from @Calltracks
  12. 12. 12 Key Points and your Action Plan 3) Ensure leads are getting handled properly and at least entered onto CRM 1) Find out if you are missing calls analyse and see if resources can be utilised to help - Hunt Groups / Overflow / Advanced Day Parting 2) Set up notifications if you miss a call – so you can action it 4) Give people the option to call – and test what numbers work best 6) Look at technology and tools available to help….especially if they offer a free trial  5) Make sure you follow-up leads, the more segmented the greater the results Copy of slides will be tweeted later from @Calltracks
  13. 13. 13 Thanks Copy of slides will be tweeted later from @Calltracks @Calltracks @AlistairWhite www.calltracks.com 0203 199 4560

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