The 2015 Call Intelligence Index by Invoca reveals that voice conversations significantly influence customer purchase decisions, with phone calls achieving 30-50% conversion rates compared to just 1-2% for clicks. The analysis of 32 million phone calls indicates that mobile channels are increasingly driving calls, particularly during the purchase phase, with calls generating over $2 billion in revenue in 2014. Additionally, phone calls provide valuable customer insights and indicate high buyer intent, evidenced by an average call duration of over 4 minutes.

1. 2015 Call Intelligence Index
What do phone calls have to do with digital marketing?
It turns out, everything.

2. And we know because Invoca is
a call intelligence solution. That
means a lot of phone calls run
through our platform.
Millions and millions and millions
and millions...
2015 Call Intelligence Index 2

3. So what did we find from analyzing
32 million phone calls?
32015 Call Intelligence Index

4. A whole lot.
But here are the 5 big-picture takeaways that will
make your marketing much more powerful.
42015 Call Intelligence Index

5. One
Nothing beats
a conversation

6. A real, voice-to-voice conversation is the
most influential interaction in the customer’s
path to purchase.
In fact...
62015 Call Intelligence Index

7. Phone calls have 30-50% conversion rates.
Compare that to just 1-2% for clicks.
30-50%
Phone Call
Conversion
2%
Click
Conversion
72015 Call Intelligence Index

8. Two
Customers love
to call when...

9. They need personal assistance
75%
92015 Call Intelligence Index
of consumers say a phone
call is the quickest way to
get a response.

10. 51%
102015 Call Intelligence Index
of customers say they “always” or “frequently” need
to call a business from a mobile search ad.
They conduct mobile searches

11. 112015 Call Intelligence Index
They want to make a purchase
of mobile searchers say
click to call is most valuable
in the purchase phase.
61%

12. As a result, calls are increasing across industries,
especially those that rely on lead generation.
Home Services
Insurance
Automotive
Education
Financial Services
122015 Call Intelligence Index

13. Three
Mobile drives
phone calls

14. Mobile-specific
Channels Mobile Search
45%
54%
Did you know...
142015 Call Intelligence Index
54% of calls come from
mobile-specific marketing channels.
45% come from mobile search alone.

15. Four
Phone calls
deliver revenue

16. $2.2 billion
in sales in 2014
In 2014, marketers that use Invoca drove more than
$2 BILLION in revenue from phone calls.
162015 Call Intelligence Index

17. Five
Phone calls
provide deep customer
insights like...

18. Key customer demographic data
California drives the most number of calls,
but Mississippi has the highest number
of calls per capita.
182015 Call Intelligence Index

19. Valuable behavioral trends
The most popular day for calls is Tuesday,
which has 48% more calls than Sunday.
Mobile Landline
Mon Tues Wed Thurs Fri SatSun
Call Volume
192015 Call Intelligence Index

20. Quality indicators
Phone calls are a source of extremely high quality
traffic. The average call duration across industries
and marketing channels is more than 4 minutes
long , revealing high-buyer intent.
5
4
3
2
1
4 min 7 sec
202015 Call Intelligence Index

21. But that’s not all
Download the full report. We promise it will be
the first step to driving revenue and relationships
across every customer interaction.
DOWNLOAD NOW
Sources: New Voice Media, Google,
The Role of Click to Call in the Path to Purchase