The document discusses the critical role of mobile devices in the consumer journey, highlighting increasing call conversions alongside mobile traffic. It emphasizes the importance of mobile-optimized experiences and effective call tracking strategies for enhancing customer engagement and driving sales. Key recommendations include improving website performance, understanding call source data, and leveraging unique phone numbers for better bid management.

1. Capture & Track Every Conversion
In Today’s Mobile World
Ryan Kluever
Media Manager
iCrossing

2. We don’t go online. We live online.

3. Mobile Devices Have Become Critical To The Consumer Journey
Reads about an
upcoming concert line-up
During lunch,
searches for shoes
on a mobile phone
Listens to a new
playlist while taking
the bus home
Wakes up and looks
at today’s weather
forecast
Uses maps to meet
friends for dinner
At work, schedules a
service appointment for
the following day
On the bus, reads
the daily news and
checks emails

4. The flood of mobile calls to U.S. businesses continues
unabated, changing the way enterprise brands view the
telephone as an inbound marketing channel.
Martech Intelligence Report 2015
Call Volume Grows In Tandem With Mobile Traffic

5. Call Conversions Continue To Increase In All Digital Formats
Martech Intelligence Report 2015
The number of relevant click-to-call formats is rapidly
expanding, as digital marketers explore new opportunities
in online display and social media to connect with fans,
followers and customers over the phone.

6. Two Pieces Of The Puzzle
Mobile
Optimized
Experiences
Enhancements
Call Tracking

7. Mobile Optimized Experiences

8. Create A Great Mobile Experience For Your Consumers
Display shipping costs & delivery dates on product page
Callout clear information about product availability and shipping costs
Showcase related products at opportune moments
Related recommendations provided while shopping online can aid a
user’s purchase decision

9. Create A Great Mobile Experience For Your Consumers
Make password authentication a frictionless experience
Providing alternative sign-in methods allows flexibility and user control,
resulting in less frustration and conversion drop offs
Encourage consumer-generated content
Buyers consider consumer-generated content just as important, if not
more so, than talking to an in-store sales representative

10. Create A Great Mobile Experience For Your Consumers
Optimize your mobile website to drive conversions
By predominantly highlighting your phone number and online form fill, you
simplify the purchase process
Customers will not wait around for your mobile site to load
Make sure that your page content loads in a logical order while minimizing
downloads to ensure a smooth user experience
VS

11. Call Tracking Enhancements

12. Phone Numbers Have High Visibility Online

13. Phone Numbers Have High Visibility Online

14. Phone Numbers Have High Visibility Online

15. Desktop Mobile Paid SearchPaid Social
Phone Numbers Have High Visibility Online

16. we bought
80%
20%
Web leads
How do you track & optimize the “x” percent of call
conversions that your business drives
Challenge:
Your client’s web site drives two points of purchase

17. Roto-Rooter Enhanced Its Localized Strategy
Set more effective bids to improve on ROI
Measuring both leads and calls dramatically improved Roto-Rooter’s location bid modifiers allowing them
to make smarter bidding decisions to capture demand

18. Roto-Rooter Efficiently Captures Weekend Demand
Understand the full picture of your program
By accurately tracking both calls and leads, Roto-Rooter was able to make smarter bid adjustments to take
advantage of the Friday and Saturday spike that wasn’t accounted for previously

19. Call Tracking Benefits Help Improve Conversion Quality
Automated Routing and Management capabilities
Route calls based on marketing source, time/day of call, caller location
Custom IVRs (Interactive Voice Response)
Qualify and filter callers from every market source or call type to ensure only qualified calls are included
Maintain data integrity through spam call prevention
Utilize new, adaptive technology to block spam calls even as they continue to change rapidly in format and in form
Consider the call duration in order to set a conversion threshold
Establishing a conversion call length baseline can help qualify conversions

20. Strategically decide between local & toll free numbers
Using local numbers can help highlight that you operate locally versus using toll free numbers to provide the
appearance of a larger, perhaps more established company
Leverage unique phone numbers for mobile and desktop
With knowledge of all conversions driven separately between phone and web, you are able to set more accurate bid
prices that reflect the differences between devices
Capture unique conversions such as call extension calls
Call extensions calls (click-to-call) are a significant part of how consumers interact with businesses so being able to
measure these types of calls is vital to success
Final Call Tracking Considerations

21. Questions?