10 Ways Your Mobile Pages Can Drive More Phone Leads
With over 3 billion smartphone users around the globe, a plethora of sales opportunities exist for any-sized business. However, most companies fail to capitalize on phone leads generated by their mobile web pages and lose out on precious business opportunities. If you too have tasted the same sour grapes, there’s good news for you!
Did you know:
● 75% of smartphone users want quick information as they browse a product/service.
● 77% of smartphone users will shop from stores/companies whose mobile apps or sites enable them to purchase quickly.
Smartphones have revolutionized the way we conduct business today. It is no longer a simple tool for communication but a key communication device for prospects and consumers. So, how can businesses monetize on this opportunity and generate income or profits?
Tips on optimizing mobile pages for higher conversion
1. Convert your landing pages into call-drivers
Your budding business is basking in the glory of phone leads. Now it’s time to taste the success from mobile landing pages that focus on encouraging your visitors to call you. A mobile landing page with a “Call Now” action button significantly improves the conversions because your customers are willing to dial the inbound phone number listed on the page. Ensure that the call-to-action (CTA) button is deployed on the first fold of the page. Why? Your prospects seek to connect quickly with you and not scroll down an entire page to find your phone number.
2. Use analytics to better your marketing strategy
If you gain a majority of your business from inbound calls, you should consider marrying mobile analytics and your marketing strategy. Data-driven insights will enable you to evaluate your prospect’s buying behavior and create content that will encourage your potential customers to call and inquire about your products/services, which eventually would lead to sales.
For instance, Dish TV created a 3D banner for its advertising campaign that used smartphone features of accelerometer and pinch-to-zoom to create an impactful brand interaction that resulted in an overall engagement rate of 83% with users clicking the in-ad hotspots 16,000 times – sweeping the industry benchmark by 3X.
3. Use vanity phone numbers for branding
Vanity phone numbers can increase click on mobile advertisements by 33% as compared to standard 1-800 numbers. (RingBoost)
How can you use the vanity number for your business?
Simply, use the name of your business/website after the 1-800 number.
For example, if you run a floral boutique called Fresh Flora, and your domain name is www.freshflora.online or www.freshflora.store, your vanity number could be 1-800-freshflora.online or 1-800-freshflora.store on all your digital communication (including your website). This makes it easy for the customers to know who they’re calling and just this tiny convenience can significantly improve your conversion rate.
4. Evaluate on-page behavior
Once your mobile landing page is ready, track its performance to gauge how a customer is behaving and what can you change to improve conversions.
Install call tracking tools specially designed for mobile pages or landing pages to evaluate how your page is converting. Integrate call tracking with web analytics tools such as Google Analytics, SessionCam, and InspectIt to analyze the web elements or user’s behavior patterns that result in inbound calls. You can keep changing your call-to-action (CTA) and see if the user-behavior changes.
Interestingly, these performance tracking tools provide a “call heat maps” report that aggregates all phone calls with their relevant, individual click element. This enables you to analyze the web elements that generate maximum and minimum calls and this information you can use to modify the CTA or the page for future improvements.
5. Analyze in-page behavior
Web analytics tools offer heat maps that indicate how far down your users are scrolling the page to obtain information. This data enables you to understand if your visitors are engaged or disinterested.
Heat maps combined with call heat maps offer a holistic analysis of your page’s performance. It thus helps to make an impactful decision to retain the web elements that are converting and edit content or elements that are causing page abandonment.
6. Optimize call quality
Leads from phone calls are expensive. Hence you should optimize them for high quality and mitigate the cost by filtering the junk from leads that don’t have much potential to convert.
Install a call tracking system to monitor and track the outcomes of all inbound calls. This system enables you to record inbound and outbound sales calls.
You may want to use Google Ads’ offline conversions tool to selectively import quality calls to your business account. Alternatively, you can determine the call quality by using web tags that your call operator can use to mark the quality of a call. Later, it can be analyzed with other web analytics data to confirm if it would convert into sales.
The call tag is yet another effective way to check the quality of the inbound phone call. This tactic is offered by call center management software (Zendesk) or CRM (Salesforce). Phone calls are labeled and sent to a web analytics tool to evaluate the segment of the visit that triggered it.
You can use this insight to remarket your product/services to the prospect in a couple of days, or perhaps compare them against the holistic site visits to infer and create better marketing and sales solutions.
7. Create mobile-friendly content
Your mobile-friendly landing page or website must be quirky, crisp, and engaging. For starters, the headlines should be short, simple, and self-explanatory for your users to understand and take the desired action. Add videos if you want to, but remember to keep them short, Google suggests the ideal length of a video should be 33 seconds if you want to keep your audience hooked.
8. A/B Test everything
To improve the call-in rate, you should test the landing page with different CTAs, colors, and folds. Often, a change in color or CTA can significantly improve the quality of inbound calls that leads to higher conversion and better performance of your marketing campaign.
9. Optimize your uploading time
Often businesses lose to competition due to poor performing websites owing to heavy graphics, content, or videos. So, steer clear of these mistakes, and make your website lighter and faster. Your mobile-friendly website should upload quickly if you want to beat the competition. The faster it uploads, the greater is the chance for your visitor to scroll for information and make that phone call to you.
10. Get local with Google My Business
Often, smartphone users seek local information. You need to get your business on the local map if you want to expand your horizons. Use the Google My Business tool for your small business, which makes you easily discoverable by both desktop and mobile users.
The more you study and optimize your mobile pages, the better insights you’ll get for your future marketing campaigns. The tips mentioned above are great to get started and build mobile pages that drive leads.
Alisha is a Senior Content Marketing & Communication Specialist at Radix, the registry behind some of the most successful new domain extensions, including .ONLINE and .TECH. You can connect with her on LinkedIn and Twitter.