According to xAd and Google, mobile searches result in phone calls more than 50% of the time. As mobile search surpasses desktop search (sometime in 2013) phone calls to businesses are going to increase. This has broad implications for websites, mobile landing pages and conversions. This presentation will discuss: - Specific research from Google, Mobile Marketer, eMarketer and BIA/Kelsey about mobile conversions - Case studies from companies experiencing high phone call conversion rates - 7 ways to prepare your website and lead management for more phone call conversions - How to create and optimize mobile landing pages - Tips to track, optimize and close more leads via the phone - Why mobile targeting and phone calls produce higher conversions

1. Mobile + Phone Calls=Higher Conversions
Jason Wells, CEO
@logmycalls
LogMyCalls.com

2. What % of web leads buy in 3 months?
@logmycalls #convcon

3. 2% to 8% of web leads are ready to buy in 3 months
Marketing Sherpa, 2011
@logmycalls #convcon

4. Why does this matter?
@logmycalls #convcon

5. But First… Mobile: The Basics
‘Severely Anxiety Inducing’
90%
91% of U.S. smartphone 80%
70%
owners have their phone 60%
within arms reach 24/7 50%
40%
30%
20%
10%
0%
Morgan Stanley, 2012
Taylor Nelson Sofres, 2012
@logmycalls #convcon

6. There are nearly 7 billion people on Earth.
4.2 billion own a toothbrush
5.1 billion own a
mobile phone.
@logmycalls #convcon

7. The primary consumption
devices are now wholly mobile.

8. Marketers

9. Mobile search will
surpass desktop search
in 2013 or 2014
Google, eMarketer, 2011
@logmycalls #convcon

10. “In three years time
desktop search will be
totally irrelevant.”
Google, Nov. 2010
@logmycalls #convcon

11. Mobile Search
Mobile Search Response
90% of mobile searchers No
Action
take action within ONE 10%
DAY
Action
50% of mobile searchers Taken
90%
BUY
Nielsen, 2012
Mobile Marketer, 2012
@logmycalls #convcon

12. of mobile searches
61% result in a phone call
immediately
Google, 2011
of all mobile searchers
73% look up phone numbers
and call businesses
Nielsen, 2012
@logmycalls #convcon

13. Mobile = Tidal Wave of Calls
Businesses will receive 70 billion
calls from mobile devices by 2016.
Today that number is 20 billion
Calls to businesses will more than
double by the end of 2013
@logmycalls #convcon

14. “Mobile call volumes will so profoundly
change advertising spend that
companies that cannot make the transition
won’t even be remembered with the same
disdain as the much-maligned print
Yellow Pages.”
BIA/Kelsey, 2012
@logmycalls #convcon

15. What % of callers buy immediately?
@logmycalls #convcon

16. 21% to 35%
of all inbound callers
buy immediately
@logmycalls #convcon

17. Inbound callers convert
10-15x more than
web leads
@logmycalls #convcon

18. Mobile Search
Almost all web leads
enter the funnel
Awareness
unready to buy
Evaluation
Mobile leads are in ‘buying’
Decision mode
@logmycalls #convcon

19. Mobile Produces Calls
Mobile CTC (Pay-Per-Call)
Mobile Landing Pages
Mobile Sites
@logmycalls #convcon

20.  Mobile is Growing
 Mobile Produces Calls
 Calls convert like CRAZY
So how do you optimize
mobile conversions and drive
more calls?
@logmycalls #convcon

21. Tactics
@logmycalls #convcon

22. Click To Call
Maps and „tap-able‟ phone numbers
@logmycalls #convcon

23. Mobile Bidding
Separate Mobile Campaigns
– Average CTR increases by 11.5%
– Budget and bid separately for mobile
– Optimize keyword lists
– Optimizing ad copy with ‘call-specific’ words can increase CTR by 8%+
Day-Parting
– Day Parting – Desktop off-hours are mobile on-hours
Geo/Device Targeting
– Tablets, smartphones
– Take advantage of location awareness
– Local, local, local
@logmycalls #convcon

24. Call Extensions
@logmycalls #convcon

25. Call Extensions
@logmycalls #convcon

26. Call Extensions
@logmycalls #convcon

27. Mobile Landing Pages
@logmycalls #convcon

28. @logmycalls #convcon

29. Mobile Landing Page
Tracked Click-to-Call
Checkin
Map – Directions
Limited Forms
Sparkpage.co Atmio.com
@logmycalls #convcon

30. Mobile Websites
Less Content
Click-to-Call
Simple Categories
Dudamobile.com
@logmycalls #convcon

31. Mobile Ad Copy
Include Phrases like ‘Call Now’ or ‘Call for Special Price’
– Google says CTR increases 1% to 3% when call specific language is used in
ad copy
Call Analytics
– Calls are simple to track
– No longer a blind spot
@logmycalls #convcon

32. Case Study: Click To Call
IHG sought to increase room reservations and
revenue via mobile click-to-call (CTC)
• Tactics
– Bought click-to-call (CTC) ads via the Google mobile ad
network
– Put phone numbers in these ads with phrases like ‘Call to Book
Now’ or ‘Call us Now’
• Results
– Mobile search revenue increased 91% YoY
– Traffic to mobile site increased 20%
– Increased CTR over 30% compared to ‘generic’ ad copy in
mobile ads before
@logmycalls #convcon

33. Case Study: Click To Call
Esurance needed to decrease CPA.
Experimented with mobile CTC ads.
• Tactics
– Bought click-to-call (CTC) ads via the Google
mobile ad network
– Put phone numbers in these ads with phrases like
‘Call to Get a Quote Now’ or ‘Call us Now’
• Results
– Campaigns generated 30% to 35% higher CTR
than campaigns without ‘call specific’ ad copy
– 10% lower CPC than ‘regular’ PPC ads
– CTC ads had a 30% lower CPA than other channels
@logmycalls #convcon

34. “The people coming in through Google
mobile ads click-to-call are very, very
high converting leads. CTC allows us to
immediately begin consultative selling over
the phone, and that increases our close
rate substantially.”
Dir. Online Mktg., esurance
@logmycalls #convcon

35. Case Study: Call Analytics
Is Google Adwords measurement
enough?
• Tactics
– Put LogMyCalls local numbers in click-to-call pay- Call Results Study
per-call (PPC) ads Q-
– Put phone numbers in these ads with phrases like Closed
‘Call us Now’
Q-
Lost 10%
• Results (for every $1oK 5%
spent) No
– Google Measured 1800 calls Connect
– Actual Call Analytics Not a 51%
• 890 Calls completed (48.3%) Lead
• 270 Qualified Opportunities (15%) 34%
• 180 reservations Booked (10%)
@logmycalls #convcon

36. Case Study: Call Analytics
Google calculates (and charges you
for) every time the number is tapped
• Without gathering call analytics CPL, CPA, CPC would have been totally
wrong
• Use some number as call extension, use call tracking number
• Mobile marketing still useful ($600 ROI on $300+ spend)
@logmycalls #convcon

37. The Case for Mobile Click-to-Call
• They have higher CTR than ‘desktop’ PPC
campaigns
• The most common result is a call
• Calls convert more often than web leads
• Call analytics tools now available
@logmycalls #convcon

38. ‘Regular’ Page Conversions and Calls
Campaign 1
– 40.1% Conversion Rate
• 17.8% Demo Rate
Campaign 2
– 32.9% Conversion Rate
• 13.2% Demo Rate
Campaign 3
– 40.4% Conversion Rate
• 3.6% Demo Rate
Calls On This Page
• 54% of callers to this landing
page converted to demo stage
@logmycalls #convcon

39. Thank You!
• Connect With Me
– Twitter: @logmycalls
– Email: jason@logmycalls.com
• Special Offer
– Free White Paper – 9 Things You Need to Know About the Mobile Marketing Explosion
– LogMyCalls.com/explosion
@logmycalls #convcon