Wider funnel&ifbyphone july15

© 2007-2014 WiderFunnel Marketing Inc. | widerfunnel.com
@WiderFunnel @Ifbyphone #measure
DriveMorePhoneCallsFromYourWebsite
WithConversionOptimization
July 15, 2014
Blair Symes
Demand Generation Manager
Ifbyphone
@Ifbyphone
Alhan Keser
Sr Conversion Strategist
WiderFunnel
@WiderFunnel

Presenters
Alhan Keser
WiderFunnel
@WiderFunnel

Blair Symes
Ifbyphone
@Ifbyphone
Presenters

WhatYou’llLearnToday
•  How to plan and run powerful conversion optimization
tests.
•  How to track and manage call conversions to optimize
ROI.
•  Mistakes you could be making now with your A/B testing!

MontwayAutoTransport - montway.com
•  Reliable coast-to-coast
auto transporter.
•  In an anxiety-inducing
industry.
•  How do we diﬀerentiate?

Goals
•  Goal: Increase % of visitors who book online or over
the phone.
2-Step Checkout Thank You!
Pick up the phoneOR

TheStructuredApproach
Phase 1: Marketing Optimization Strategy
Phase 2: Rapid Iterative Testing

Phase 1: Strategy
YourCustomerShouldLeadYourStrategy
Web Analytics
Voice of CustomerMarketing Analysis
Heuristic Analysis
Relevance
Clarity
Anxiety
Distraction
Urgency
Phase 2: Testing

HomePage
•  Signiﬁcant traﬃc
•  High proportion of new visitors
•  “Low hanging fruit” conversion
barriers
•  Good to start for message testing

TesttoSolveConversionBarriers
Don’t chase after tactics

TheLIFTModel™
(Note: For more, google “WiderFunnel Lift”)
Relevance
Clarity
Anxiety
Distraction
Urgency

LIFT™Analysis
VALUE PROPOSITION: Lack of
value propositions getting
across in subheads.
DISTRACTION: Image with
gradients creates visual clutter.
VALUE PROPOSITION: Tabs
hide content and do not provide
value.
RELEVANCE: No clear headline.
CLARITY: Low contrast copy
with mid-tone bg color.
VALUE PROPOSITION: No visual
ratings or substantiation of
claims.
CLARITY: Paragraphs are too
long.
RELEVANCE: Links are there for
SEO more than for user.

LIFT™Analysis
VALUE PROPOSITION: No
mention of number of
customers.
DISTRACTION: Chat sliding
across top is distracting.
CLARITY: Low prominence given
to phone number.
ANXIETY: Dated design
undermines company credibility.
VALUE PROPOSITION: Not
making use of photos or videos.
CLARITY: Form pushed below
fold by header.

WhichHomePageWon?
A: Relevant Image Focus B: Review Focus

WhichHomePageWon?
A: Relevant Image Focus
+40.7%
Online Bookings
Conversion Rate Lift

WhatWeLearned
A: Relevant Image FocusControl
Winner

QuotePage

WhichQuotePageGotMoreBookings?
A: VP Points Focus B: No Distractions

B: No Distractions
+6%
Phone Calls

Countingphonecallsonlygoessofar.
See what happens next...

B: No Distractions
+6%
Phone Calls
-4%
Phone Bookings

+87%
Online Bookings
A: VP Points Focus
+6%
Phone Bookings
-15%
Phone Calls

B: VP Points Focus
WhatWeLearned
Winner
Control

A Systematic Approach to Increase Conversion Rates &
$1MillioninAdditionalSales
Before
After

We live in a mobile world,
and calls are the new clicks

InboundCallVolumesAreGrowing
Sources: BIA Kelsey (2014)"
30 billion !
inbound sales calls made
in U.S. in 2013!
75 billion
inbound sales calls
expected in 2018!

Smartphones=MobileSearches=InboundCalls
30
276 million!
smartphones in the !
U.S. alone by 2017!
Mobile search volumes will
surpass desktop search by
2015!
Source: BIA Kelsey (2012))"

WhySmartphoneUsersCallBusinesses:
Click-to-CallvsWebForms
VS!
>  Tapping on a click-to-call link is easier and faster than ﬁlling out a  
web form on a smartphone"
>  Google says 70% of mobile searchers have clicked “call button”"
>  61% of all mobile searches result in a phone call"

Smartphone’sImpactEveryMarketingChannel
Source: Google (2013)"
>  Email: 65% of all email in the
U.S. gets opened on a mobile
device.  
Source: Movable Ink, 2013"
>  Social: 55% of social media
consumed on mobile devices.
(70% for Twitter) 
Source: comScore, 2013"
>  Display Ads: U.S. adults spend
34 hours a month browsing
Internet on mobile devices vs.  
27 hours on PCs.  
Source: Nielsen, 2014"
"
>  E-Commerce: 87% of
smartphone and tablet
owners use their device to
shop.  
>  TV: 84% use their mobile
devices while watching TV.  
>  Print, Radio, Billboards:
91% have their mobile
devices within arm’s reach
24/7. 

MoreCallsIsGreatNewsforMarketing&Sales
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels.
>  66% of sales
managers rate phone
leads as good or
excellent, more than
any other lead type"
>  Calls convert to
revenue 10x more
than web clicks "
>  It’s why U.S.
businesses spend
$68 billion a year on
ads to drive calls"
38.4% 38.7%
26.1% 28.7%
19.2% 15.8%
28.0% 19.5%
28.0% 15.0%
9.5% 9.7%
66.4%
58.2% 54.1%
43.7%
28.7% 25.5%
0%
20%
40%
60%
Good Excellent

TheCriticalBlindSpot:TwofoldProblem
1.  Marketers don’t know what sources make the phone
ring.
•  Can’t attribute sales opportunities and revenue from those
calls to the right sources
•  Can’t optimize programs, PPC search bids, messaging, or
spend correctly
•  Marketing can’t prove how they are impacting revenue
2.  Marketing can’t control how inbound calls are routed,
scored and managed to optimize conversions.

Trackthesourceofinboundcalls
withcalltrackingtechnology

CallTrackingSoftwareforMarketers
Social Media
Email & Direct MailSEO and PPC
Your Website
TV & Radio Print & Billboards
Content Display Ads
>  Track calls back to the exact source that
originated them
>  Works for any marketing source –
online, mobile, or oﬄine

HowCallTrackingWorks:TwoWays
1-to-1 Call Tracking for Oﬄine Ads, Email and Direct Mail, and Collateral
Dynamic Number Insertion for Search and Other Digital Sources
800-655-4343 800-655-4344 800-655-4345
Manually
insert
trackable
numbers in
your
marketing Calls Attributed to
Correct Source
Calls Attributed to Keyword,
Ad, and/or Web Page
Unique trackable numbers display
automatically on web pages

AnalyzeCallDatawithReal-TimeReports
See days of the week and hours of
day your marketing drives calls
See the keywords, ads, and other sources
that drive calls and conversions
See high-level graphical reports
of call volumes and durations

SearchMarketingExample

CRM
Bid Management
IntegrateCallDatawithOtherMarketingTools
Marketing
Automation
Website
Optimization

CallsandClicksTogetherinGoogle’sUniversalAnalytics

DataFromOurOwnGooglePPCMarketing
>  Only 3.2% of PPC visitors ﬁlled
out web form – our marketing
isn’t working! Our ads are
wasting $$!
>  But another 5.3% of visitors
called us – Hallelujah! The
landing page actually
converts well!
>  Tracked form and phone leads
from PPC through our sales funnel
>  PPC phone leads converted to
revenue 3x more than form
leads
>  That’s a lot of revenue marketing
can now get credit for
Calls vs Form Conversions How Leads Converted to $$
8.5% combined conversion rate
(form + phone) is solid. But needed
to track calls to see it.
Marketing can now optimize PPC
campaigns on what’s really working

EstimatesFromOurOwnPPCMarketingAnalysis
>  If we weren’t tracking calls, marketing would only get
credit for $618,000 and miss out on over $1.2
million.
Conversion Type Leads Per Year Deals Per Year Revenue Per Year
Web Forms 790 88 $618,000
Inbound Calls 1,310 177 $1,232,000
Total 2,100 265 $1,850,000

Tracking calls is good,
but also controlling how calls are
scored and routed is better

NotAllCallsAreHigh-QualitySalesLeads
Source: BIA/Kelsey (2014)

ScoreandQualifyPhoneLeadswithIVR
Interactive
Voice
Response
Enables a caller to interact with an
automated menu via telephone
keypad or voice recognition.
Marketing drives
phone leads.
Callers are sent to
an IVR to answer
qualifying
questions.
Qualiﬁed callers
connect with sales.
Others can go to
voicemail.

RouteCallsOptimallytoCloseMoreSales
Ensure No Call Is Ever Missed
>  Ring all agents or subset of agents simultaneously or sequentially
>  Route to any agent’s phone: home, oﬃce, cell, softphone
Automatically Route Calls in Custom Ways
>  Route to top-performing agents ﬁrst
>  Route based on your business hours
>  Route by keyword search or other marketing source

ShoppersUseSmartphonestoFindStores
48
Source: Forrester Research (2012)
55% of shoppers use
smartphones to ﬁnd stores
40% of retail sales are
“research online, buy
oﬄine” in store or over
phone

Automatically route
to the closest or most
appropriate store,
franchise, oﬃce, or
agent
Determine a mobile
caller’s precise location
based on cell phone
triangulation
Geo-Location:GetCallerstotheRightStoreFast
49

CommonMistakesWhenA/B Testing
•  Not giving your control a unique phone number.
•  Not isolating changes for learning.
•  Not making changes that are impactful.

MakingChangesThatAreImpactful
?

>  Visit www.ifbyphone.com or
call 855-891-9782 to request
a demo.
NextSteps
Want to see Ifbyphone’s
call tracking for yourself?
Is a better conversion
strategy worth $30?
Or, download a free chapter at
www.YouShouldTestThat.com

Blair Symes
Ifbyphone
@Ifbyphone
Alhan Keser
WiderFunnel
@WiderFunnel

Wider funnel&ifbyphone july15

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