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How to improve your search conversions using call analytics

Google search ads drive around 80 million customer calls each month.

Phone calls account for 43% of search conversions.

Ads that contain phone numbers have a 10% higher clickthrough rate.

“51% of business owners prefer sales conversions via call. Rather than other channels including emails,” says a study.

And 82% of the people said that they agreed to meet sales reps after having a series of on-call conversations with them.

See, the data is pointing towards the importance of calls in B2B and B2C marketing. And you must make a conscious effort to make sure you tap the potential of calls.

And, if you think call analytics don’t need to be your priority, you are indeed in for a ride. 

Search engine marketing services are, more often than not, skewed towards online conversions. With this, call analytics and tracking get sidelined.

Predefined notions of businesses against the efficacy of calls are reasons why the potential of calls goes waste.

The next time you look for search engine marketing service providers, focus on their call analytics services as well.

Another reason due to which businesses shy away from tracking and analyzing their calls is a lack of mainstream ways for tracking call conversions.

Tracking online customer activity and their response and engagement through non-call channels is simpler. And not to mention the availability of the right tools is more widespread.

Improving Search Conversions with Call Analytics

If you are looking for ways to improve conversion with Call Analytics and Tracking, we’ve got just that for you. Some ways in which you can use call tracking to augment your SEM efforts include:

1.        Landing Page Optimization

Landing pages are the final points of contact for your online audience.

A lot has been said and done about tracking conversions through the landing pages.

But, most landing page optimizations are to get more people to fill in the landing page forms. Or to make a purchase.

However, if the landing page has the contact number mentioned, you should check how many calls you received from that page. This will help optimize the page so that you receive more calls.

And receiving calls is an important aspect in the success of your search engine marketing efforts.

65% of Fortune 500 companies stated in a study that calls are the highest lead sources.

Putting in track able numbers and having an expert analyze them for you would give you several actionable insights. You can find ways to further optimize your landing pages to get more calls.

2.        Enhance Lead Quality

Just like any other type of analysis, you need to understand what channels bring in the highest volume and quality of leads via calls.

Your business phone numbers are not just displayed on your website. Your social media channels, search ads, and offline advertising modes also feature your phone numbers.

You need to first effectively identify the sources of the business calls that you receive. You can then understand what channels are bringing better quality of calls.

You can use call-tracking numbers for this. Or you can specifically ask your callers about which channel brought them to you.

Once you identify high-performance channels, you can focus more on them. And also take necessary measures to optimize the underperforming channels.

3.        Geographic Tracking

Targeting local audiences has always yielded better results, with lesser efforts.

Try to find out the states, the cities, or even the ZIP codes from where you receive the highest number of calls. With this, you can make sure those areas are better catered to and focused on.

The geographical areas that you are targeting in your search engine marketing efforts can be reconsidered based on the geographical stats about calls being received.

Also, you can emphasize your phone number in local search ads. If your business has a local presence, you can use specific search engine marketing tools. Google Maps Ads, local business schema markups, and nearby business ads can help local customers find you.

4.        Customer feedback

Call recordings and transcripts can be analyzed to gather customer feedback. It isn’t always necessary to specifically ask your customers for feedback.

You can consider factors like

  • Time of the day when you get the most calls,
  • What sales scripts perform the best, and
  • Other factors that are relevant to your business.

Also, you can feed the recording and transcripts to AI systems. This can help auto-generate buyer personas to understand your target audience better.

It is also important to note that politeness is a major factor in getting better feedback from customers. Callers who could convert a phone call had a 36% higher politeness score than those who couldn’t convert calls.

5.        Lead Scoring

Scoring leads is an uphill task. It takes conscious efforts and a higher analytical outlook.  But, if you have a proper lead scoring mechanism in place for scoring your call-based leads it can be beneficial for business. You can better focus your attention on calls that convert.

If you don’t have an in-house call lead scoring mechanism, you can check with your SEM service provider. And get these services as a part of their bundled search engine marketing services.

6.        Retargeting and Remarketing

After a call with a customer, both inbound and outbound, you can send follow up texts. These will either make the almost lost lead revive or target the lead to make the purchase.

The more calls you make or receive, the more retargeting and remarketing can be done. Analyze the success of these follow-up texts and if or not you received another call from that customer.

This can be a budget-friendly way of making the most of your search engine marketing efforts.

7.        Measuring Offline Metrics

The digitization of a majority of marketing efforts has reduced the need and importance of offline channels of marketing.

However, it would be foolhardy to stop your offline efforts altogether. Your customers are not always online, and they might want to find you at offline locations. Billboards, mailers, and flyers, to date, remain effective marketing strategies.

Call analytics and tracking can help ensure that the leads that you score from these channels don’t go waste. Numbers that have call tracking available can be used.

It will make sure you don’t miss out on off-the-web opportunities of growing your customer base.

8.        Recapture Lost Opportunities

With most search engine marketing strategies recapturing lost opportunities isn’t easy or affordable. But, such is not the case with calls. You can quickly analyze missed calls, unsatisfied customers, and friction points in calls. And then you can do follow up calls and recapture the lost leads.

All you need is a proper system in place and the guidance from experts.

Now that you are aware of the broad scope of call analytics, it is wise to use these tracking techniques. These can, directly and indirectly, improve your search conversions.

Reliable agencies like Uplers can offer you effective search engine marketing services that bank on call analytics and several other components.

There are four factors that enable Uplers to deliver better and data-driven results. These include:

  • Robust research
  • Time-tested plans of action
  • Experienced and qualified team of implementers
  • High-tech tools

Your search engine marketing strategy has more components than you’d want to worry about.

Let the experts do that, while you focus on catering to all the leads that you scored through their efforts.

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Sources:

  1. https://www.searchenginejournal.com/phone-call-conversions/212184/
  2. https://www.aaid.com/uploads/cms/documents/11-ways-to-improve-conversion-rates-with-call-tracking.pdf
  3. https://searchengineland.com/call-analytics-how-they-can-drive-down-costs-and-improve-search-conversions-339826
  4. https://www.smallbizgenius.net/by-the-numbers/cold-calling-statistics/
  5. https://www.convirza.com/blog/call-tracking-statistics-celebrate-world-statistics-day/
  6. https://searchengineland.com/infographic-search-call-tracking-106705
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Lakisha Davis
Lakisha Davis
Lakisha Davis is a 20-year-old business studies student who enjoys watching tv shows, stealing candy from babies, and listening to the radio. She is creative and friendly, but can also be very boring and a bit selfish.
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