The goal of most B2B marketing campaigns is to generate new leads. To do this, businesses must offer information, resources, products or services valuable enough that a visitor is compelled to take action, either by completing a web form (contact form or ecommerce checkout), calling the business or visiting in person.
For customers that are more inclined to call, simply posting a phone number on a site is not always enough to maximize conversions. To entice visitors to call, consider these four tips:
1. Explain the Value of Calling
Concisely state, either above or below the phone number, what the visitor will get out of calling, and make sure this call to action is relevant to the content on the page. For example, if a page offers a product overview, but does not go into much detail, you may use the call to action, “Call Today To Learn More.”
2. Show the Number They Want to See
Toll free numbers are typically a welcome sight for customers who are either out of the state or country, while local area code numbers can serve as verification to local visitors that your business is, in fact, local.
Using a call tracking solution, run an A/B test to determine which your visitors prefer. Integrate each number on a different version of the same web page, and show one or the other an equal number of times over several weeks. If the results of your test are inconclusive, you may consider integrating both options.
3. Make It Stand Out
As a call to action, it’s important to make sure that the phone number stands out on the web page. To do so, consider the following design treatments:
• Bold it.
• Make the font size larger.
• Change the font color.
• Place a colored icon next to the number.
• Integrate it into a graphic button.
• Surround the number with white space.
4. Test Different Phone Number Placements
Experiment with the placement of the phone number on your web pages. A/B test different page locations, and track which generates more conversions. Following are some recommended placements:
• Top banner
• Right- or left-hand column
• Directly within page copy — If you include a call to action within page copy, don’t make visitors look for the number.
• Meta description — Often this is what appears below the main link on a search engine result page, and visitors may choose to call before even visiting your site.
Once you’ve determined the best place(s) for the phone number, make sure it remains consistent throughout the site, so when visitors need it, they know exactly where to look.
Finally, it’s important to note that web forms and call tracking numbers are not replacements for one another. You’ll want to make sure both are included so no matter a visitor’s preference, you don’t miss an opportunity to convert a lead.
How are you maximizing call conversions on your site? Please share in the comments section below.
Tags: Call Tracking, improve phone conversions, phone call tracking, phone conversions
