Capture & Track Every Conversion in Today's Mobile World

Capture & Track Every ConversionIn Today’s Mobile World

Ryan KlueverMedia ManageriCrossing

We don’t go online. We live online.

Mobile Devices Have Become Critical To The Consumer Journey

Reads about an

upcoming concert line-up

During lunch,

searches for shoes

on a mobile phone

Listens to a new

playlist while taking

the bus home

Wakes up and looks

at today’s weather

forecast

Uses maps to meet

friends for dinner

At work, schedules a

service appointment for

the following day

On the bus, reads

the daily news and

checks emails

The flood of mobile calls to U.S. businesses continues

unabated, changing the way enterprise brands view the

telephone as an inbound marketing channel.

Martech Intelligence Report 2015

Call Volume Grows In Tandem With Mobile Traffic

Call Conversions Continue To Increase In All Digital Formats

Martech Intelligence Report 2015

The number of relevant click-to-call formats is rapidly

expanding, as digital marketers explore new opportunities

in online display and social media to connect with fans,

followers and customers over the phone.

Two Pieces Of The Puzzle

Mobile

Optimized

Experiences

Enhancements

Call Tracking

Mobile Optimized Experiences

Create A Great Mobile Experience For Your Consumers

Display shipping costs & delivery dates on product pageCallout clear information about product availability and shipping costs

Showcase related products at opportune momentsRelated recommendations provided while shopping online can aid a

user’s purchase decision


Make password authentication a frictionless experienceProviding alternative sign-in methods allows flexibility and user control,

resulting in less frustration and conversion drop offs

Encourage consumer-generated contentBuyers consider consumer-generated content just as important, if not

more so, than talking to an in-store sales representative


Optimize your mobile website to drive conversionsBy predominantly highlighting your phone number and online form fill, you

simplify the purchase process

Customers will not wait around for your mobile site to loadMake sure that your page content loads in a logical order while minimizing

downloads to ensure a smooth user experience

VS

Call Tracking Enhancements

Phone Numbers Have High Visibility Online



Desktop Mobile Paid SearchPaid Social


we bought

80%

20%Web leads

How do you track & optimize the “x” percent of call

conversions that your business drivesChallenge:

Your client’s web site drives two points of purchase

Roto-Rooter Enhanced Its Localized Strategy

Set more effective bids to improve on ROIMeasuring both leads and calls dramatically improved Roto-Rooter’s location bid modifiers allowing them

to make smarter bidding decisions to capture demand

Roto-Rooter Efficiently Captures Weekend Demand

Understand the full picture of your programBy accurately tracking both calls and leads, Roto-Rooter was able to make smarter bid adjustments to take

advantage of the Friday and Saturday spike that wasn’t accounted for previously

Call Tracking Benefits Help Improve Conversion Quality

Automated Routing and Management capabilities

Route calls based on marketing source, time/day of call, caller location

Custom IVRs (Interactive Voice Response)

Qualify and filter callers from every market source or call type to ensure only qualified calls are included

Maintain data integrity through spam call prevention

Utilize new, adaptive technology to block spam calls even as they continue to change rapidly in format and in form

Consider the call duration in order to set a conversion threshold

Establishing a conversion call length baseline can help qualify conversions

Strategically decide between local & toll free numbersUsing local numbers can help highlight that you operate locally versus using toll free numbers to provide the

appearance of a larger, perhaps more established company

Leverage unique phone numbers for mobile and desktopWith knowledge of all conversions driven separately between phone and web, you are able to set more accurate bid

prices that reflect the differences between devices

Capture unique conversions such as call extension callsCall extensions calls (click-to-call) are a significant part of how consumers interact with businesses so being able to

measure these types of calls is vital to success

Final Call Tracking Considerations

Questions?

Marketing

Capture & Track Every Conversion in Today's Mobile World