Landing pages are the best places to get your website visitors calling you up to know more. Typically, these are also pages that have areas that can be optimized for better performance, and ignoring it is like turning your back to the easiest way of generating sales. It is very important to have a direct and personal channel of communication like a phone call open.
According to a survey conducted by New Voice Media, an overwhelming 75% of customers say that a phone call represents the swiftest way of getting information. Also, as far as conversion rates are concerned phone calls yield anywhere between 30-50% as compared to a measly 1-2% for clicks. The increasing use of mobile devices for conducting searches makes it all the more important for businesses to optimize their sites for phone calls. Some ideas on making landing pages extra phone-friendly.
Click to Call
With many people using their mobile devices to surf the Internet or to talk over apps like Skype, the behavior patterns of how they respond to landing pages has also changed. A Sting Automotive study reported that customers were more inclined to contact an online marketing company when they were able to do so with only a click and that if a Call to Action was added; it enhanced the call rates by two times; a really astonishing result from something so elementary. The level of engagement of click-to-call buttons was also found to be very high with 70% of users conducting searches using them. Even though many browsers automatically recognize phone numbers and make them clickable, it is a good practice not to depend on it but instead, opt for coding them on to the web page.
Include a Call-Back Widget
By using a call-back widget, users can leave behind their phone numbers with the business so that they can call them back. While this method ideally shouldn’t be the sole way of establishing contact with the business, it is a great way of giving extra convenience to customers who don’t want to go through the bother of calling up the company. A video surveillance site that added a call-back widget managed to more than double the number of inquiries and in the process improved the rate of conversion to 2.04% from the earlier 0.68%. Call-back widgets also have the facility to inform the business about the channel that brings in more inquiries, which advertisements are being responded to better, and the time of the day that is generating the most call-back requests. According to Utah SEO experts, another good way of letting customers contact you is by way of a voice mail option.
Incorporate a Clear Call to Action
Including a CTA that is clear and compelling can be more vital than you think. Do not plan on something that’s too complicated. Make sure that the CTA is clear and unambiguous and cannot be missed by the web visitor. Make a specific request to the visitor to make a call. To maximize results it can be a great idea to combine CTC with the CTA. Do not take your CTA for granted but test it out by observing which version works better, and gets clicked more frequently. The most important factors to be taken into account are the wording and the color scheme. It is important to make the CTA extremely visible without disturbing the aesthetics of the page. The best CTAs blend seamlessly into the web page but are also highly noticeable.
Keep in Mind the User’s Screen Size
A Crazy Egg study reported an interesting effect; it was possible to obtain significant improvement in the call rate by including multiple CTAs when users were on desktops but the same strategy got completely messed up when applied to mobile screens, and the call rates actually dropped. It is vital to keep in mind that users access the web on multiple devices with different screen sizes and you need to customize your strategy appropriately. Using adaptive designs may not perhaps be the best strategy.
Author bio: James Baker is a Utah SEO practitioner who has worked with a number of online marketing organizations on improving their customer inquiry and conversion rates.