There is no doubt anymore that mobile search and mobile consumers are driving the decision-making processes of marketers and small-business owners. Mobile marketing requires responsive website design and marketing campaigns are increasingly targeted toward mobile consumers, but if you aren't considering phone calls in your mobile marketing efforts, you're missing a huge piece of the puzzle.
If you want to really boost sales from mobile users visiting your site, you need a strong Pay Per Call strategy that recognizes the value of phone calls. Here's how you can achieve this goal.
First, the Stats
There's a saying that goes "the proof is in the pudding." In short, this means that the validity of any argument is found by getting down to the details. Flashy webpages and all the text in the world isn't nearly as convincing as the numbers that prove the case. If you don't think phone calls and Pay Per Call are important to your business, consider these statistics from a Google & IPOS study of 3,000 mobile searchers:
- 47% are more likely to explore other brands if they can't directly call your business
- 47% will be frustrated or annoyed with your company without the ability to directly call your business.
- 33% say they're less likely to recommend a brand or company as a result.
- 27% are less trusting of that brand or company.
How to Boost Sales with Pay Per Call
You can start increasing the number of leads from mobile users by conducting A/B testing on your mobile landing pages. Play around with the wording and layout to compare versions in an effort to see which style generates more phone calls from customers. Options include branding content targeting high-value consumers and specific offers targeted at generating new leads.
Next, you should consider using a so-called "vanity" number to increase call volume. The phone number itself seems like a simple thing, but it can have a significant impact on the number of calls to your business. Generic examples, such as 1-800-Lawyers or 1-800-HaulJunk, are 33% more likely to drive click-to-call actions in your mobile ads than standard 1-800-XXX-XXXX numbers.
Last but not least, you should be using click-to-call. When you make your number clickable in mobile ads, it makes it that much easier for consumers to just call your business rather than continue to look around and perhaps be attracted to a different brand. Considering 2 out of 5 US households have only wireless phones, it's foolish not to include click-to-call in your mobile marketing.