Boosting Your Landing Page Phone Call Conversions by 42%

There are some fantastic blogs out there and one of the one's I watch is this one by Raquel Hirsch. This week she wrote about "Boosting Your AdWords Landing Page Phone Call Conversions by 42%" and I thought I would share her fine words since I am currently learning all I can about the latest disipline for Internet Marketers like myself: "Conversion Optimization".


By: Raquel Hirsch

Date: January 3rd, 2010

“Out with the old and in with the new”? Not quite, when it comes to what marketers are doing to improve the online conversion rate. More like “Keep up with the old and ADD the new.”

And “the new” is Landing Page Optimization for more PHONE CALL conversions.

We at WiderFunnel are certainly seeing an increase in the number of clients wanting to drive not only more online conversions on the site but more phone calls as well (sometimes the objective is to increase both; other times, it’s only about driving more phone calls to the call centre).

Another “new”: The pay-per-call business model

But marketers are not only increasing their demand for more phone call conversions on their own landing pages. A whole new business model is emerging: the pay-per-call business model (or PPCall).

Pay-per-call is like the cost-per-click (CPC), CPA and CPL marketing model but done with phone calls, not clicks.

According to Telmetrics, the pay-per-call models are poised to experience “explosive growth” in 2010.

Now, while Telmetrics has an incentive to forecast this trend (they provide “innovative call measurement solutions to help advertisers maximize the effectiveness of their marketing programs” as well as “track and analyze consumer response to any direct response broadcast, online or print campaign that features a call-to-action response phone number”), marketers committed to improving the ROI of their marketing investments need to pay attention, especially if they drive local business.

PPCall online ads encourage the user to establish phone contact rather than sending them to a web site – and this is where the real potential lies. And big players are entering the industry.

According to Marketing Vox, vendors are rolling out pay per call ad products. AT&T Interactive has updated its YELLOWPAGES.COM iPhone app called YPmobile (the latest version has new features including Video Profiles and Pay Per Call Ads). Following a pilot program, ShareASale.com opened its ShareASale Pay-Per-Call Center to its network of 2,500 merchants last month. RingRevenue provided the platform for the ShareASale Center. It has also partnered with LinkTrust to offer similar services to merchants and other networks.



William S. Dickinson is a marketing professional who works for Momentum Conferencing with offices in Vancouver BC and Toronto, ON. You can find Momentum Conferencing on the web @ www.momentumconferencing.com.