more offline leads from online traffic - brighton seo 2013 - calltracks

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More Off line Leads from On line Traffic Ali White Head of Marketing and Sales Calltracks

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We all spend vast sums of money on digital marketing activities that drive traffic to our websites. But what can we do to make sure we are getting the right type of traffic, and what can we do to make sure we increase our conversion rate of these visitors to both leads and more importantly to sales

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Page 1: More Offline Leads from Online Traffic - Brighton SEO 2013 - Calltracks

More Offline Leads from Online Traffic

Ali WhiteHead of Marketing and Sales

Calltracks

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Call Tracking Technology

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• Dynamic Numbers – Track each visitor separately

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Call Tracking Technology

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• CRM Integration – Don’t optimise for conversion, optimise for revenue

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So what can we do to get more leads?• Start with the basics

- ANSWER THE PHONE• Do you really think your phone call response is 100%?• Looking at a large sample of our customer data:

*Data sample taken over 800,000 calls

- Average of 7% of calls are missed

- Average of 2% of calls don’t go through because lines are busy

- Therefore average of 9% of calls go unanswered• This excludes calls that go to voicemail because CDR status still has status ‘answered’

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Don’t assume…• Don’t assume someone will leave a voicemail – would you?• Don’t assume someone will call back:

• Don’t assume if your in ecommerce this doesn’t apply

- 83% of online shoppers need support to complete a purchase

Source: LIVEPERSON, The Connecting with Customers Report, January 2013

- on average only 43% of callers will call back if their first call wasn't answered

- What help sources would people like to see?

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Its all about quality• Anyone seen Mad Men?• Are you happy with how your calls are

getting handled?

- 7%-38%-55% rule*

• Data is great, but only if you have it and know what you are after

*Source: http://en.wikipedia.org/wiki/Albert_Mehrabian

- Do you want to wait to December?

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What about leads we haven’t captured • Part I - Retargeting

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What about leads we haven’t captured • Part I - Retargeting

- BUT don’t forget your phone number- Dynamic Number track these visitors who click through and call

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Number Options• If people do click through make sure it is easy for them to engage

• Look at your number options:

- 0800 (although these can cost callers up to £0.40 per minute)

- 0844 (non-geo numbers)

- 01 / 02

- 03• Consider using International Numbers….even if you aren’t international

• Consider using technology at your disposal

- Responsive Mobile Sites

- IP lookup

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What about leads we haven’t captured • Part II – Business Intelligence & getting more from your data

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Lead Nurturing & Prospecting• Consider a contact plan – CSI vs lost sales• Data capture comes back into play• Understandably having both landline and mobile greatly improves chances for

reaching a customer

- Of failed attempts only accounts for 32%*• Make sure follow-up calls happen

• In one trial helped with 30% of sales*

*Source: me

• These don’t have to be handled in-house

- Segmentation is key (e.g. Click-through vs. non-opened)

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Key Points and your Action Plan

3) Ensure leads are getting handled properly and at least entered onto CRM

1) Find out if you are missing calls analyse and see if resources can be utilised to help

- Hunt Groups / Overflow / Advanced Day Parting

2) Set up notifications if you miss a call – so you can action it

4) Give people the option to call – and test what numbers work best

6) Look at technology and tools available to help….especially if they offer a free trial

5) Make sure you follow-up leads, the more segmented the greater the results

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Thanks

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@Calltracks @AlistairWhite

www.calltracks.com

0203 199 4560