How Do I Increase Conversions?

Get a Local Number.

The website has become an important tool in the business owner’s arsenal for promoting their products and services to a wider audience. Over time the website has begun to replace the traditional phone line as a method of contact however, with business owners often making the assumption that people would rather chat or email than call in.

Kissmetrics recently tested whether or not such an assumption was in error, by seeing whether the inclusion of a phone number increased conversion through a simple A/B test. What it found was that over a six week period, a .5% increase in conversions was observed by introducing the pages with the company’s phone number included.

At first glance, these numbers don’t sound impressive, but not when looking at it from the perspective of the difficulty overall in obtaining a conversion. Landing pages on average convert anywhere from 2.3-5.9% of leads according to statistics from Search Engine Land. Looking at it that way, a .5% increase in conversion is more impressive: anywhere from 8-22% more conversions are occurring overall. That is statistically significant.

These results should be enough for any business owner to add a phone number to their pages, because it does appear to at least make some difference in coercing a lead to convert. But is just any number good enough? No, and stats from Ruler Analytics indicate that a local number is far more effective in triggering a conversion, making a conversion twice as likely.

We argue that in order to get those high conversion rates, it’s essential to have a local number. In earlier blogs, we’ve already discussed the benefits of local number in terms of customer perception and trust. Here, we’re illustrating further than just a chatbot or e-mail address is not good enough either: you need to have a phone number, and a local one if that.

But how do you get a local number for your business, and even more important, how do you afford it? Getting a landline number for every area you’d like to target from your business telephone provider is going to be insanely expensive, and while cheaper, if you use VoIP at your business, the cost of leasing or purchasing numbers from those providers will still be high.

This is why a solution is needed to make the process simple and cost effective. That’s where Inbound Call comes in. Adding local numbers for just about anywhere is as simple as adding a few lines of code to your webpage. Instead of increasing overhead by purchasing dozens of local numbers, the money saved can be reinvested into the business elsewhere where the ROI is much higher.

If you’re interested in finding out how Inbound Call’s technology might fit into your business strategy, contact us today. We’ll be happy to show you how the technology works, and how you can take advantage of the trust and perception benefits of having a local number for your business.

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