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.