In a previous article, we gave you five reasons why a caller is more valuable than an online lead. One is that leads who contact a company by phone are, on average, much further along in their buying process than leads who fill out a form on the website. For that reason, they convert in as many as 25% to 40% of cases. With online leads, this is the case in only 2%. Let's dive a little deeper into this. Because if telephone leads convert so well, you probably want more of them.
Why do telephone leads have such a high conversion rate?
As mentioned, telephone leads are often already well into the sales funnel. But far from every lead that is about to convert also calls. At Qooqie, we have years of experience with attribution of inbound calls and have seen a lot of data in this area go by. Based on that, we've learned that three factors have a lot of influence on the decision to call:
- Complex products or services
- High value products or services
- Hurry
Which traffic sources generate the most calls?
If you know which traffic sources generate the most calls, you also know which channels are best to invest in. There are many articles and studies online about this. But beware, because much of this data is outdated, and often the data is based on averages from different industries. So what you read online usually does not apply to the company you are marketing to. Therefore, lay your call data alongside your online data. This provides more complete insight, allowing you to improve your marketing strategy.
The solution: call tracking from Qooqie
The best and most accurate way to find out where your phone leads are coming from is to start with call tracking. With this technique, you measure exactly which traffic sources, campaigns and keywords are generating calls. Call tracking, then, ensures that you no longer have to gamble with your budgets and that you get a crystal clear picture of the customer journey of callers.
