5 things you need to know about mobile leads and click to call
DESCRIPTION
Smx West 2014 Session #Smx #23C - Capturing The Mobile Paid Leadpresentation 5 Things You Need To Know About Mobile Leads And Click To Call By John Busby @Johnmbusby Of MarchexTRANSCRIPT
Mobile Leads & Click-To-Call
March 12th, 2014
John Busby, SVP Marchex Institute
@johnmbusby @marchex #smx #23c
2@johnmbusby @marchex #smx #23c
Use m-commerce as the only part
of a mobile strategy
3
Example of pull quote messaging
“If you look at industry data, what you see is
that mobile-influenced in-store sales are double
that of the e-commerce opportunity.
By 2016, e-commerce sales are projected to
get about $345 billion in the U.S. “M-
Commerce” sales – online sales through a
mobile device – are projected to get to 10% of
that number. But if you look at mobile
influenced offline sales in that same time
frame, they’re projected to reach more than
$700 billion.”
@johnmbusby @marchex #smx #23cGibu Thomas, SVP MobileThe Atlantic, March 2014
4
Take the combined revenue of tech
heavyweights and multiply that number by 3
@johnmbusby @marchex #smx #23c
5
And you’re still about $150 billion behind
the sales transacted by phone through
contact centers
@johnmbusby @marchex #smx #23c
6
And that figure does not include the millions
of small businesses that crave calls
@johnmbusby @marchex #smx #23c
7
In 2016, mobile search will produce
60 billion consumer to business phone calls
Source: BIA/Kelsey (2012)
0
10000
20000
30000
40000
50000
60000
70000
2010 2011 2012 2013 2014 2015 2016
Calls generated fromdesktop search
Calls from mobile search
Internet Call Volumes by Channel
@johnmbusby @marchex #smx #23c
8
Example of pull quote messaging
A substantial 94 per cent [of consumers] had at
some point needed to speak to a person
directly when they picked up their smartphone
to find out more information about a product or
service.
The study suggested that brands risked
damaging their brand image if they failed to
offer [click-to-call] as an option, with 36 per
cent of respondents saying they would be more
likely to explore other brands, 32 per cent
saying they found it frustrating and 30 per cent
saying they would feel disappointed in a brand.
@johnmbusby @marchex #smx #23cGoogle/Ipsos Study
February 2014
9
Besides Google, consumers search on
local & vertical directories
@johnmbusby @marchex #smx #23c
10
And there are vertical aggregators
@johnmbusby @marchex #smx #23c
11
And voice search
@johnmbusby @marchex #smx #23c
12
What brands and
agencies should do
about click-to-call
@johnmbusby @marchex #smx #23c
13
1. You should have a tracking phone number
1-800-GRT-DATA
@johnmbusby @marchex #smx #23c
14
1. You should have a tracking phone number
Source: Marchex Data 2013
Calls: 10 Forms: 1
@johnmbusby @marchex #smx #23c
15
2. You should have an IVR (or phone menu)
Marchex Clean Call blocked 40 millioncalls in 2013 for Call Analytics clients
0
1
2
3
4
5
6
15%
20%
25%
30%
35%
Ca
lls B
loc
ked
(M
) Blo
ckle
d C
all %
@johnmbusby @marchex #smx #23c
16
2. You should have an IVR (or phone menu)
Filters robo-dialers
Qualifies intent
Provides real-time
reporting for
optimizationNew
Integrated IVR
Support
Service
Contact
Details
@johnmbusby @marchex #smx #23c
17
2. You should have an IVR (or phone menu):
Auto Example
@johnmbusby @marchex #smx #23c
18
3. You should measure
the effectiveness of your
mobile landing page
Source: Marchex Data 2013 @johnmbusby @marchex #smx #23c
19
3. You should measure the effectiveness of
your mobile landing page
Source: Marchex Data 2013
Hold Times Cost More Than $100 Million in
Lost Subscription Revenue From Abandons
@johnmbusby @marchex #smx #23c
20
3. You should measure the effectiveness of
your mobile landing page
Source: Marchex, 2012 & 2013 10,000+ calls from 2012-2013
Multifamily Housing
40% unanswered calls
Automotive
25% unanswered calls
@johnmbusby @marchex #smx #23c
21
3. You should measure the effectiveness of
your mobile landing page: Auto Example
@johnmbusby @marchex #smx #23c
22
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Hang-ups Voicemail General product or servicediscussions
Pre-CallRescue
Post Call-Rescue
28% more
contact
information!
Reduced 92%
of hang-ups
Voicemails
decreased
by 85%
Pilot Results of Call Rescue
4. You should consider “rescuing” calls
Results based on scoring 300 calls pre and post call-rescue pilot @johnmbusby @marchex #smx #23c
23
5. You need to measure intent
@johnmbusby @marchex #smx #23c
24
5. You need to measure intent:
Cable/Sat Example
@johnmbusby @marchex #smx #23c
25%
25%15%
5%
30%New Residence
Promotion
Unhappy With Competitor
Referral
No Service
Why Is The Caller Shopping Today?
Cable/Satellite Customers, sample of 1,000 calls
25
Marchex is a mobile advertising &
technology company
=
Patents Granted and
Pending
21Customer
scale
+100K +$130MAnnual Call
Revenue
100MsAnnual Call
ScaleTotal People /
Engineering
400 / 50%
CALLS
@johnmbusby @marchex #smx #23c