exclusive report findings: must-have call insights for today's marketer
TRANSCRIPT
Driving More Calls and Revenue from Email
Exclusive Report Findings: Must-have Call Insights for Today’s Marketer
Driving More Calls and Revenue from Email
Today’s Speakers:
Amber TiffanySr. Content Marketing Manager
Andrea MuellerPR Manager
@Invoca #Callintelligence
90%of consumers move between multiple devices to accomplish their goals.
We live in an omnichannel world.
You can’t do omnichannel without calls.
Of people switch devices during a single online activity
Complete a purchase offline following online search activity
Use the call button from a search ad
By 2019, businesses will get 162 billion customer calls from mobile
@Invoca #Callintelligence
Consumers love to call.
@Invoca #Callintelligence
Businesses love callers.
Higher Average OrdersHigher Conversion Rates
@Invoca #Callintelligence
Driving More Calls and Revenue from Email
Research Methodology
Invoca analyzed millions of data points from 2015, all sourced through our proprietary call intelligence platform:
• 58 million phone calls• 40 different industries
Driving More Calls and Revenue from Email
Calls by Channel
In 2015, calls from mobile-specific channels accounted for 54% of all customer calls.
Mobile continues to be the top source for calls
Make it easy for customers to call from mobile – always include click-to-call buttons across your webpages and ads.
@Invoca #Callintelligence
Top marketing channels driving calls
Mobile search is the #1 driver of inbound calls. Have you tested Google’s call-only campaigns yet?
@Invoca #Callintelligence
Which channels drive the highest quality calls?
Newspapers, followed by Online Review Sites, are the top channels for call quality.
Online Channels Offline Channels
@Invoca #Callintelligence
Driving More Calls and Revenue from Email
Key Caller Trends
You can optimize for better quality callers.
Increase in average call duration from 2014 to 2015. Marketers are getting better at generating quality calls.
Leverage call intelligence data points to determine ideal caller profiles and optimize campaign targeting: Demographic data like region, age,
income, etc. Purchase intent like keywords,
landing pages, offers that drove call
18%
@Invoca #Callintelligence
When are people calling?
Mondays receive the most calls, Sundays receive the least.
55% of calls to businesses happen on Monday to Wednesday.
Average call volume by day
@Invoca #Callintelligence
When are people calling?
On weekends, most calls occur between 12:00pm and 1:00pm
On weekdays, most calls occur between
11:00am and 12:00pm
Optimize your ad spend for the days and times when prospects are most likely to call.
@Invoca #Callintelligence
How are people calling?
The majority of calls to businesses come from mobile devices, not landlines.
Make sure you’re optimizing your ad copy and spend to drive the right kinds of conversions.
@Invoca #Callintelligence
Driving More Calls and Revenue from Email
Who’s Calling?
States with the highest call volume
Although it’s not a state, Washington, DC has the highest call volume per capita, with 415 calls per 1,000 people
Tracking caller location helps marketers create unique experiences based on where the caller lives.
@Invoca #Callintelligence
Cities with the highest call volume
Knowing a caller’s city is especially important for local businesses and national companies with local agents or
store branches. @Invoca #Callintelligence
Who calls more?
Although women make up 51% of the population, men are more likely than women to call a business.
vs
@Invoca #Callintelligence
Driving More Calls and Revenue from Email
Industry Breakout
Which industries drive the longest calls?
Computer ElectronicsHome Services
EducationAutomotive
Legal
InsuranceFinancial Services
TravelHealth & Wellness
@Invoca #Callintelligence
Top Performing Channels for Home Services
Mobile is the primary driver of home services calls, with 43% coming from Google search ads along.
@Invoca #Callintelligence
Top Performing Channels for Education
Major growth in mobile: education calls from mobile-specific channels increased 66% over 2014.
@Invoca #Callintelligence
Top Performing Channels for Automotive
Offline calls are shrinking to make way for mobile: automotive calls from offline sources dropped 25% over 2014.
@Invoca #Callintelligence
Top Performing Channels for Financial Services
Shifting to digital: financial services calls from offline channels also dropped from 2014, by 18%.
@Invoca #Callintelligence
Driving More Calls and Revenue from Email