Google says that “more searches take place on mobile devices than on computers in 10 countries including the US and Japan.” In fact by 2017 advertisers will channel spending to mobile over desktop realizing far greater reach than a desktop focused adverting strategy.
In fact according to Google not only over 70% of searches are on a mobile platform and more importantly a click to call action is favored over a web form. Reasons for this include forms that are way to time consuming to fill on mobile, optional and required fields, and anti-spam measures which require you to lets and images. Web visitors convert to leads at a much lower percentage than people who call: the former might typically generate leads at around 3%; inbound calls (assuming that the visitor meant to call) will be 100%. Based on this, Wordstream estimates that calls to a business could be worth about three times as much as website click.
Recognizing this, Google has created call-only campaigns that eliminate the possibility of a website visit from the ad – and always show the call button, irrespective of ad position. But is your CRM ready to handle a click to call campaign?
Leads that call often experience frustration. Often reaching voice mails they simply end up waiting for someone to respond with substance. Answering services and call centers are an expensive alternatives. In addition for companies phone calls are difficult to track and measure: Who took the call? What happened to that call? Was information sent? Anyone followed up? Solutions that provide partial call logging are passive: if no further data is added by the agent all the value will be lost.
Engage a solution that can create a true business moment by managing the call interaction – end to end. Not only log a call but engage leads at point of contact: Find out what they want and have the CRM actually accomplish it! And in case you forgot to followup have your CRM do it for you!