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Best call to action for your offline clients is...

by ewenmack
14 replies
Just seen the split test results of 2 websites call to actions,
fill in a contact form and the phone call.

The phone call increased closing ratio by 4x
in both cases.

Those that filled in the form and consequently
communication was through email had a much lower closing percentage.

No real salesmanship required here, just optimizing the call to action.

No extra investment required to create these customers.

Become the offline biz owners hero by making this tweak.

Best,
Ewen
#action #call #clients #offline
  • Profile picture of the author UKCopyKing
    Much depends on the product, the audience, and their likely trigger points.

    Once, I increased responses by 23% by simply asking the reader to reply with their phone number - we then closed them over the phone - This only worked because the audience were extremely sociable by nature and quite time-poor.

    The answer will be in the research somewhere.

    Hope that helps

    Trev
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  • Profile picture of the author DavidG
    Originally Posted by ewenmack View Post

    Just seen the split test results of 2 websites call to actions,
    fill in a contact form and the phone call.

    The phone call increased closing ratio by 4x
    in both cases.

    Those that filled in the form and consequently
    communication was through email had a much lower closing percentage.

    No real salesmanship required here, just optimizing the call to action.

    No extra investment required to create these customers.

    Become the offline biz owners hero by making this tweak.

    Best,
    Ewen

    You confirmed my little skeptical feeling on Gary Halberts idea that making the CTA a phone call will close up to 3 times better than forms...

    Same going for space ads.

    Thanks.
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    • Profile picture of the author ewenmack
      Originally Posted by DavidG View Post

      You confirmed my little skeptical feeling on Gary Halberts idea that making the CTA a phone call will close up to 3 times better than forms...

      Same going for space ads.

      Thanks.
      Ken over at the System Seminar did a interview with a guy
      who was head of web marketing for a big credit repair firm.
      They directly or indirectly employed something like 700 people.

      The site visitors could make a purchase online.
      Hit a conversion ceiling of around 4.5% after lots of tweaks and split tests.

      They already had a phone room which had great sales conversion numbers.

      So he thought let's try getting them off the net and onto the phone.

      I don't recall the jump in numbers, but it was more than 4x.

      Best,
      Ewen
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  • Profile picture of the author Don Schenk
    I can see where a good telemarketing script would increase conversions, but are you saying to ask for a telephone number in the opt-in form, or to list a phone number a website reader can call?

    I remember being at a live bootcamp at which Halbert talked about the importance of listing your phone number on an order form. He said a regular phone number (not an 800 number ) worked fine.

    At another bootcamp both Dan Kennedy and Jeff Paul talked about how people don't want to call a phone number if they think they will be greeted by a salesperson, but they will call a 24 hour recorded message; and if they are then interested after hearing the message, they will leave a call back number or an address at which to receive more info. I've used this method with good success.

    :-Don
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  • Profile picture of the author Bruce Wedding
    This does not surprise me in the least. Most small biz owners are so clueless about computers, it is scary. They literally have trouble filling out a form and making a Paypal purchase. You've got to give them a phone number.
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  • Profile picture of the author ASCW
    Do you provide a number for them to call? Does it go to a recorded message, or staff?

    Or do they give their phone number and a time for you to call them?

    What are the specific logistics of this. I'm very interested.

    -Andy
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    If you want help with copy stuff, pm me.

    Cool.

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    • Profile picture of the author ewenmack
      Originally Posted by ASCW View Post

      Do you provide a number for them to call? Does it go to a recorded message, or staff?

      Or do they give their phone number and a time for you to call them?

      What are the specific logistics of this. I'm very interested.

      -Andy
      The phone number is prominently displayed and no "contact us" form on the web page.

      This is from businesses which get their customers from a 100 mile radius or smaller
      of their location.

      Best,
      Ewen
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      • Profile picture of the author Hugh Thyer
        Just ran a small campaign to financial planners (cold leads) for a free report.

        They could phone or go online.

        They ALL went online.

        I wasn't expecting that!
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        • Profile picture of the author ewenmack
          Originally Posted by Hugh Thyer View Post

          Just ran a small campaign to financial planners (cold leads) for a free report.

          They could phone or go online.

          They ALL went online.

          I wasn't expecting that!
          Was the ad running online or off Hugh?

          BTW good to see you back.

          Best,
          Ewen
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  • Profile picture of the author Steve The Copywriter
    Yes, a phone number really does help increase sales.

    And to alleviate the "fear" that your good people will be speaking with a sales person.

    Say something like "customer assistance", "customer service/relationship" etc.

    I once wrote an Ad saying - "When you call - you won't be speaking to a sales department. Instead it'll be our client help people. They're all specially trained to give you the right advice. And if they feel you won't greatly benefit from the (service) they promise to tell you. And if you and they both feel it is perfect for you - you will of course get our special discount mentioned in this Ad"

    It worked well.


    Steve
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  • Profile picture of the author Steve The Copywriter
    Eureka!

    Ink on card (with some excellent words) getting the good people to respond.

    Perfect.


    Steve
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    • Profile picture of the author ewenmack
      Originally Posted by Steve The Copywriter View Post

      Eureka!

      Ink on card (with some excellent words) getting the good people to respond.

      Perfect.


      Steve
      Hey Steve, did you get a message from hot lips she's back in town?

      Or are keeping quite about it because you've smuggled her away to your quaint seaside cottage in the South of England eh?

      Best,
      Ewen
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  • Profile picture of the author Steve The Copywriter
    Ewen,

    I only found out the other day.

    And yes I was going to keep quiet about her and stash her away in my specially refurbished PM.

    But of course she's more than welcome to stay at the beautiful seaside in the glorious South of England.


    Steve
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