This tweak may get your clients 4x more business

9 replies
Make the phone call a greater priority than filling in a form on their website.

Seen two split tests where they both got a 400% increase in closed clients.

Those that correspond via email have a lot lower closing ratio
than those that talk over the phone.

Think about it, for no added marketing cost,
you may get your client 4 times more clients/customers.

No more SEO, radio, tv, yellow pages, newspaper, direct mail campaigns.

It's like free money.

Just from optimizing what they are already doing.

Best,
Ewen
#business #clients #tweak
  • Profile picture of the author davidreese
    I worked in Web usability back in 2000. We were focused on giving site visitors more choices. We didn't ask what led to more sales.

    The focus wasn't on what worked from the marketing perspective. We focused on reducing service costs by automating customer service and limiting actual calls to the companies.

    The company I worked at that time did work for major Fortune 100 companies.

    That is great advice Ewen.
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  • Profile picture of the author MarkJez
    Originally Posted by ewenmack View Post


    Seen two split tests where they both got a 400% increase in closed clients.
    Great advice Ewen. Thanks. Do you know what was done differently for both to get this 400% increase?
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    • Profile picture of the author ewenmack
      Originally Posted by MarkJez View Post

      Great advice Ewen. Thanks. Do you know what was done differently for both to get this 400% increase?
      Once again emphasizing the phone number over the form to fill in.

      Best,
      Ewen
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    • Profile picture of the author MarkJez
      Hi Ewen,

      I just re-read your post, and I think the word "both" is referring to "both clients" as opposed to "both contact methods". Am I right? :confused:

      I will be taking this idea to use on my client sites to make the phone numbers not only a bigger font, but also include it in additional areas of the website - e.g. the footer and side panels etc.

      I've seen some sites where the phone number has flashed like a neon sign!

      I am thinking how we could take the results of this test to really ramp up the closing rate for our clients. E.g. If the prospect phones our client as opposed to just emailing them - then they get an incentive such as a small gift or a small discount.

      From my experience working with clients, if the customer calls them, then they are far more interested in buying then if they email, so this may have slightly skewed the test results.

      I have also noticed that some customers will email after hours, on the assumption that the business has closed for the day. When in fact the business owner is still working and probably has more time to devote to talking with a potential customer.

      When the phone number is published in various places on the website, it may be an idea to say something like - phone calls welcomed from 8am until 8pm. Or if you call before 8pm you will speak to a live operator. After 8pm, please leave a message on our voice-mail, we will return your call the following day.

      Alternatively, as an extreme measure, which could be a gamble , but possibly worth testing, the phone number could be made as big as possible, while the email contact form is made as small as possible - almost difficult to find! This would then practically force prospective customers to call, when ordinarily they might just email.

      Also, some customers are just shy and prefer to email for this reason. Remove the shyness, and based on your test results, sales should increase.
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      • Profile picture of the author ewenmack
        Both websites I was referring to Mark.

        Best,
        Ewen

        Originally Posted by MarkJez View Post

        Hi Ewen,

        I just re-read your post, and I think the word "both" is referring to "both clients" as opposed to "both contact methods". Am I right? :confused:

        I will be taking this idea to use on my client sites to make the phone numbers not only a bigger font, but also include it in additional areas of the website - e.g. the footer and side panels etc.

        I've seen some sites where the phone number has flashed like a neon sign!

        I am thinking how we could take the results of this test to really ramp up the closing rate for our clients. E.g. If the prospect phones our client as opposed to just emailing them - then they get an incentive such as a small gift or a small discount.

        From my experience working with clients, if the customer calls them, then they are far more interested in buying then if they email, so this may have slightly skewed the test results.

        I have also noticed that some customers will email after hours, on the assumption that the business has closed for the day. When in fact the business owner is still working and probably has more time to devote to talking with a potential customer.

        When the phone number is published in various places on the website, it may be an idea to say something like - phone calls welcomed from 8am until 8pm. Or if you call before 8pm you will speak to a live operator. After 8pm, please leave a message on our voice-mail, we will return your call the following day.

        Alternatively, as an extreme measure, which could be a gamble , but possibly worth testing, the phone number could be made as big as possible, while the email contact form is made as small as possible - almost difficult to find! This would then practically force prospective customers to call, when ordinarily they might just email.

        Also, some customers are just shy and prefer to email for this reason. Remove the shyness, and based on your test results, sales should increase.
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  • Profile picture of the author Gary King
    This is great advice - make sure the option is there as others have suggested...

    That said, I have a dentist where we just added a disclaimer to their contact form - people were using it to cancel appointments last-minute so they didn't have to talk to anyone. ;-)

    Needless to say, they had gaps in their schedule then. No patient = no money. I like the option of having choices, but we are discussing removing the contact form altogether if the cancellations outweigh the general contacts.

    All success,

    Gary
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    • Profile picture of the author AndrewCavanagh
      Also if they do have a web form make sure they
      enter their phone number and get the staff to
      call prospects on the phone as early in the
      process as possible.

      Ideally you call anyone who makes an online
      inquiry on the phone within 5 minutes.

      The reason is obvious if you think about it.

      Someone searching around online for your product
      or service will make an inquiry then they'll continue
      searching...elsewhere.

      When you call them on the phone or at the very least
      immediately answer their inquiry you engage them and
      stop the searching process.

      Kindest regards,
      Andrew Cavanagh
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      • Profile picture of the author ewenmack
        My preference would be having only one call to action
        and that being the phone call.

        It was before, now seeing these split test results just confirms it to me.

        There can be adjustments around what to say to get the phone call.

        If it's a more emergency type services then
        the visitor wants to know how quickly a person will get there.

        Optimizing what is said to match the readers thought process at any given moment
        adds further to your response rates..

        Best,
        Ewen
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