Posted in Articles By Sam Applegate
Earlier this month, I had the opportunity to display a phone number on one of my lead generation websites.
The phone number would be connected to a call centre, which would allow me to collect telephone-based leads, in addition to my online form.
I expected visitors to take full advantage of the phone service, especially considering it was a free-phone number. I displayed it in prime location on the top right of the page on 1st May.
The result was actually a bit surprising. I haven't yet (3 weeks later) had a single phone lead. But, leads generated through my online form have more than doubled when compared to last month.
This isn't related to seasonal changes either. Last year, the number of leads generated in May was actually 23% lower than April. This year, the number of leads has increased by 132% when compared to April (and the month isn't even over yet).
The traffic to the website has remained constant. The big difference therefore, is conversion rate.
April saw a conversion rate of around 7%, whereas May has improved to 15%.
Obviously a bigger sample of data will be needed to see if this trend continues, but first signs are extremely good.
Despite visitors not actually picking up the phone, they seem to be trusting my website more. Users are completing the online form more often, now they see a phone number displayed in the header.
This makes perfect sense. I would personally trust a website more if I knew I could contact them by phone. This is particularly true in the Life Insurance market, where users are generally a bit older and less Internet savvy.
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