Smartphones are changing lead gen

22 September 2014

Mobile is eating e-commerce transactions.

Everyone today has a smartphone. Well not everyone, but almost! The figures are at 75% in Australia this year, with Google predicting 85% by the end of 2016. The mass adoption of smartphone technology is forcing a shift in lead generation similar not dissimilar to the e-commerce shift two decades ago with the wide-spread use of the internet.

More smartphones = more mobile search = more phone leads

Smartphones (and soon wearable technology) are becoming an extension of human behavior, and consumers like to be connected to these devices at all times. 25% of internet searches now take place on mobile devices, and according to eMarketer and BIA/Kelsey these mobile web browsing sessions are tipped to surpass desktop by the end of this year. What’s pertinent to marketers is that these mobile users aren’t filling in web forms – they are calling. Connecting to a business from a smartphone is so easy with click to call that transactions that would previously have occurred over an internet connection (i.e. a web form completion or e-commerce transaction) are now happening from a phone conversation.

The facts and figures:

  • Google research showed that 61% of mobile web searches result in a phone call.
  • Ads with call extensions get around 7% higher conversions
  • And even when these smartphone users click through to the businesses website from the search page, a bit over half still call the business (finance, education, legal, auto, tech and local services industries).

What am I missing out on?

Businesses that optimize marketing based on accurate data have a competitive advantage. Marketers should ask themselves what the impact of ignoring inbound phone leads, the most valuable and fastest growing lead source will have on their marketing campaigns. As smartphone penetration rises and phone conversions continue to grow, businesses not using call tracking are not tracking their website accurately. Certain industries are missing up to 69% of conversions in their online analytics dashboards when they don’t track their phone calls.

If you do business over the phone talk to us today and find out how we can help.