This trial provided a wealth of data that sheds new light on how consumers are using online information prior to calling physical stores. This should be of great interest to any marketer seeking to understand how best to use online channels to drive offline sales and enquires.
Local Information is Key
The data suggest that local calls direct-to-store account for approximately 80% of all call leads that Beaurepaires receive nationwide, a far higher proportion than had been expected. This appears to show tyre buyers’ distinct preference for accurate local information online, particularly when they are in a desktop environment. When they are on the mobile website, however, this trend is reversed. Over 95% of all calls from the mobile website were to the national call centre with the store locator functionality used far less than on the desktop website. While 3G connection speeds and mobile website navigability are important factors, the data suggests consumers find speed-to-action and ease of use most important when using mobile phones to find and contact local outlets.
Mobile Click-to-Call Convenience
Smartphones are uniquely placed to narrow the gap between a consumer’s intent (such as a search query) and an actual action (for instance clicking-to-call). More than a quarter of all call leads came via mobile channels. Of these half were from Click-to-Call mobile search ads.
Paid Versus Free
The trial also highlighted that in digital both paid media and free search listings play important and complimentary roles in driving sales leads (see chart opposite). 50% of all tracked calls came via paid media, namely desktop and mobile search as well as Admob mobile display banner ads. Free organic search listings provided 31% of all tracked calls and nearly half of these calls were made direct from a Google Places listing without the caller ever clicking through to the Beaurepaires website. The remaining ‘Other’ category consists of all other calls made to the national call centre or to the ten Sydney Metro stores via the Beaurepaires website and includes all referrals from non-Google websites.
“The data collected by the call-tracking trial showed us how successful each of our digital marketing channels were at engaging with our customers. It showed us how we can enhance these relationships whilst improving ROI of our online resources,” said Jaime Hardley, Beaurepaires National Marketing Manager