6 Landing Page Hacks to Collect Phone Numbers and Convert Callers
The goal of a landing page is lead generation; we all know that. But, when it comes to asking for some details, people tend to err on the side of caution. After all, you don't want to decrease conversions by asking for information that the user feels uncomfortable providing.
Phone numbers are definitely an area that I see tons of people erring on the side of caution. I get it, collecting phone numbers seems daunting. I mean, you don't want the user to run away screaming when you ask for information.
Information hacking has created a dynamic shift in consumers want to provide information. Critical details such as phone numbers and street addresses are often the very last things people want to disclose.
Today, let's talk about some hacks you can use on your landing page that will ease the consumer into either providing you with their number or getting them to give your sales team a call. If you want to lead customers to your call team, but you don't want to scare away your leads, this guide is for you.
Lead Them to You
Any good landing page for a sales team should have a contact number, but simply throwing up a "Call us at 999-999-9999" isn't going to do the trick anymore.
Use some finesse, ease your user into the sales funnel, don't scream "Please Talk to Us!" into their ears.
Yes, I get it! Me preaching about personality isn't a stretch seeing as how I run a business built on authentic interaction; but, this isn't a sales pitch, we aren't talking dynamic conversational shifts here. You don't have to run your landing page through a professional copy company or anything, just make sure to add some personality to it.
Instead of "Call Us" try "Speak with a Professional today!" or even include some phonewords. If you were a vaping company something like "Contact our Vaping Specialists at 1-800-999-VAPE" would be great.
We love this example. Instead of saying "Call Us", the Spine Center opted for a more personal touch "Speak with a Care Coordinator today!." That simple switch creates a whole new feel. It says, "Hey, look, we are here for you; we know what you want."
Nerds on Call
It doesn't have to be a word change, something as simple as adding a phoneword can shift things up. 1-800-919-NERD displayed next to a picture of a cartoon "nerdish" character is great! It soothes you into the sales funnel; it doesn't throw you face first into it.
Options Options Options
Having multiple communication options on your landing page is ideal. If you operate in high touch sales, it becomes a necessity. If you need someone to hold the consumer's hand through the sales process (especially if your product has a high price point), then you need to offer options.
Chat, Call, SMS, Skype, there are tons of options to throw at the consumer. You don't have to have every single one, but having at least two is critical.
We are going to assume that Voxeo here has a high price point. Sure, the first thing that you see is the phone number on the screen, but below it, BAM! email and chat. Sure, they didn't throw in every contact type possible, but just having those three gives the consumer so many options. Maybe they aren't in the mood to talk, and they want to shoot an email over, that's great! You still have your lead, and you can move on to the nurturing process.
Click to Call
This one is simple. Please, please, change your numbers to click-to-call.
It makes the experience SO much smoother for your mobile audience. And, your mobile audience is something you should be hyper-focusing on.
Let's put your mobile audience in perspective for you.
- 57% of users say that they would not recommend a business with a poorly optimized mobile website.
- Smartphone conversion rates are up 64% over desktop.
- 61% of users aren't going to return to a website if it was optimized poorly (40% say they would head over to a competitor).
- Over 50% of total internet traffic is mobile.
You get the point right? Optimize for mobile. Click-to-call is just another step in the right direction. Google showed that 70% of users used click-to-call during their browsing experiences. That's not a small number guys.
Create a Space
Try combining fields in your form. Give the phone number area some breathing room. Combine the first name and last name field into one field. Let that phone number field feel spacey.
Forget the First Name field and Last Name field, try Full Name instead.
Your phone number form needs some room.
Plus, the fewer forms people have to fill out, the more likely they are to fill them out.
You would be surprised at the difference between 4 forms and 5 forms. People are far more likely to convert when they see fewer forms to fill out.
Don't Give Out Your URL
This mistake is so common that it's baffling. DO NOT include your URL on your landing page if you want to actually test your landing page conversion.
If you include the landing page people WILL visit your URL. If they visit your URL, they may still be following your information scent, but it's easier for them to get lost. Even if they end up converting (which is iffy), you will have no idea what brought about the conversion.
Remember, every marketing move needs data, losing out on data isn't good. I know you have heard that data is the modern oil; in the case of marketing that couldn't be truer.
Your A/B test gets thrown out the window when you plaster your URL on your landing page.
Consider Moving Your Number to the Second Step
Each step in your landing page is like a conversation. As customers move further down your tunnel, it's like you are both getting to know each other better.
A landing page is an introduction. It's the "hello" of marketing.
Asking for a phone number at "hello" is risky business. It's not the slide into your living room in your underwear kind; it's the lose a sale kind.
One way of navigating around this is to add the phone number form further down the line. MCLABS tried this in a test, and their conversion rate increased by 68%.
Just by moving the phone number to the second step in their conversion process, people immediately felt more comfortable giving away that information.
Remember, a landing page is for the customer who doesn't know you. You just met. You don't have to start berating them for information immediately. Start by just asking their name. Then, when they feel comfortable enough telling you that, ease them into giving you their number.
If you are looking for a human-driven sales strategy, schedule a demo with us.
To learn more about implementing this strategy, send me a note at jess(at)bitesize.co today.