Exclusive Report Findings: Must-Have Call Insights for Today's Marketer

Driving More Calls and Revenue from Email

Exclusive Report Findings: Must-have Call Insights for Today’s Marketer


Today’s Speakers:

Amber TiffanySr. Content Marketing Manager

Andrea MuellerPR Manager

@Invoca #Callintelligence

90%of consumers move between multiple devices to accomplish their goals.

We live in an omnichannel world.

You can’t do omnichannel without calls.

Of people switch devices during a single online activity

Complete a purchase offline following online search activity

Use the call button from a search ad

By 2019, businesses will get 162 billion customer calls from mobile


Consumers love to call.


Businesses love callers.

Higher Average OrdersHigher Conversion Rates



Research Methodology

Invoca analyzed millions of data points from 2015, all sourced through our proprietary call intelligence platform:

• 58 million phone calls• 40 different industries


Calls by Channel

In 2015, calls from mobile-specific channels accounted for 54% of all customer calls.

Mobile continues to be the top source for calls

Make it easy for customers to call from mobile – always include click-to-call buttons across your webpages and ads.


Top marketing channels driving calls

Mobile search is the #1 driver of inbound calls. Have you tested Google’s call-only campaigns yet?


Which channels drive the highest quality calls?

Newspapers, followed by Online Review Sites, are the top channels for call quality.

Online Channels Offline Channels



Key Caller Trends

You can optimize for better quality callers.

Increase in average call duration from 2014 to 2015. Marketers are getting better at generating quality calls.

Leverage call intelligence data points to determine ideal caller profiles and optimize campaign targeting: Demographic data like region, age,

income, etc. Purchase intent like keywords,

landing pages, offers that drove call

18%


When are people calling?

Mondays receive the most calls, Sundays receive the least.

55% of calls to businesses happen on Monday to Wednesday.

Average call volume by day


When are people calling?

On weekends, most calls occur between 12:00pm and 1:00pm

On weekdays, most calls occur between

11:00am and 12:00pm

Optimize your ad spend for the days and times when prospects are most likely to call.


How are people calling?

The majority of calls to businesses come from mobile devices, not landlines.

Make sure you’re optimizing your ad copy and spend to drive the right kinds of conversions.



Who’s Calling?

States with the highest call volume

Although it’s not a state, Washington, DC has the highest call volume per capita, with 415 calls per 1,000 people

Tracking caller location helps marketers create unique experiences based on where the caller lives.


Cities with the highest call volume

Knowing a caller’s city is especially important for local businesses and national companies with local agents or

store branches. @Invoca #Callintelligence

Who calls more?

Although women make up 51% of the population, men are more likely than women to call a business.

vs



Industry Breakout

Which industries drive the longest calls?

Computer ElectronicsHome Services

EducationAutomotive

Legal

InsuranceFinancial Services

TravelHealth & Wellness


Top Performing Channels for Home Services

Mobile is the primary driver of home services calls, with 43% coming from Google search ads along.


Top Performing Channels for Education

Major growth in mobile: education calls from mobile-specific channels increased 66% over 2014.


Top Performing Channels for Automotive

Offline calls are shrinking to make way for mobile: automotive calls from offline sources dropped 25% over 2014.


Top Performing Channels for Financial Services

Shifting to digital: financial services calls from offline channels also dropped from 2014, by 18%.



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