Last week we had one of the best webinars in our long history of great webinars. It pitted Jason Wells, CEO of LogMyCalls, against Tim Ash, CEO of SiteTuners. They argued mightily over whether calls or form fills were the better conversion method for organic search and PPC.
You should really watch this webinar. It was awesome.
The argument was epic, powerful, and sometimes comedic.
Here are a few of the key takeaways:
– Calls are more valuable for certain industries and BtoB
In consumer facing industries (home services, automotive, tire, hospitality, dental, medical) and in BtoB industries, calls are critically important. Marketers of these businesses indicate that calls are, by far, the most important and powerful lead they can receive.
Callers are 12x more likely to buy than those that fill out an online form.
For these industries calls are simply better.
– BUT calls are harder to drive
Calls might be better, but they are harder to drive. Because callers are lower in the sales funnel, they are naturally more challenging to generate.
– When marketers optimize their landing pages/website for clicks, they are likely also optimizing for calls (without even knowing it)
Tim revealed some incredible research that showed when landing pages were improved for form fills, the company also received more phone calls. A better landing page is a better landing page. Period.
– Mobile is ALL about calls
Mobile landing pages, mobile websites, mobile PPC and mobile organic search is ALL about phone calls. Clicks and form fills are simply secondary.
– Calls produce 3x more revenue than clicks
That’s kind of a big deal.
– Some industries just don’t care about calls
eCommerce, small ticket retail, and some other industries, just don’t care about calls.