8 Ways To Improve Your Inbound Call Conversion Rate

Laura Caveney
16th February 2021

92% of all customer interactions happen over the phone. We walk you through 8 easy ways to improve your inbound call conversions so you can drive more conversions through the phone.

Google conducted a research and found that 70% of mobile searchers use click to call. That’s huge potential for businesses. But when you get an inbound call, how can you ensure that it converts into a sale?


Keep reading to learn 8 easy ways to improve your inbound call conversions.


The Power of Phone Calls

BIA/Kelsey says ‘phone calls are the new click’ and estimates that 73 billion calls will be made to businesses next year.

Phew, that’s A LOT of minutes…

When a lead contacts us at Ruler Analytics, we use our own software to tell our CRM how that person got in touch with us, whether it be over the phone or by filling out a form online.

We found out that those who called us converted into customers at 3x the rate of those who filled out a form online AND took an average of 3 days less – that’s 25% quicker!


The Great Disconnect

Despite these figures, there’s a disconnect between the actions of marketers. Some businesses don’t even display a phone number on their website.

Most don’t know which marketing campaigns are responsible for driving the growth of inbound phone calls.

And that’s completely fine if you’re trying to achieve:

But for those of us who don’t want to sabotage the success of our business, both encouraging and optimising inbound phone calls is a bucket of potential.

Whilst call tracking software like Ruler Analytics will help measure where your phone calls are coming from, it’s only when you begin putting tactics into place to increase your conversion rates that you’ll begin reaping the rewards.

With that in mind, here are a few simple tips which we found helped improve our growth – which you can easily try yourself.

By implementing these steps into your marketing strategy you too can help encourage website visitors to make that all important phone call to your business.


8 Ways to Improve Inbound Call Conversions

1. Use Phone Call Tracking

There are businesses out there who haven’t opted into call tracking yet.

Without call tracking how do you know how many call leads your PPC campaign generated last month? Or more importantly the return on investment?

You guessed it, you don’t.

Some marketers are still measuring the performance of their marketing based on metrics such as visits and page views.

Now, that’s not a bad thing. It’s a good start if nothing else. However, there’s a good chance that your measurements are way off. Realistically, these types of metrics mean nothing when it comes to driving revenue.

With call tracking, you can assign a unique phone number to a particular marketing channel.

This allows you to track and record the number of calls generated from a specific channel.

It provides you with instant access to the overall performance of a particular marketing source and allows you to calculate a more definite ROI.

The bottom line is… Call tracking is a key element if you want to profitably grow your business.



2. Show That You’re Available

Display the times that your call handlers are available, or even better, have an availability icon next to your phone number to overcome any objections one may have about calling the number.

Bonus points if it’s green and flashes.



3. Give a Callback Request Option

People don’t call your business just because there’s a phone number visible, they call your business because they prefer a more personable experience.

Who can blame them? Businesspeople receive and send an average of 115 emails a day. And the vast majority of them are perceived as spam.

9 Ways To Improve Your Inbound Call Conversion Rate - www.ruleranalytics.com



Allowing individuals access to request a call back is a win-win situation for both parties.

Not only can your visitors gain a personalised experience over the phone, but it also gives you time to understand the pain points your lead is facing. This will allow you to deliver a really personalised response which should help you drive more conversions.



4. Make your CTA a Phone Number

This can have a significant influence on your conversion rate if you can segment and deliver a different webpage to mobile and desktop users.

Making your main call-to-action a phone number means it is the main focal point of your website.

Click to call is undeniably more popular for mobile users, however, the jury is still out for desktop, so it’s better to test how your audience responds to it.

Bonus points if you can make your CTA:



5. Include the Number in a Site-Wide Sticky Header

You’re probably familiar with the sticky header. It’s a header that sticks to the top of your web page, even when you scroll down.

It’s a great way to highlight key information (such as a phone number), so that your visitors have everything they need whenever they decide to convert.


6. Display Local Phone Numbers

People like things they’re familiar with. It’s the same psychological phenomenon that is so powerful it even makes some prisoners miss prison.

You don’t take our word for it? The results of this experiment speak for themselves.

9 Ways To Improve Your Inbound Call Conversion Rate - www.ruleranalytics.com



A local phone number will also make your business seem more trustworthy. When you serve up a generic 0800 number the visitor will assume that they’re in for one of the most frustrating experiences ever.

A local phone number signifies that your business operates locally. Now more than ever, that means a lot to consumers.


7 and 8. Enable Call-Only Ads in Google and Facebook click-to-call Ads

Until now, all of the suggestions we’ve made have been focussed on the landing page, but that’s not the only place you can display numbers.


9 Ways To Improve Your Inbound Call Conversion Rate - www.ruleranalytics.com


If you’re a business on the internet, there’s a good chance you’re using Google Ads or social ads. But did you know that you can choose call-only ads on both platforms?

Enabling them is easy. Check out our guide to Facebook click-to-call ads to get started. And don’t forget our guide to Google’s call-only ads too.




And there you have it! Eight easy ways to start driving more inbound calls, and improve your conversion rate while you’re at it.

Not sure what to do next? Learn more about call tracking, or, if you want to dive in, book a demo with our team. We’ll show you how Ruler can track each and every call.

Book a demo Ruler Analytics