8 Ways To Improve Your Inbound Call Conversion Rate

Laura Caveney
1st July 2022

Improving your call conversion rate is a great way for sales teams to drive more success through inbound leads. 

Sales teams in many businesses have to deal with inbound leads via phone call. Some common industries could include legal, financial and professional services. 

92% of all customer interactions happen over the phone.

And we found that 50% of marketers use phone calls as a conversion type. But, a massive 62% of those marketers struggle to track these conversions. 

In this blog, we’ll go through: 

Let’s get started. 

What are inbound call conversions?

Put simply, an inbound call conversion is when a user phones your business and converts into a customer.

But sometimes it’s not that simple.

A user might call your business and arrange a further call. Or, they might take three more marketing touchpoints before they finally close.

Marketers have always struggled with lead tracking.

Users converting isn’t linear.

They could bounce around your content from lots of different sources. And the issue you have is that your data is completely disconnected.

That makes it hard for you to track your marketing ROI and prove the work you’re doing is making an impact.

Tracking your inbound calls and connecting them to wider customer journeys is vital to better understanding the role calls play in driving customer journeys.

💡Pro Tip

You can connect your marketing touchpoints and create full customer journeys that help you better understand the role channels and campaigns play in creating and closing leads.

Read the full guide to customer journey tracking.

Why it’s tricky to track inbound calls

Most marketers 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 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

Think of marketing and sales as a group of levers. By pulling a few levers, you can make a huge difference to your bottom line.

One example of a level is increasing your conversion rate.

Related: Complete conversion rate breakdown by industry and marketing source

Improving your call conversion rate isn’t hard.

In fact, we have 8 tips that can help you to improve your inbound call conversions.

They are:

Let’s go through them one by one.

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.

💡Pro Tip

Wondering how Ruler Analytics phone call tracking works? Read our guide to see how you can connect your calls to your marketing,

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 time 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.

Wrapping up

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.