Experiences Tracking Phone Call Conversions?

[JCCMoz]

Tracking conversions via phone call can be challenging. The Adwords phone ads only register a conversion if someone clicks on the phone number from their mobile phone. In many cases a landing page on a website has a lead/contact form AND a phone number displayed. The user calling that number would not be registered as a conversion unless you setup multiple virtual forwarding phone numbers for prominent keywords, ad groups and/or campaigns. This can be costly for smaller advertisers.

Has anyone done or know of any empirical data on the average percentage of leads generated via phone call versus online form on a landing page. I know it can vary from business type to business type (and the form layout itself will have a modest effect.) More specifically I'm interested in the professional business services industry such as Engineering, Surveying, Commercial Real Estate, Accounting, etc.

So for example if you conversion rate for online form submission on a landing page is 3%, and your phone number is prominently displayed, what would be a realistic ballpark estimate for the actual conversion rate including phone calls? 25% more? 50% more? Double? "Ballpark" is the keyword here.  Just seeing if anyone has measured this and what their results were.

[DmitriiK]

Howdy.

As you said, it will depend on the industry. But not only. It will depend on type of service/product you offer. Example: direct purchase of simple thing like a tshirt or mug or whatever, when people wouldn't have any questions, phone conversion will be really low, since the only people calling will be somewhat unqualified buyers.

Here is how we do it. So, on a landing page we have landing page specific phone number with tracking (use Twilio). And all sales are tracked in the admin. So, if someone calls, using this phone number, and makes a purchase, we have a logged time of that call and time of the purchase, placed by representative. All we have to do is match it. You can do it manually or with some script.

In terms of ballpark of conversion rate, it's typically 30% from landing page. Depending on the industry of course. So, that's average rate. Therefore if you know rate for the form, you'll be able to calculate avg conversion rate for calls.

Hope this makes sense