As digital marketers, we’re always looking for ways to optimize our campaigns and improve our ROI. But sometimes, we can be our own worst enemies. They are one of those things that can seem like a good idea at the time but can end up doing more harm than good. In this blog post, we’ll explore the dark side of call conversions and how they can ruin your digital marketing ROI.
What are conversions?
A call conversion is a phone call made to a business that originates from a click on an online ad. Call conversions can be measured in some ways, including by tracking the source of the phone number, using call tracking software, or asking customers how they heard about the business.
They are generally seen as a positive thing by businesses, as they indicate that customers are responding to their online advertising. However, It can also have a dark side, which is what this blog post will explore.
How do calling conversions ruin your ROI?
It can negatively impact your digital marketing ROI in a lot of ways. They can lead to decreases in organic traffic, click-through rates, conversion rates, and ROI. Also, It can damage your brand reputation and cause customers to lose trust in your company.
One of the primary ways that conversions can ruin your ROI is by causing a decrease in organic traffic. When customers see a phone number on your website, they may assume that they will be speaking to a sales representative who will try to pressure them into buying something. This can cause customers to leave your website before they even have a chance to learn more about your product or service.
Additionally, customers who do call your company may hang up as soon as they realize they are speaking to a sales representative. This wasted time can cost you valuable leads and sales.
Another way that calls conversion can damage your ROI is by reducing click-through rates. Customers who see a phone number on your website may be less likely to click through to learn more about your product or service. They may also be less likely to click on ads or links that take them to other parts of your website. As a result, you may see a decrease in the overall number of visitors to your website, as well as a decrease in the amount of time that visitors spend on your site.
Additionally, calls conversion can also lead to lower conversion rates. If customers are turned off by the idea of speaking to a sales representative, they may be less likely to convert into paying customers. As a result, you may see fewer sales and lower profits.
Finally, calls conversions can also damage your brand reputation and cause customers to lose trust in your company. If customers have bad experiences with call center representatives, they may spread negative word-of-mouth about your company. This could lead potential customers to choose other businesses over yours, resulting in lost sales and revenue.
If you’re noticing decreases in organic traffic, click-through rates, conversion rates, or ROI, it’s important to consider whether calling conversions might be to blame. There are several alternatives to calling conversions that you can use instead which won’t damage your business’ reputation or bottom line. For example, you could provide an online chat option on your website instead of using a phone number. You could also use an email address or contact form for customer inquiries instead of directing them to call you. By making these simple changes, you can avoid the negative impact of calling conversions and improve your digital marketing ROI.
What are the alternatives?
As digital marketing campaigns increasingly rely on call conversions to measure success, it’s important to be aware of the potential drawbacks of this practice. While conversions can provide valuable insights, they can also lead to a lot of negative consequences, including decreased organic traffic, click-through rates, conversion rates, and ROI.
There are a lot of alternatives to calling conversions that can be used to measure the success of a digital marketing campaign. Form submissions, phone number clicks, scheduled appointments, and e-commerce sales can all be used as alternatives to calling conversions. Additionally, tips on how to fix the damage that calls conversions can cause are provided.
How can you fix the damage?
Calling conversions can cause a lot of damage to your digital marketing ROI, but there are ways to fix it.
One way to fix the damage caused is to use call tracking software. This software will allow you to see which keywords are driving calls. You can then use this information to make changes to your website and digital marketing campaigns.
Another way to fix the damage caused is to use call tracking to measure the quality of leads. This information can help you determine which leads are worth pursuing and which ones are not.
Finally, you can use call recording to listen to calls and see how your agents are handling them. This will help you identify any training needs that your agents may have.
By taking these steps, you can fix the damage caused and improve your digital marketing ROI.
What should you do moving forward to avoid calling conversions ruining your ROI?
As digital marketers, it’s important to be aware of the potential drawbacks and how they can impact your ROI.
Here are some things you can do to avoid calls conversions from ruining your digital marketing ROI:
- Provide an online chat option on your website: Online chat is a great alternative to conversions because it allows customers to get their questions answered in real-time without having to pick up the phone. Additionally, online chat provides an opportunity for you to upsell or cross-sell products and services.
- Use an email address or contact form for customer inquiries: Another way to avoid conversions is to use an email address or contact form for customer inquiries instead of a phone number. This will allow customers to get in touch with you without having to make a phone call.
- Measure the quality of leads: When you’re measuring the success of your digital marketing campaigns, it’s important to focus on the quality of leads, rather than the number of calls. This will help you avoid wasting time and resources on low-quality leads.
- Record calls: Recording calls can help you identify areas where your agents need improvement. Additionally, recording calls can be used as evidence if there are any disputes about the content of a conversation.
As the article’s title suggests, this section will provide a summary of the main points covered in the blog post. It will highlight what the reader will gain from reading the blog post, and how to call conversions can negatively impact digital marketing ROI. The summary will be no more than 3-5 sentences long and will help the reader to understand the key points of the article.
The article discusses how conversions can cause a decrease in organic traffic, click-through rates, conversion rates, and ROI. It offers alternatives to conversions and provides tips on how to fix the damage that they can cause. The article also highlights how conversions can damage your brand reputation and cause customers to lose trust in your company. You can avoid the negative impacts of conversions by providing an online chat option on your website or using an email address or contact form for customer inquiries instead of a phone number.
By following the tips outlined in the article, you can avoid calling conversions from ruining your digital marketing ROI. Providing an online chat option on your website, using an email address or contact form for customer inquiries, and measuring the quality of leads are all effective ways to reduce the negative impact.
