11

HOW TO DRIVE MORE PROGRAMMATIC AND SEARCH CONVERSIONS IN A MOBILE WORLD

BLAIR SYMES, DIALOGTECH

SEAN OLIVER, OPTIMIZELY

22

• The leader in call analytics and

automation software for enterprise

marketers and agencies

• Voice360™ platform works before,

during, and after the call -- with real-

time call tracking, scoring, routing,

recording, monitoring, and analytics

• Over 5,000 enterprise and agency

customers in over 35 industries

ABOUT DIALOGTECHThe combination of Some of our agency & enterprise customers

33

ABOUT OPTIMIZELY

• Optimizely is the world's leading

experience optimization platform,

providing A/B testing, targeting and

multichannel optimization for

websites and mobile apps.

• Optimizely meets the diverse needs of

more than 8,000 customers looking

to deliver connected experiences to

their audiences across channels.

• To date, those customers have

created and delivered more than 7

billion optimized visitor

experiences.

44

THE WORLD HAS GONE

MOBILE

55

74%Source: comScore, December 2014

U.S. SMARTPHONE PENETRATION

by end of 2015 in excess of 80%

66

Source: Flurry Analytics (2014)

MOBILE NOW BEATS TV

77

60%*40%

DIGITAL MEDIA TIME

*Apps claim majority of time (88%)

Source: comScore, Nielsen, September 2014

88

DISPLAY SPENDING IS GOING PROGRAMMATIC

45% of US display ad

spending was programmatic

in 2014 ($10 billion)

By 2016, 63% of all US

display spending will be

programmatic ($204 billion)

99

PROGRAMMATIC DISPLAY SPENDING IS GOING

MOBILE

• Mobile accounted for 44.1% of all US

programmatic display ad spending in

2014 ($4.44 billion)

• Mobile will surpass desktop in 2015 for

programmatic display spending -- and by

2016 will be 69% of all programmatic ad

expenditure ($14.1 billion)

Source: eMarketer, 2014

1010

MOBILE SEM: BY THE NUMBERS

Source: Merkle/RKG Q4 search spending report, January 2015

• 50% of all searches our on mobile

devices

• 40% of Google’s paid search clicks are

from mobile

• 30% of search spending is mobile

• 42% of organic search visits are from

mobile

1111

Source: comScore,15miles/Neustar Localeze Local Search Usage Study (2014)

MOBILE SEARCHERS BUY

1212

Source: xAd “path to purchase” study conducted by Nielsen (2014)

AND THAT PURCHASE IS MOSTLY OFFLINE

1313

MORE MOBILE SEARCHES = MORE INBOUND

PHONE CALLS

Source: BIA Kelsey

38 billioncalls to U.S. businesses from

mobile searches in 2014

73 billioncalls expected from mobile

search in 2018

1414

CLICK-TO-CALL VS WEB FORMS

VS

• Tapping on a click-to-call link is easier and faster than filling out a

web form on a smartphone

1515

PEOPLE CALL THROUGHOUT THE BUYER JOURNEY

Source: Google (2013)

1616

MORE CALLS IS GREAT NEWS FOR MARKETING &

SALES

Source: BIA/Kelsey

• 66% of sales

managers rate phone

leads as good or

excellent, more than

any other lead type

• Calls convert to

revenue 10x more

than web clicks

• It’s why U.S.

business spend $68

billion a year on ads

to drive calls

38.4% 38.7%26.1% 28.7%

19.2% 15.8%

28.0% 19.5%28.0% 15.0%

9.5% 9.7%

66.4%58.2%

54.1%

43.7%

28.7% 25.5%

0%

20%

40%

60%

Good Excellent

1717

TAKE ADVANTAGE OF CALL EXTENSIONS

• 70% of

searchers

call directly

from ads

• Ads with

call

extensions

see 8%

higher CTR

Source: Google, 2013

1818

CUSTOMIZING SEARCH CAMPAIGNS FOR LOCAL

1. Use CTA of call now and

include local number

2. Include local intent

search terms like like

“near me” and “in

Chicago”

3. Use call extensions

4. Use location extensions

40%-

50% of mobile

search have

local intent

1

2

3

4

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USE DISPLAY TO COMPLEMENT SEARCH

• 27% perform a search after viewing a

display ad

• Conversions jump 59% when users

conduct a search related to a display

ad

Source: Yahoo and Pretarget 2013

2020

Source: xAd mobile ad benchmarking study involving 12 national brands, 80 individual campaigns, over 200M impressions September, 2014

STUDY SAYS DON’T FOCUS SOLELY ON CLICK-

THROUGH RATES

• 40% of mobile display clicks are

accidental

• Running ads where they get high

clicks (ex: game apps) saw a 69%

decrease in secondary actions (calls,

direction lookups, and clicks for more

info)

• Display ads on navigation and

weather apps got 27% lower CTR but

secondary actions went up 219%

2121

TAKE ADVANTAGE OF HYPER-LOCAL TARGETING

• Target in-app mobile ads based on

the smartphone user’s GPS

coordinates

• Target users contextually by

• what they are near (school,

shopping mall, etc.)

• demographic info about their area

(ethnicity, education, age, etc.)

• census data (political leanings,

household incomes, etc.)

2222

OPTIMIZING MOBILE

WEBSITES

2323

OPTIMIZELY SLIDES

2424

• Mobile Websites

Reach and Acquisition

• Mobile Apps

Loyalty and Engagement

• At minimum, it’s important to have

a mobile website:

• Works cross-platform

• Lower technical investment

• Easier to modify / maintain

• Mobile apps help enable the following:

• Access your product / service offline

• Give your brand a presence on your users’ device

• Leverage push notifications, iBeacons, and other native functionality

MOBILE WEB VS. MOBILE APP

2525

• Responsive websites are more often

becoming the norm in mobile site

design.

• Some business still invest in separated

sites as they are easier to build.

• However, they have key drawbacks:

• Issues w/ sharing on social media

• Feature parity between channels

• More difficult to maintain

• Differences in device screen size

RESPONSIVE VS. SEPARATED PAGES

2626

One of the biggest mistakes a company can

make is to assume that the functionality on the

big screen will work on the little one.

WHY OPTIMIZE?

– Scott Ehly, Optimization and Usability Analyst at RentPath

2727

USE MOBILE-SPECIFIC UI ELEMENTS

2828

REMOVE DISTRACTIONS FROM CHECKOUT FUNNELS

vs.

2929

EMPHASIZE SECURITY

3030

Source: ConversionXL

A/B TEST: HAMBURGER NAVIGATION

3131

APARTMENTGUIDE.COM CASE STUDY

• Hypothesis:

• Adding “Spotlight Properties” to

search results will increase

revenue.

• Increase in revenue would

outweigh the expected loss in

customers.

• Result:

• Variation drove 1.6% increase

in customers.

• Meaningfully positive impact on

the bottom line.

3232

ATTRIBUTE CALLS & ROI

FROM SEARCH & DISPLAY

3333

CALL ATTRIBUTION SOFTWARE FOR EVERY CHANNEL

Social Media

Email & Direct Mail

SEO and PPC

Websites

TV & Radio

Content Display Ads

Print & Directories

3434

HOW CALL ATTRIBUTION WORKS FOR SEARCH

Unique trackable

numbers display

automatically on web

pages for each

searcher

Searcher #1

Searcher #2

#ContentCalls

Calls attributed to

keyword search,

PPC ad, search

engine, and

web page

3535

WORKS FOR CALLS RIGHT FROM THE SEARCH AD OR

WEBSITE

3636

HOW CALL ATTRIBUTION WORKS FOR

PROGRAMMATIC

3737

SEE HOW EACH MARKETING CHANNEL DRIVES

CALLS

3838

VIEW DETAILS ON EACH CALL FROM EVERY

CHANNEL

3939

TRACK WEBSITE CONTENT THAT LED TO EACH CALL

• See the web pages that bring in the most visitors who eventually call

• See the web pages that generate the most calls

4040

GET DETAILED ANALYTICS ON CALLS FROM EVERY

CHANNEL

4141

SEE WHERE CALLERS FROM MARKETING ARE

CALLING FROM

4242

INTEGRATE CALL DATA

WITH OTHER MARKETING

SOLUTIONS

4343

VIEW CALLS AND CLICKS TOGETHER IN GOOGLE

ANALYTICS

4444

INTEGRATE CALL DATA WITH BID MANAGEMENT

• Integrate keyword-level call tracking data with bid management

software

• Automatically allocate budget to keywords that drive calls – stop spend

on ones that don’t

4545

CRM INTEGRATION: TRACK CALLS THROUGH SALES

FUNNEL

• Integrate call data

and web data in

your CRM to follow

leads from content

through the

salescycle to

revenue.

• Prove ROI by

proving how every

marketing channel is

generating revenue.

4646

CONVERT MORE CALLERS

TO SALES BY

CONTROLLING THE CALL

EXPERIENCE

4747

NOT ALL CALLS ARE HIGH-QUALITY SALES LEADS

Source: BIA/Kelsey (2014)

Only 19% of inbound calls are

high-quality sales leads

4848

MARKETING CAN SEND CALLERS TO AN IVR FOR

QUALIFICATION

Interactive

Voice

Response

Enables a caller to interact with an

automated menu via telephone

keypad or voice recognition.

Your marketing

drives phone leads.

Callers sent to IVR

for qualification.

Qualified callers

connect with sales.

4949

ROUTE CALLS OPTIMALLY TO CLOSE MORE SALES

Ensure No Call Is Ever Missed

• Ring all sales agents or a subset simultaneously or sequentially

• Route to any sales agent’s phone: home, office, cell, softphone

Route Calls Automatically By:

• Caller’s location

• Keyword search or marketing source

• Your business hours

• Sales agents performance

• Answers from the IVR

Office

HomeCell Phone

Skype

5050

DIALOGTECH CUSTOMER SUCCESS STORY #2

Digital Agency Client

• World’s biggest HVAC manufacturer hired agency SQ1 to drive phone

leads to 50 local dealers in U.S. via paid search

5151

1. INTEGRATE CALL ANALYTICS WITH BID MANAGEMENT

• Sq1 integrated keyword-level call tracking data from search with bid

management software

• Able to automatically allocate budget to keywords that drive calls –

stop spend on ones that don’t

5252

2. CONTROL CALL QUALIFICATION & ROUTING

“Our search campaigns are filtering out the bad

calls and passing on the good to local locations.”

Paid search drives

phone calls

Callers sent to an

IVR asking them to

“press 1 to speak to

your local dealer”

Callers routed

automatically to

closest local dealer

5353

Digital Agency Client

> Increased phone leads for 50 local dealers by 75% while cutting cost

per lead by 65% in first 5 months

END RESULT

5454

• Visit dialogtech.com or

call 855-891-9782 to

request a demo of our

Voice360™ call

analytics and

automation platform

NEXT STEPS

Thank You!

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