Case Study: Phone Call Tracking a Dental Website

ANN ARBOR, Mich. - July 29, 2015 - PRLog -- The ultimate product of online marketing efforts are leads. Traffic and rankings are nice, but calls and emails are what drive more customers from websites. This article shows how call tracking can help optimize your marketing budget to maximize leads and minimize overall cost.

The case study from Website Optimization reveals:

* How phone call tracking works
* How to set up phone call tracking
* How Google AdWords call tracking works
* Tracking website contact for leads that come in via email
* Cost per Lead from Organic Search Engine Rankings, PPC, etc.
* Cost per Call from Organic Search Engine Rankings, PPC, etc.

Some highlights of this study are as follows:

* A PPC lead costs about 14 times as much as a natural lead
* A PPC call costs 8.8 times as much as a natural call
* Onsite, a natural visitor is 6.2 times more likely to call than a PPC visitor
* Organic visitors are more engaged: - they stay 2.4 times as long, email 4.4 times more often, and view 1.5X more pages than PPC visitors. Organic visitors also go deeper into the site than PPC visitors.
* 90% of the PPC ad calls are from smartphones (about 10% from computers [laptops/desktops])
* Mobile first: 65.2% of the visitors are on a mobile device, and 66% of email leads are from mobile
* Direct visitors account for 55% of onsite leads (last action), and social visitors 5%

Recommendations:

* Shift PPC budget to natural (more cost effective)
* Tilt remaining PPC budget to mobile ads (say 75% mobile smartphones/25% desktop computers)
* Categorize smile gallery, blog, and testimonials to give more service-specific pages to index.

Conclusion:

Based on this lead tracking data, it is clear that organic advertising is more efficient than PPC advertising at generating leads. In fact, in this case a PPC lead cost about 14 times more than a natural lead. Dr. Cirka could actually spend less money and get more leads by shifting some of his PPC budget to natural, and shifting his remaining PPC budget to mobile ads.
Click here for full article with data, graphs and more:
http://www.websiteoptimization.com/speed/tweak/call-track...

About Website Optimization:

Website Optimization provides services and techniques to improve web site performance: boosting search engine visibility for more traffic, increasing conversion rates to maximize leads and profits, revving up site speed to retain users. http://www.websiteoptimization.com/