There is a lot of talk about how to best increase your click-through rates and your bottom line.. SEO experts claim that focusing on driving traffic is the best method. Creatives believe that it’s about the design, easy navigation, and the user experience. Neither are incorrect, however, there is one key missing piece to the puzzle…

One powerful metric that lacks attention is the number of visitors who land on your contact page but does not take an action, such as request, fill out a form or inquiry, or call you.

However, the team at Earn More Do Less has discovered the power behind this metric and has taken a deep dive to isolate and analyze it to further help clients with their marketing efforts.

Isolating the Contact Page Inaction Metric

So, how do you find this data? Gathering accurate data related to this metric requires three tools:

1. Google Analytics

Installing Google Analytics is only the first step. The next step is to ensure that it is aggregating data properly. Do not be fooled by “vanity metrics” or data that shows relatively meaningless click rates from “click bait”. These results can trick companies into thinking they are effectively increasing site traffic when users on the other end don’t have any real interest in their products or services.

2. Phone call tracking

Many marketing agencies only track phone calls made directly from ads that show up in users’ Google searches. This is known as a “call extension”. But, what about all the other avenues that users can visit that could lead to a phone call?

These avenues aren’t necessarily included in this data and can even skew data. Some examples of these avenues include:

Visitors who first click on your ad and visit your website before navigating to your contact page.

Visitors who arrive at your site organically (not through a Google ad search).

Visitors who arrive at your site from social media, blogs or review sites.

Visitors who type in your website address directly from marketing materials shared through an email inbox.

Visitors who are already familiar with your site URL and type it directly into their browser’s search bar.

If you do not track every phone call back to its source, you cannot get an accurate representation of your true cost-per-lead, per channel.

3. Heat Mapping

The ability to see how a visitor found your site, where they moved their mouse and clicked their cursor, and what pages they visited provides valuable information to companies. In essence, this information allows businesses to better understand what makes users take action, how conversions happen, and what they can do to further optimize the user experience on their website to boost marketing and sales conversion rates.

Which of your site’s features are performing well and which could use a face-lift? Leveraging this information allows you to optimize your web infrastructure and to ultimately increase your conversion rates over time.

What Makes Customers “Click”

Our team has been able to leverage and share this metric with our clients so they can better understand what makes their customers “click” (literally). Recently our team worked with a client who had a Facebook visitor land on their site. The visitor spent just under 5 minutes on the site before calling our client’s contact number, but declined to leave a message.

Rather than labeling this action as another missed opportunity, our team sent a heat map video to the client so they could see exactly what the visitor did during their time on the site.

With this information in hand, the client called the visitor back. The client was able to understand what the visitor was interested in so they could better assist her in finding what she needed.

Through this process, we have found that leveraging heat mapping capabilities allows companies to better serve their customers by providing individualized assistance.

Don’t Turn a Blind Eye on Your Clientele

Personalization is currently one of the biggest selling points for customers in any market. Choosing to remain in the dark about what your potential customers are searching for should no longer be considered “best practice”. Today’s customers expect companies to understand their needs without them necessarily having to verbalize it.

If you’d like to learn more about how consumers navigate through your site and how many of them are reaching your contact page without taking action, contact our team today. We’d be more than happy to film one of our world-famous analytics intelligence videos so you can see how consumers use and react to your site, and how many opportunities you may be missing.

Cheers to seeing the light!