Display marketers must think beyond the display ad. If display ads are driving billions of calls to businesses, your landing pages should be optimized to drive both online and offline conversions. Why? How you design and test your landing pages will directly impact how they drive calls to your business.

In this new video we break down how to use call data to optimize your landing pages, which includes A/B testing tips.


Optimize your landing pages to drive calls. So at this point it’s been “the year of mobile” for the past three to four years. So most of our landing pages are optimized. Make sure that they’re also optimized to drive calls. Because, specifically if you have a long form fill or a lot of fields that we have to fill out on our mobile device, even if it is mobile-optimized it’s just much more taxing for a consumer to fill out all those forms than to just click on the call button. So make sure that you have clickable phone numbers in all of your listings and on your web forms and on your landing pages.

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And use the message “Call Now” on your landing pages so that, if the form is long and you’re finding your conversion rates are much lower than you’d like, test that Call Now” button to see if you can get that boost in your mobile conversion rates.

And then always A/B test. Always always A/B test your creative and A/B test your landing pages. Using tools like Optimizely you can actually set up different goals. You can set up goals to A/B test form conversions. You can also do that for phone calls.

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You want to make sure that you’re using and packing all of your call data into all of the tools you’re already using to optimize for conversions, because a call is a very prominent conversion on a mobile device and they’re only going to rise as more people use mobile to do their research, do their shopping, and finally convert over the phone.

Interested in learning more about how call attribution technology can be used to improve the performance of your display campaigns? Watch our webinar, The Mobile Display Revolution: How Click-to-Call is Driving Calls and Customers.