Increase Conversion With A Widget: Growth Hacking Phone Calls


    Currently, there are a huge number of analytics and optimization tools for interactions with potential customers. Business representatives are trying to maximize profits with their help, but in the pursuit of technology often forget about time-tested offline tools.

    At the same time, the combination of analytics capabilities that the Internet provides and the methods of communication familiar to a large number of users, such as a phone call, can bring very good results in increasing conversions.

    Why call in the 21st century

    It would seem that there is e-mail, online consultants and various forms of communication on sites - why in this situation communicate with potential customers by voice? The problem is that these instant communication methods are far from being so fast - for example, according to research, email is one of the slowest tools for communicating with clients.

    A phone call is much faster, and in a large number of situations it is much more convenient than electronic correspondence. And this tool can be extremely effective, you just need to know who and when to call.

    Understanding Who to Call: Engagement Points

    The technological capabilities of data collection and their analytics should be used just in order to determine which of the site visitors should be invited to talk by phone.

    Obviously, such an offer will not be interesting to everyone - in order to determine the users who most “deserve” the call, you can apply the scheme with the calculation of “engagement points”. This indicator is used to understand how much the user is interested in the content of the site, you should analyze its behavior on the page.

    The concept of engagement also depends on the type of page - in the case of a landing, engagement will be the higher, the more the user scrolled this page. If we are talking about an information site with a large number of pages, then in this case, to measure engagement, it is worth considering clicks, visit time, etc.

    In the course of work on the widget for organizing calls , we analyzed a large number of user actions that affect engagement and identified nine of the most important ones.


    As mentioned above, for the landing page, the fact that the visitor “twisted” it to the end significantly increases the likelihood of a successful conversion. Equally important is the fact of activity on the page for more than 60 seconds. Together with scrolling to the very bottom of the page, this is one of the most strongly influencing conversion factors.

    It positively affects the conversion and implementation of transitions to other pages of the site, as well (activity on the site is longer than the average visit time).

    In addition, one should take into account (in descending order of importance) a visit to more than three pages of the site, the intensity of mouse movement, as well as the general correspondence of the behavior model on the site to that demonstrated by customers.

    In some cases, the greatest impact on the conversion can have a visit to a specific page - for example, everyone who is in the checkout basket can be considered extremely important users who should be shown a widget with a call offer.

    You can calculate the engagement points in real time (and you can check it yourself): the figure below shows the Chrome browser developer console, which shows how the Perezvoni widget analyzes user actions on the page:


    What else to consider: behavior scenarios

    In addition to determining the involvement of users, an important role is played by the fact under which conditions this person generally got to the site. Four scenarios can be identified here, in which it makes sense to try to offer the visitor a phone call to answer his possible questions.

    “Catching at the entrance”

    If a visitor first appeared on the site, but came by a targeted request that contains words like “buy” or got to the page by directly typing its address in the browser bar, then such a user should be considered “hot”.

    If such a person is quite active on the site (does not fall into the threshold of the “bounce rate” and scores the required number of engagement points), then he can be offered a call - if in this case you’ll use the search query that leads the person to the site (you can substitute him automatically) , this greatly improves conversion. For example, in the field of travel sites, this approach has increased conversion by 65%:


    Work with someone who is looking for a long time

    If the user didn’t come to the site using a “hot” keyword, but after staying on the page for a while, scored the required number of points for actions (scrolling, clicks, mouse movement), then it can be attributed to the category of people who have been searching for the necessary information for a long time. Such a user can be offered a call in order to clarify possible issues.

    Below is the statistics of one of the online furniture stores - this company shows a widget with a call offer to users who are looking for information on the site for a long time. The conversion is kept at a good level:


    “Fishing at the exit”

    When the user spent a certain time on the site (higher than the threshold for the “bounce rate”) and did not perform the target action and only then decided to leave it, it’s logical to try to keep it, showing an offer to phone to discuss issues or clarify incomprehensible moments. Such a client is almost lost anyway, so even if you manage to save a few percent of the conversion, it's already good.

    In the segment of real estate sites, a good result was achieved by a company showing a widget with a call offer to outgoing users. Message with text like “Didn't find the option you want? Let us call you back in 28 seconds and pick up 5-6 apartment options for any budget! ”Showed a conversion of more than 11%:


    Work with returning users

    Cookie technology makes it easy to see if a user has been to a site before. If this is not his first visit, then such a person should clearly concentrate more efforts and try to sell him something. This can be done, for example, by showing a welcome message with a call from the company to save time (here it is important not to annoy people and not show the offer to those who have already seen it on a previous visit).


    The combination of the "good old" methods of business communication such as phone calls with technological tools for collecting and analyzing data, can significantly increase the conversion of the site. Depending on the business segment, conversion from advertising sources using this approach can be raised by 60-70%, which will bring a significant increase in profits.


    In the following publications, we will touch on the topic of growth hacking in more detail and explain some methods of increasing conversion using practical examples of real cases.

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