32 New Hacks To Get More

Phone Leads With AdWords & CRO

60 action packed pages of phone ringing magic
What’s In This Guide?

14 AdWords 
 14 Landing Page 
 4 Post Conversion

Tricks Hacks Stunts

+ a BONUS trick that no one uses

All designed to get your phone ringing, non-stop.

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 Okay, But What’s Specifically In This Guide?
Part 1 - AdWords Phone Hacks Part 2 - Landing Page Hacks

1. Spell Out The Phone Number 15. Phone Number Below CTA Form
2. Call Extensions & The Click-To-Call Setting 16. Incentivize The Call More Than Anything
3. Phone Numbers In Display URLs 17. Responsive Design
4. Phone Call Tracking 18. Switch Things Around
5. Identify Call-Driving Keywords & Trends 19. Area Code Specific Phone Numbers
6. The Call To Action Of Calling 20. Tap To Call Above The Fold
7. Retargeting Ads With Phone Numbers 21. Only Option Is To Call
8. AdWords Website Call Conversions 22. Let People Text You
9. Mobile Specific Ads 23. The Social Proof Call Queue
10. Target Mobile Devices More Aggressively 24. Make Your CTA Button Your Phone Number
11. Ad Schedule Around Your Availability 25. The Sticky Header/Menu/Nav Bar
12. Mobile App Targeting 26. Reinforcing Footers
13. The Smartphone Specific Ad Size 27. A Memorable Vanity Number
14. AdWords Call-Only Campaigns 28. Forcing The Call

Part 3 - Post Conversion Stunts The Bonus & The Deals

29. The Post Conversion Phone Number The Bonus Trick

30. The Countdown Timer The Invoca Deal + Amazon Gift Card
31. The Call Expectation 
 The Unbounce Deal
32. Upping The Sale

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Why You Need More Phone Leads
Are you one of the many, hard-working, lead
generating marketers who would rather have 50
phone leads than 100 form leads?
If so, it’s probably because it’s easier for you to seal
the deal over phone than it is over email. Preaching to
the choir right?
The good thing is that it’s been scientifically proven
that phone leads close at higher rates compared to
any other type of lead. Almost ten-fold actually.
With form leads, you run into the problem of getting
real visitors that leave fake contact info or have low
intent, and maybe that’s because they’re not 

ready for you.
Johnathan Dane
Founder of KlientBoost
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As more people are using their phones to search for
things online and the explosion of call analytics, it’s
now easier than ever to track and learn from your
phone calls.
But how do you go about generating more phone calls
with the same marketing budgets? It’s simple.
Your goal is to convince the visitor that they’ll get
more value from a phone call compared to the form
that’s on your landing page or site.
Get ready to learn some scary effective ideas to get
more phone leads. Ideas you can start using today. 



Let’s get to work!
5
Why Phone Leads Are Important
Let’s be honest. There’s a clear value discrepancy with
all the different lead types out there.
Phone calls VS. form leads VS. online chats VS.
bought leads, etc.
Do you buy a list from a lead aggregator who also sells
that list to 49 other companies, or do you get your
own exclusive leads?
One is cheaper and easier, while the other is more
expensive and harder. But are they the same quality
of leads? Heck no!
You know that there’s only one way to truly win the
lead game. Own your own leads.
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Even though you can never guarantee that your lead
is exclusive (the visitor could be comparison shopping
you and your competition), having a way to control
how you get your leads and how many you get, is
critical to your growth as a company.
You may have a sales team that handles your leads, or
maybe you still take care of them? 



But did you know that 70% of all mobile searchers will
call a business directly from the search results?
And if you don’t have a phone number present, 47% of
visitors will be more likely to go to your competitors?
6
Why Phone Leads Are Important (continued)
What’s even worse is that inbound form leads have
been shown to only get contacted 27% of the time!

At the same time, people who fill out forms vs. people
who call in are at different stages of the buying cycle.

People who fill out forms could be looking for more

information before they’re ready, while people who
call in are usually ready to pull the trigger and buy
today.

So it shouldn’t come as a surprise that phone leads are

300% more likely to close compared to form leads.
(Your chance of qualifying the lead also goes down 21x)

This is also the reason why small to medium

businesses name phone leads the most valuable type
of leads available.

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 Part 1
AdWords Phone Hacks
#1 - Spell Out The Phone Number

Back in April of 2013, Google decided to stop If you were relying heavily on being able to use your
allowing advertisers to use their phone numbers in number in the extended headline in the past, this
their ad copy. could be a new route for you.

Why? Because they knew people would sometimes It could look like the ad below:
dial the number directly from Google and not click on
the ad, resulting in lost revenue for them.

To combat this, we’ve seen multiple advertisers spell

out phone numbers in their PPC ads so that Google’s
automatic filter doesn’t prevent you from submitting
the ad for review.

(Obviously not the prettiest, but could work for you, especially with vanity numbers)

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#1 - Spell Out The Phone Number (continued)

You’d want to make sure your ad is in the top three

spots on Google to be able to have your headline
paired with your first description line. You accomplish
this by simply adding a period at the end of that first
description line.

But be careful!

Using your headline for a phone number like that

could also weaken your ad since you could use those
valuable character spaces to explain your unique
value propositions.

Play around with it and see how it changes your

phone lead volume and overall PPC performance.

And make sure you’re tracking with unique phone

numbers.

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#2 - Call Extensions & The Click-To-Call Setting

If you’re already using AdWords, there’s a good

chance you’re already using call extensions.

If you are, awesome. Keep using them and keep testing

them.

Call extensions are simply phone numbers you get to

showcase alongside your text ads on the Google
search engine results page (SERP).

They look like the screen shot on the right:

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#2 - Call Extensions & The Click-To-Call Setting (continued)

To use them with your ads, you’d want to go into your

Ad extensions tab within your Google AdWords
account and click on View: Call extensions in the drop
down.

Once there, you can add a new call extension and

decide whether or not you want to give the mobile
searcher the option to click on the headline or call
you, or only the option to call you.

We recommend testing out the latter to see how it

affects the volume of your phone leads as it also
forces the visitor to call if they want to get in touch
with you.

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#2 - Call Extensions & The Click-To-Call Setting (continued)

But don’t take our word for it. A study by Google back
in 2013 found that ads with call extensions saw an 8%
higher click through rate.

This is what your AdWords ads will look like on

mobile devices when you only allow the “Just the
phone number” option.

Both the headline and the call button become click to

call features where the visitor can’t see your page.

They can only click to call you.

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#3 - Phone Numbers In Display URLs

This idea plays off of spelling out the number in your
AdWords description line one.
If you use AdWords and/or Bing Ads, you can also
showcase your phone number in the display URL,
along with your call extension.
See what it looks like below:
Be aware that all ad space is critical to use to convey
value. Using phone numbers in your ad copy steals
away character space for other value promoting
sentences.
If you find that your CTR (click-through-rate) drops
because of using a phone number in the display URL,
be quick to switch back to specific keywords.

Giving up good CTR can negatively impact your

quality scores and drive your cost per clicks up.

(Don’t make the mistake of having two different numbers however)

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#4 - Phone Call Tracking

Did you know that the average small and medium If you’re using the same phone number for all your
business spends 46% of their marketing budget on marketing activities, then you’re just trying to grow
digital channels? your company through intuition and gut feelings.

That leaves 54% for other more traditional marketing “My sales people seemed busier when we launched
avenues. that YouTube campaign” can be a deadly sentence to
speak. You might as well be a HiPPO.
In a sense, the average SMB could be using seven
different marketing channels to drum up business.
But how do they track which channels are the most
effective?

Do you know how many phone conversions your

AdWords is generating? How about your SEO? Or
that sweet billboard you put up last month?

(Don’t worry about “science”, just go with it)

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#4 - Phone Call Tracking (continued)
Phone call tracking allows you to assign unique phone
numbers to the different marketing channels you’re
using, to then record, track, and measure the ROI
from them.
By using a phone call tracking system, you’re able to
quickly launch new marketing initiatives with
dedicated phone numbers that allow you to track the
performance.
Yea, it’s a pretty huge no-brainer and something you
should do.
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Now go beyond that.
Basic call tracking is a great way to track calls back to
their keyword. If you’re serious about maximizing call
volume, consider investing in advanced call tracking
or call intelligence tools.
With call intelligence you not only get keyword-level
tracking, you get user-level tracking so you can see
when keywords drive calls that ultimately drive
revenue.
This big-picture insight will help you make smarter
decisions with your budget, keyword bidding and
targeting strategy so you can get more of the calls you
actually want.
16
#5 - Identify Call-Driving Keywords & Trends
If you’re not already working with a call analytics
platform, start working with one asap.
Call intelligence companies like Invoca, help you see
which keywords you’re bidding on that result in
phone calls.
If you already know that you’d pay more per lead for a
phone lead compared to a form lead, then using these
keyword/call analytics can help you bid more
aggressively on keywords that produce the highest
call volume for you.
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This is especially fun to use as bidding more
aggressively on those call generating keywords can
also result in better ad placements, higher click-
through-rates, more visitors, and ultimately, more
phone leads.
You can also easily sync your call tracking stats with
your Google Analytics account and see the
conversion stats inside your AdWord account.
You can then see which keywords and ads are driving
you the most calls, and lower bids on the stuff that
doesn’t. Saving you money every month.
17
#5 - Identify Call-Driving Keywords & Trends (continued)

With advanced call intelligence solutions, you can Oh, and before we forget, you can also use call
capture key call data like callers’ geographic location, intelligence tools to measure the quality and
trends in day and time of calls, and call durations. outcomes of your calls.

You can even differentiate between new and repeat This way, you only increase your bids on keywords
calls and capture demographic data at the same time. that are actually driving worthwhile calls.

Use these insights to optimize and inform ad It’s like, the best time to be a marketer.
targeting and serving. Serve call-driving ads during
peak days and times for call volume. Ever.

Then schedule your best sales reps and closers

around those days and times.

You can even use mid modifiers to target people in the

regions most likely to call.

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#6 - The Call To Action Of Calling

When it comes to using PPC ads as the main driver of

new business, it’s super vital that your call to action
in the ad matches the call to action on the landing
page.

What you tell the person in the ad is what their

attention will focus on while on your landing page.

Are you being vague about the action you want them
to take? If so, you might as well send me the $5 you
just paid for your worthless ad click.

By taking the guesswork away and being clear from

the ad to the landing page, you stand a greater chance
of achieving a phone call instead of a form lead.
(Notice all the sitelinks being used as the call to action of “calling”)
Take the Orkin ad to the right as an example:

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 #6 - The Call To Action Of Calling (continued)

We clicked on the ad (sorry Orkin), and we were

transported to this “beauty” of a landing page:

Obviously Orkin wanted us to pick up the phone. 




Their ad told us to call four times, then their landing
page featured their phone number, in bright red, four
times, three of which were located in the header.

Then we noticed the insanely long form with no less

than eight required fields. 



Clearly, making a phone call was the best option for
taking action.

(Make your visitors call by having an obnoxiously long form)

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 #6 - The Call To Action Of Calling (continued)

By giving people the option to fill out a form, you

stand a great chance of not alienating a visitor if they
actually do want to do that instead of calling you.

So always test leaving the lead capture form while

you try to improve the call volume.

By the way, did you notice how the Orkin ad didn’t

have a call extension? 



Maybe they found better results without using one,
or maybe they just forgot it?

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 #7 - Retargeting Ads With Phone Numbers

You’ll almost always have more visitors who don’t
convert compared to people who do convert (we’ve
seen conversion rates higher than 50%, but it’s rare).
That means your audience for retargeting people who
didn’t convert will be enormously big. Which gives
plenty of opportunity to up your phone conversions
through phone number retargeting.
With retargeting, you’re allowed to use image ads
that aren't easily scanned by Google or other
retargeting vendors who would prefer you not to
have your phone number in your ads.
This means that you could literally designate a
specific phone number for your retargeting ads and
measure the phone calls directly from them.

What exactly is retargeting? 
 We’ve seen a 100 click/day AdWords account get an

 additional 2-3 calls/day from this idea alone.
It’s the practice of having your image and/or text ads
follow visitors around after they’ve left your landing
page.

(Your retargeting ads could look like this)

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#8 - AdWords Website Call Conversions

Sometimes your visitors need a little more convincing
to call you than what’s in your AdWords ad. 
 HTML code snippet to your site or landing page and
And that’s okay.
We’re all very visual when we determine and judge
who we want to do business with, so it makes perfect
sense that people would want to scope you out
before giving you a call.
If pulling the trigger on a call analytics solution seems
a little “too soon” for you, then Google has made it
pretty easy to now start tracking visitor phone calls
from your site or landing page that originated from
an AdWords click.
All you’ll need to do is add a simple JavaScript and
AdWords will dynamically insert a number to then
backtrack which keyword and ad were responsible for
that phone call.
You’ll have to create a new AdWords conversion code
within your account and make sure you set the source
to “Calls to a Google forwarding number on your
website”.
And then, voilá, you simply follow the next two steps
to add the codes to your site or landing page and
you’re in website call conversion heaven.

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#9 - Mobile Specific Ads

Mobile specific text ads have proven to increase CTR Another thing to know is that Google has slowly
when using them. And you know what that means. started removing certain lines of description line 2
from mobile ads as they’ve found ads with ad
Higher CTR, means more clicks, and more clicks mean extensions perform better when taking over.
more potential phone leads.
Just look at this Godiva ad:
Even though selecting a mobile preferred ad doesn’t
guarantee that the ad will only show up on mobile
searches, it helps you isolate and gives you the
opportunity to fine tune and improve your mobile
messaging.

(Queue the chocolate covered strawberry cravings)

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 #9 - Mobile Specific Ads (continued)

Notice how Godiva’s ad has been cut off. 




So make sure that you say the most important things,
early in your ad, so text doesn’t get cut off.

And when it comes to creating mobile ads. You may

be asking, how do you actually make them?



It’s actually very simple. Inside your ad creator within
the AdWords interface, all you have to do is click
inside the checkbox called “Device preference”.

That’s it.

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#10 - Target Mobile Devices More Aggressively
Take a look at your device metrics within your
AdWords account and see if it makes sense to
increase your mobile bid adjustments for higher
ranking on mobile devices (compare your conversion
costs to desktop).
To do so, simply go to the campaign (or entire
account) and click on the “Segment” drop down to
then click on “Device”.
AdWords will then show you a breakdown on how
Computers, Mobile devices, and Tablets compare in
regards to all the PPC metrics you care about.
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Since there are only two top spots for mobile ads on
Google.com, it can be wise to bid aggressively to make
sure you’re in a spot between one and two, and not
2.8 for example.
Once you see what average position your mobile ads
show up at, you can then go into your campaign
settings and increase or decrease your mobile bid
adjustment by up to 300%.
26
#11 - Ad Schedule Around Your Availability

This may sound like the most obvious thing in the
world.
But we can’t tell you how many times we’ve called a
business in which their main call to action was to
generate a phone call, and then land on their
voicemail.
Instead, go into your individual campaign settings and
scroll all the way to the bottom until you hit the
Advance settings portion.
Open that sucker up, and then tell Google what times
during the day you want your ads to show under the
Ad scheduling part.

If you invest your hard earned advertising dollars to It looks like the image below:
then showcase your ads around hours your not
available, then please consider not advertising 24/7.

As you already know, if a lead that isn’t talked to right

away, it may as well be dead. And the fact that you
have your calls go straight to voicemail, isn’t that
impressive.

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#12 - Mobile App Targeting

This strategy can be pretty fun, but also tricky since

you’re about to show ads to people who are
technically on the display network that don’t show
the same intent behind the keywords they use on the
search network (Google.com).

To go about this, you’ll want to create a new and

unique display network campaign dedicated only to
app targeting.

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#12 - Mobile App Targeting (continued)
Once you then create your text, image, or dynamic ad,
you get to target specific categories of apps from both
Apple App Store and Google Play, or individual apps
that fit your target audience.
When that’s done, you’ll want to create call
extensions for all your ads and then set it to the “Just
the phone number” feature that we discussed in
strategy #2 earlier (Call Extensions & The Click-To-
Call Setting).
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This will then force people to click-to-call only from
ads inside the mobile apps you’ve targeted.
We’ve found that promoting a 24/7 pre-recorded
message (similar to a voicemail) can work well since
the person about to call was not on the app looking
for your services to begin with. The pre-recorded
message is then less threatening than speaking to
another live human.
This then allows the visitor to leave the voicemail to
learn more if they’re interested in what you have to
offer.
29
#13 - The Smartphone Specific Ad Size
You may already be familiar with the ad sizes for
regular display network ads. But did you know there’s
a certain display ad size that is made only for mobile?
It’s the 320 x 50 ad slot that is usually featured at the
top of mobile pages, allowing for greater visibility and
higher click through rates compared to a regular
desktop site that may five ads on it at any given time.
The higher click through rates can be very significant
since you’re advertising on the display network.
Here’s what those ads can look like:
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But, before you go all gung-ho on this idea, be aware
that mobile app ads have been known to be “click
happy”.
Sometimes people will be in an app and then
accidentally click on the ads.
Google has fortunately changed some app ads to be
“2 tap necessary” so that a person has to tap again if
they want to learn more about you.
You’ll usually find that games are the category with
highest “click misfiring” rates. If that happens to you,
be quick to exclude games as an app category.
30
#14 - AdWords Call-Only Campaigns

This is pretty amazing. With call-only campaigns, you’re now able to exclude
desktop traffic altogether.
With call-only campaigns, you no longer have to pay
for desktop clicks. Something that hasn’t been possible with the
AdWords Enhanced Campaigns.
This means that the only way Google can charge you,
is if you actually get people clicking on your phone To create a Call Only campaign, simply start a new
number from a smart phone. campaign and select the radio button of “Call-only”.
Then follow the next steps to set it up to your liking.
Before, you had to create call extensions and set the
number to only allow phone calls and not clicks to
your landing page. But, it would still include desktop
traffic.

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 Part 2
Landing Page Hacks
#15 - Phone Number Below CTA Form

It’s easy to understand why you’d want your visitors
to focus on the conversion goal with colors that
contrast to the rest of your landing page.
As you have people’s eyes on your conversion goal, it’s
now time to give them the option to also call through
in case they don’t want to fill out your landing page
form.
When running the test of having a phone number
underneath your form button call to action, make
sure you know exactly what your conversion rates
were before you started.
You’ll want to see if your overall conversion rate (form
leads and phone calls) increases or if adding the
phone number damages the conversion rate.

Here you see that Merchant Fund Source, Quicken

Loans, and Vitamin T understand the power of a
phone call, and the great thing is, simply having your
phone number prominent has been shown to increase
trust for your visitors.

(The green button stands out and the phone number is right beneath it)

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#15 - Phone Number Below CTA Form (continued)

(Quicken Loans has a 3x phone number appearance)

(Injecting a little humor never hurt anyone)

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#16 - Incentivize The Call More Than Anything

A great way to get more phone leads is to
differentiate the value a visitor gets on your landing
page by calling vs filling out the form.
Small call-to-action (CTA) landing page changes that
you can add below your number could be:
Citibank does a great job on their mortgage landing
page giving people an incentive to call in (although
we’re not sure what the offer code does), with a
phone number color standing out compared to the
rest of the page.

“Get a live quote in less than 5 minutes!”

“Get your quote faster with a call”
“Phone quotes get a 10% discount. Call now!”

(Give your phone number a popping color and bigger font too)

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#17 - Responsive Design (like you haven’t heard that one before)

With more and more people being on their mobile
devices, it’s crucial you use responsive designs on
your landing pages or site, especially if your goal is
generate more phone leads.
If you didn’t already know, responsive design gives
your mobile visitors a cleaner and less cluttered look
when browsing your pages, making it easier for them
to convert. And depending on your design, you could
see a doubling in phone leads sooner than you think.
Think of the impact this could have on your phone call
volume.
By doing things responsive, you’ll only need to
manage one site/landing page, instead of three
(desktop, mobile, and tablet), which definitely makes
things easier for you as well.

The people over at Electric Pulp were able to increase

iPhone conversion rates by 65% and Android
conversion rates by a mighty 407% for O’Neill
Clothing.

(Those are some serious percentages)

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 #18 - Switch Things Around

Nearly all marketers and advertisers will promote This simple, and brilliant, shift in focus as well as some
their form first, and then their phone number as a other tweaks helped PlanetAmex.com increase their
second option. What if you switched that around? phone lead volume by over 48%.

By having your phone number as the prominent call

to action and your form second, you should be able to
see a lift in phone leads.

The example image to the right comes from

PlanetAmex.com, a travel service for American
Express customers. 



If you click on the button, it takes you to another page
with a form to capture your information, but still lets
you know that a phone call will you get you an
“Instant Quote!”

(Hide the form and see what happens)

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 #19 - Area Code Specific Phone Numbers

The idea here is to use multiple local area code phone Conversion rates more than doubled and the volume
numbers if you’re advertising across a larger of phone leads increased by 112.5%.
metropolitan area, or even nationally, to target
individual area code areas and use those local phone To make this happen, you’ll want to use a call
numbers as your call extensions and phone numbers analytics service to buy local area code phone
on landing page or site. numbers and route them to your receiving
number(s).
Engine Ready ran a test with toll free numbers and
local area code numbers to see the change in
conversion rates. 



The results were pretty remarkable.

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#20 - Tap To Call Above The Fold
Are you making the crucial mistake of having your
phone number be an image?
You may be preventing people from using their
smartphones click to call feature that automatically
scans a page for your phone number.
With quick answers and real time feedback being the
number 1 reason people prefer to call a business,
forcing your visitors to leave your site to then dial in
your number manually could be a killer of phone
leads.
String Automotive saw a 200% increase in phone
conversions by making sure the call to action of
calling was above the fold.
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Not sure how to make your phone number clickable?
Tommy Walker over at ConversionXL gave us this
nugget:
<a href=”tel:+1-800-888-8888″>Call
1-800-888-8888</a>
The “tel:” part is the number that will actually be
dialed. The “Call 1-800-888-8888” is what will
visually be shown to the visitor. You can also change
that to “Call us now!” or split test other incentives.
(Stats don’t lie. Making it easy to call is a given)
39
#21 - Only Option Is To Call

Have you ever tried removing all other forms of
contact, except for the phone number?
If you’ve done your homework and have your call to
actions in your ads be about the “act of calling” then
this could be a great strategy for you to try.
Although we have no specific stats on this exact
strategy, it’s clear to see how only giving a visitor one
option to contact you can be beneficial.
You could even let them know of an extra incentive
for calling like “Please call to get an exact quote”.

Remove your form completely and have your phone Notice how they allow you to text as well.
number displayed multiple times (header, front and
center, and in the footer) to drive more phone
conversions.

Your landing page could now look like this, without

the ability to scroll down:

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#22 - Let People Text You
With big companies like Amazon sending text updates
about your packages, Google on password resets, and
your dentist reminding you on how you haven’t been
there in three years - allowing your potential
customers to text you isn’t something completely
new.
Similar to how anonymous chats work, a text from a
website visitor allows them to get straight to the
point without the fear of talking to a sales person.
Once you’re texting with a prospect, it’s your job to
guide the conversation to a phone call.
Ask them about their pain points and what they’re
trying to accomplish.
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Then let them know you think you have a solution for
their specific problem and that it wouldn't take more
than five minutes to show.
Companies like CallFire, Trumpia, or EZTexting can
help you take it to the next level if your volume of
texts is high enough. And if you want start running
outbound text campaigns too.
Coca Cola is one of the first huge companies to make
a switch from voicemail to text transcripts.
This is just one example of how texting is getting more
and more mainstream.
41
 #23 - The Social Proof Call Queue

Have you ever been really desperate in trying to lose
weight and almost bought some miracle drug late at
night while eating your last donut?
Hopefully not. 



But if you’ve ever stumbled across weight loss landing
pages, you’ll notice there is a ton of social proof going
on. 
 visitors are already doing it.
What is social proof you ask?
In layman’s terms, social proof is like the testimonials
you see, business logos, or other factors that increase
credibility to your visitors so that they feel more at
ease doing business with you.
By letting your visitors know that other people are
currently talking to you over the phone you take away
part of the fear of calling you by showing that other
Here’s how some of these landing pages are doing it
with reviews:

(Would you jump off a bridge if we did? Social proof says so)

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#23 - The Social Proof Call Queue (continued)

The advertisers using these social proof rectangles
are adding them in the bottom right hand corner of
the landing page, so that when a visitor scrolls down,
they notice it.
Think of these little boxes as stamps of approvals by
previous and current visitors, similar to ecommerce
product reviews that help build trust before your
visitors are ready to take action.
We ran this idea as the only split test on a landing
page and saw a 23% increase in phone calls with a
97% confidence level. 



Our hypothesis behind this is that people will feel
more at ease if they know other people (just like
themselves) are talking to you on the phone.

A way to make this work for you is actually to tell

people on the landing page or site that there are “3
people ahead of you” underneath the phone numbers.

You may think that this will deter people from calling
since everyone hates waiting, but the opposite is
actually true.

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 #24 - Make Your CTA Button Your Phone Number

This is similar to idea #6, but instead of just displaying

phone numbers, use your CTA (call to action) button
as a place for your phone number instead of text (of
course, make it clickable).

By using the common best practices of conversion

rate optimization, you’ll want to remember to make
your button color a contrasting color compared to
your overall landing page or site. 



This will help make your CTA stand out, and by
making your button look like an actual button (3D
effect), you’ll get a lot more clicks that then result in
phone calls.

(Even MailChimp knows how much people love buttons)

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 #25 - The Sticky Header/Menu/Nav Bar

Have you ever been on a desktop or mobile page What does this mean to you? Give people what they
where you begin to scroll down and the header want and they’ll do what you want. 

follows you down? 

Giving you more calls.
This is called a “sticky header” that sticks with you as
you browse up or down. 



The idea behind this hack is to have your call to action
of calling in the header so that when a person scrolls
down, they’ll always have the option to call that’s only
a tap away.

Not only do sticky headers make things 22% quicker

for your visitors to navigate, but there is a resounding
love for them. There was a recent usability study
done that showed that 100% of people would prefer a
sticky header compared to a non-sticky one.

(Do everything you can to make things faster)

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#26 - Reinforcing Footers

A lot of awesome blogs use this to add value for a
reader in the form of a free guide that’s placed around
the footer area.
KISSmetrics, Unbounce, and the Buffer blog all do
this:
You can do the same thing with your landing pages
when it comes to driving phone leads.
If a visitor of your landing page has scrolled all the
way down, then you know there’s a great chance
they’re interested in what you’re doing.

Now’s your chance to give them an offer by calling in

that they can’t resist. What reinforcement or
additional value can you give your prospects so that
they pick up the phone and dial your number?

(Unbounce’s landing page course has some great insight on this)

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#27 - A Memorable Vanity Number

Vanity numbers are pretty old-school. And before the If you’re a small shop or even just a medium sized
internet, these puppies were considered one of the business, then having a vanity number might not be
greatest advertising ideas around. worth it for you.


The funny thing is, they still work. You’ll often find that lawyers shell out big money to
have an easy to remember number, but then forego
Compared to your competition, if you have vanity the option of tracking the sources of calls.
number that’s easy to remember, and they don’t, then
you stand a chance of increasing your conversion
rates by upwards of 60%.

But tread lightly.

With vanity numbers, you’re sometimes not able to

call track your different sources of traffic since to do
so, you’ll have to dynamically swap your vanity
number for a trackable one.

(Shocker: People remember things that are memorable)

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#28 - Forcing The Call
The Conversion Scientists had a very interesting
podcast on how they grew phone leads for one of
their clients.
They decided to change the current landing form
headline to be “Get Help By Calling Our Helpline”.
And below that, they had a short paragraph that read:
“It’s better if you call us and take real action right now. 

However, if something is truly preventing you from
calling, then fill out this form and we’ll get back to you
as soon as we can”
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Pretty lengthy and obnoxious right? Well, what
happened was pretty insane.
Not only did the phone leads increase by 16% with
statistical significance, but it didn’t lower the amount
of form leads either!
The same amount of form leads stayed the same, and
the client got an additional 16% more phone leads.
And this was their first stab at it! What could you do
with 16% more phone leads?
Close more deals! - Chyea!

(Like “yea”, but with more enthusiasm!)
48
 Part 3
Post Conversion Stunts
#29 - The Post Conversion Phone Number

These next stunts are for getting people who have
converted on your form, to call you before they go on
to your competition.
Did the visitor convert on your form instead of giving
you a call? Dang it!
A great way to lift your phone conversions is to let the
visitor know their quote or offer is ready, and that
they should call (800) 123-1234 to get it directly from
your confirmation/thank you page.
Take a look at the example below:

Fortunately for you, there’s a quick way to get them

on the phone, and it has to do with something called
post conversion psychology.

What you do after a visitor performs a lead form

conversion is almost just as critical as what you did to
get them to convert.

You know your deed isn’t done until you got the
visitor to pay, so why do so many marketers forget to
tell the visitor what will happen after they convert?

(Give people the incentive to call in, 


even if they’ve already converted)

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#29 - The Post Conversion Phone Number (continued)

Notice the clear bonus of a “faster response” that you Not only does this help with increasing phone leads,
can use by calling that number. but it also prevents your visitors from leaving your
landing page or site to go to a competitors page and
Some other ideas to increase phone conversions from convert there.
the thank you/confirmation page would be:
You can now get them on the phone and keep them
Your quote is ready!
 there with your mesmerizing voice.
Please call (888) 888-8888 to get it!

We’re almost out of stock!

Please call (888) 888-8888 to claim yours!

These rates won’t last forever!

Please call (888) 888-8888 to lock them in!

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#30 - The Countdown Timer

Have you ever heard of the term loss aversion?
Similar to the strategy before, the post conversion
countdown timer works in a way that promotes
urgency and the fear of losing out on something so
that the visitor is more likely to call you.
But not only does this help improve your phone
conversions, it also helps by taking your visitor off the
competitive market and pre-occupies them so that
they won’t go back to Google and get distracted.
You can have your designer create a simple five
minute countdown GIF that you then place on your
confirmation/thank you page.
We’ve heard from clients that some of their visitors
call in, almost stressed out thinking that they’ll lose
out on a certain offer from the landing page they were
just on.
This idea works.

Pretty valuable right?

(Post conversion example of a countdown GIF timer and a unique

trackable phone number)

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#31 - The Call Expectation

When people have filled out a form on your landing
page or site, it’s quite common you’ll notice a
confirmation page that says:
“Thanks! 
 you are, and the more you call, the more put-off they
We’ll be in touch shortly”
But how many times have you personally not
answered phone calls when you don’t know the
number that’s calling?
Funny and sad thing is that so many people quickly
move on to something else and get distracted.
The prospect then sees you calling, not knowing who
are by you, lessening your chance to get them talking
even more.
Do yourself the favor and let people know specifically
what happens after they convert on your form.

By letting the visitor, who just converted, know to Are you going to call them or send them a box of
expect a call from “213-329-1211 within the next 5 chocolates? How about both?
minutes” you stand to immediately improve your
chances of closing the deal, simply because they’re
now expecting your call.

And they know what number you’ll be calling from.

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#32 - Upping The Sale

Once you’ve gotten a person to convert through A perfect example of this could be if you’re a roofing
your form, you can increase your likelihood of company for example.
getting them on the phone by offering an additional
incentive or an even better offer if they call in. Your initial form call to action is “Get Your Free
Quote!”
It’s not often you see this, but when people use this
post conversion hack, you’ll notice that people often The “Up The Sale” tactic for your confirmation page
play off the initial offer in a greater way or offer would then be:
something that’s a cross-sell that the visitor would
also find valuable. “Call 415-201-9923 

Within the next 5 minutes and get $250 off your
But remember, your goal isn’t to have them inspection”
subscribe to a newsletter or like you on Facebook,
your goal is to get them to call you, so you can make
money.

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The BONUS TRICK - The Exit Popup

Have you ever left a page without buying or filling Not only that, but this specific exit popup also
out a form? Of course you have! increased monthly website revenue by 15%.

You bounced. And the advertiser who paid for you to So if you’re not looking up how to use exit popups by
visit is slowly chewing away on the 12th pencil of the now, then we can’t help you.
day, wondering what he can do to make you buy.
Luckily for you, you now have 32 ways to start
Enter, the exit popup. increasing phone leads and a brilliant way to track
everything with Invoca call tracking.
These bad boys have gotten a lot of flak lately. But
the crazy thing is that they actually make you money
(if done right).

So much money that one company experienced a

54% increase in phone leads.

(Too simple right?)

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Don’t Forget The Caller Experience

You’ve spent your valuable time, energy, and money Make sure calls are automatically routed to the right
getting your visitor to pick up the phone. location, call center, or sales rep.

Now’s not the time to lose them.
Invoca recommends using custom prompts and call
routing so the caller experience lines up with the
campaign and messaging that drove the call.
You can also filter your calls based on quality criteria
so you don’t tie up your resources with junk calls.
Who doesn’t like efficiency?

Have your ever called someone and threw your phone

at the wall out of shear frustration?


It happens to the best of us.

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Ready To Take Your Phone Leads

To The Next Level?

We’ll show you how it’s done

 Don’t just drive more calls - drive calls that deliver revenue.

Are you spending thousands on paid search? Are you serious about driving calls and
revenue? If so, then it's time to rise above basic call tracking. 



With Invoca for AdWords, you can analyze the quality and ROI of your call conversions,
to drive better calls that result in more revenue.

Speak with us now to see if Invoca is a fit for your needs. 


If it is, complete a demo within 14 days and you’ll get a 

free $50 Amazon gift card for your time.
 Build, publish & A/B test landing pages without I.T.
(Get your first 30 days free & 50% off the next 3 months)

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Landing Pages
- 8 Tips to Optimize Your CTA Buttons for Conversion
- 10 Call-to-Action Case Studies w/ Takeaways &
Examples from Real Button Tests
- 14 Brands That Increased Conversion Via Responsive
Design
- 98% Of Your Paid Ads Are A Colossal Waste of Money
[Videos]
- A/B Testing is DEAD! Ask a HiPPO Instead…
- Anatomy Of An Effective Mobile Landing Page
- Can We Put a Phone Number in Display Network Image
Ads?
- CASE STUDY: Toyota Dealer Boosts Call Traffic 54%
with Exit Popup
- Charge Up Your Phones With Call-Only Campaigns
- DialogTech And WiderFunnel Achieve a Lift in Phone
Call Conversions For Saint Jude Retreats
- Does A Phone Number On Your Site Increase
Conversions?
- Ecommerce Consumer Reviews: Why You Need Them
And How To Use Them
- Google Alters AdWords Rules To Ban Phone Numbers
In Ad Text…
- How to Enhance Mobile Pages to Increase Phone Leads
- How To Optimize Mobile Pages To Drive Phone Leads
- Increase Response Rates With 800 Vanity Numbers
- Joel Harvey & How To Get More Phone Calls For Your
Business
- Marvel Now Supports Fixed Header and Footers For
Mobile and Web Prototypes
- Mobile + Phone Calls = Higher Conversion Rates
- New Research Shows That 70% of Mobile Searchers
Call a Business Directly From Search Results
- Phone Calls: The New Currency of the Smartphone Era
- SMBs Spend An Average 46% Of Marketing Budget On
‘Digital’
- Sticky Menus Are Quicker To Navigate
- Ten Ways to Use Texting for Business
- The Role Of Click To Call In The Path To Purchase
- The Smart Marketer’s Landing Page Conversion Course
- Travel Agency Gets 48% More Phone Calls Each Day
After Conversion Optimization A/B Testing
- Unbounce Conversion Glossary - Contrast
- Use These Surprising Web Tactics to Get More Phone
Leads
- When An 800 Number May Work Against You
- Where’s the Best Place to Put Your CTA? [Case Study]
- Why Coca-Cola is Replacing Voicemail With Text
Messaging
- Why Companies Waste 71% Of Internet Leads
- Why We Care More About Losses Than Gains
- You Like Apples?