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How many calls should you be getting?

An interesting conversation boiled up in our offices this week.  It’s the age-old question of how many calls a cosmetic practice should get in proportion to how many visits their web site gets over a given period of time.  It is one of the hardest statistics to nail down for many reasons.  Chief among them is that there is no...

An interesting conversation boiled up in our offices this week.  It’s the age-old question of how many calls a cosmetic practice should get in proportion to how many visits their web site gets over a given period of time.  It is one of the hardest statistics to nail down for many reasons.  Chief among them is that there is no real standard and, among informed opinions, the answers vary.

So, here are some facts that everyone will agree on:

• Generally, you should expect about anywhere from 12-17 calls for every email inquiry you receive from your web site.  This standard has held up for years.

• You can‘t measure incoming calls accurately if you are not using call tracking technology.  Asking people where they saw you is a highly faulty way of gathering information and it is never accurate.

• Web design does impact calls generated.

• Most paid search companies will tell you a 5% call-to-visit rate is average.

So, here is our take on this subject.

We did an analysis of our SEO clients where we had both Google Analytics and call tracking.  Among our clients with the highest web traffic, we saw roughly a 5% call-to-visit ratio, which is what paid search deems is an average rate.  5%.  That means for every 100 visits there are 5 calls and for every 1000 visits there are 50 calls.

For me, this validated several items.  A) Everyone needs to be tracking their incoming calls from their web site.  Tracking numbers are the least expensive service we offer and it keeps coming up that they are the most valuable tool in nearly all evaluations.  B) Paid search call stats are likely very close to organic stats. And C) This ratio is probably the key to determining exactly how competitive you are in the market on a day-to-day basis.

So, what does this mean to you?  It means that if you add a tracking phone number (which in August runs you only $40/month) and you watch your analytics, then compute your ratio, you get the answer of how effective your web site is.   Using these measurement tools, you can reduce the number of web variables you need to chase down to sheer volume of traffic.  This simplifies the entire process of marketing on the web.  However, most people fail to even get this started right because they do not have a tracking number.   Google Analytics is free.  Tracking numbers are only $40/month with us.  These two minimal additions can bring you within one step of completely understanding how to become more successful on the web.  It‘ like the old saying, “What is measured is managed.”   If you want to start measuring you incoming calls, email me at donald@dogstarmedia.com.  We can get you set up with a tracking telephone number or our SEO program right away.

Read more http://dogstarmedia.com/blog/entry/how-many-calls-should-you-be-getting.html

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