How using a search query helps to increase conversion by 65%

The fact that the use of personalization has a positive effect on conversion is no longer a secret. You can use this method when working with contextual advertising, email newsletters, and more recently, to increase the number of phone calls to customers.

In our today's topic, we will talk about how personalizing a widget to order a callback can increase conversion by tens of percent.
')

Show what the client is looking for

Various studies have shown that the presence of a personal offer in the header of an advertisement or in the subject of an email significantly increases the CTR and the percentage of letters opened (open rate).

That is, if a person is looking for “urgent tailoring of a men's suit to order in Moscow”, then the advertisement that contains this key request works best:



There are several ways to use this approach, among them multi-landing, geo-targeting and multi-widgets for ordering a callback. Today we will take a closer look at the last option.

Give what you need and call back

Quite often, a phone call may turn out to be more preferable for a potential client to communicate - the consultant can quickly answer the questions that have arisen, which means that the person will not have to study the site in search of answers to them and waste time on it. Therefore, a call can be an extremely effective means of selling, if you know who to call.

In order to determine the most targeted of all site visitors, the use of engagement points is an excellent option. They are set based on the evaluation of 9 behavioral factors (we wrote about this in more detail in our past topic ).

If such visitors are at the most appropriate time for this (we also discussed the 4 most promising scenarios in the past material), then we can count on a two-digit conversion.

This result is good in itself, but it can still be improved by using information about the source of the transition and the key query that the client entered. For example, our Perezvoni.com widget can automatically change the text in the window of the callback offer, depending on what the user was looking for, before getting to the site.

For one of the tourism projects, this approach helped to achieve a 65% increase in conversion. At the site, at the same time, nothing has changed, the widget just appeared at the right time and was shown to the most promising visitors.



What is convenient, the managers of the company, who will communicate with the client, do not even have to call them themselves - all they have to do is to manage to answer incoming calls that the widget "organizes".

In addition, client managers can get all the information about him online - where the person came from, on what request, which pages he viewed, and what he became interested in. This helps to build a conversation correctly and offer the person exactly what he needs.

Conclusion

A phone call, coupled with new technological tools, can be of great benefit to the business. And if you still use personalization, the conversion can be increased by tens of percent in a matter of days, and the profit - at times.

That's all for today! Thank you for your attention, we will be happy to answer questions in the comments.