Ifbyphone has released new industry benchmarks showing to what extent different industries capture phone leads from their websites (“call-based conversion rate”). To obtain the data, the company used its SourceTrak technology – which logs page visits for every instance in which a dynamic number is inserted on a business’ webpage, and then tracks calls originating from those pages. Home services companies had by far the highest conversion rate, of 11.7%, while e-commerce businesses had the lowest, at just 0.2%.
As the researchers note, many of the results follow logic, at least in relative terms. For instance, food services (1.1% conversion rate) customers may have less of a need to engage by phone, as they have more ability to find information on a website. By contrast, home services customers may be less able to obtain or complete the necessary transactions online. By that rationale, it’s not surprising that e-commerce companies have such a low conversion rate. Read the rest at MarketingCharts.