800-Prefix Beats out 888, 877 and 866 for Website Conversions
Search Marketing firm Engine Ready announced today the release of a ground-breaking industry study that tested the display of the four toll-free number prefixes (800, 888, 877, 866) on websites to determine which prefix had the highest likelihood of converting a visitor to a customer.
San Diego, CA (Vocus/PRWEB ) May 12, 2009 -- Search Marketing firm Engine Ready announced today the release of a ground-breaking industry study that tested the display of the four toll-free number prefixes (800, 888, 877, 866) on websites to determine which prefix had the highest likelihood of converting a visitor to a customer.
The test consisted of 18,100 website visitors that arrived on the site by clicking on a paid search ad in Google’s sponsored listings. The visits were split evenly among 4 distinct web pages, each page displaying a different toll free number. Other than the different phone numbers, the pages were identical. All visits were recorded during the 1st quarter of 2009.
Utilizing its call tracking software, Engine Ready was able to accurately measure the number of both call-in conversions and online forms filled out for each of the 4 web pages that displayed the unique toll free prefixes.
Although the “800” prefix has been around for over 40 years, its next oldest sibling, “888” is only 13 years old. The “877” prefix came about 11 years ago, while the youngest “866” has only been in use for 9 years.
The data showed that the ”800” prefix generated the highest call-in conversion rate and that in general, the older prefixes converted visitors to calls better than the new prefixes. The online form fill rate was less influenced by the age of the prefix, with the 888-prefix converting the best. Based on this study, companies that are using a toll free prefix other than "800" and want their web visitors to call should be testing the 800-prefix.
“Although the study concluded that the 800-prefix tends to drive the most call-ins, it’s important for companies to first understand the value of call-in versus online conversions”, comments Engine Ready CEO Jamie Smith. “For eCommerce companies, a call-in sale gives the opportunity for an upsell, potentially increasing the average order value of call-in leads over purely online leads.”
Mr. Smith adds, “Lead generation companies may also benefit more from call-in leads by being able to capture the prospect when the prospect is most interested and motivated to discuss their needs.”
The entire study and results can be downloaded free of charge by visiting http://engineready.com/sem-resources/industry-studies/800-numbers.php.
About Engine Ready, Inc.:
Engine Ready, Inc. is a recognized leader in providing online marketing services and software, helping organizations achieve unparalleled success on their web initiatives. Managing paid search accounts in excess of 15 million keywords, and over $10.2 million in annual media spend, Engine Ready was the first organization to combine the power of website analytics with search marketing. To learn more about Engine Ready, visit http://www.engineready.com.
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