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Opportunity Calls: How to Effectively Capture Mobile Marketing Conversions

by Kathleen Colan  |  
July 21, 2011

In this article, you'll learn...

  • How a mobile-friendly site can boost conversions
  • How to align your calls to action with the mobile user mentality
  • Why Web analytics and call tracking are essential to optimizing mobile conversions

Smartphone use is exploding, providing new opportunities for marketers to connect and engage with target audiences.

According to ComScore, 69.5 million Americans owned a smartphone as of Dec. 31, 2010—up 13% from the three months prior. Of those users, 68.8% used their devices to send texts, 38.4% accessed the Internet via their smartphones, and 36.6% used mobile applications on them.

Moreover, more than one-half (55%) of US consumers who purchased a new handset in the three-month period ended May 2011 bought a smartphone instead of a feature phone, up from the 34% who did so during the same period a year earlier, according to Nielsen.

And according to Prosper Mobile Insights, some 53% of smartphone owners say they use all of the functions of their smartphone, so much so that "it's their life."

Those mobile adoption and use rates open the door for marketers to reach targeted audiences in a variety of new ways, including branded apps, online coupons, quick response (QR) codes, text messages, advertising, location-based services, and mobile websites.

But how can marketers optimize their mobile marketing campaigns, and track and record mobile conversions?

Below are three steps for boosting mobile marketing conversions.

1. Optimize your website for mobile

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Kathleen Colan is director of marketing and content for Mongoose Metrics, a call-tracking solution provider based in Cleveland, Ohio.

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  • by Tricia Status Media Thu Jul 21, 2011 via web

    Online tracking of mobile is not as straight forward as you make it seem. Tracking conversions on mobile are dependent on many factors....Browser and Device...NOT.EASY.

  • by Patrick Zuluaga [PMZ Marketing] Thu Jul 21, 2011 via web

    Hi Kathleen, a very timely article. Are you able to advice or recommend suppliers for the call tracking technology? Thanks!

  • by Pamela Achladis Fri Jul 22, 2011 via web

    Hi Tricia, I agree, tracking and reporting on mobile marketing campaigns does involve accounting for several factors, including device, operating system, browser and carrier, but this post was meant to provide an overview of how to get started.

  • by Pamela Achladis Fri Jul 22, 2011 via web


    I'm glad you enjoyed the article. There are a number of call tracking providers you can connect with including my company Please check us out online and if you're looking for specific information I can connect you with someone here. A simple Google search for call tracking would reveal some others you can talk to.

  • by Norma Huibregtse (Captivated Customers) Tue Jul 26, 2011 via web

    The article is a great starting point for those choosing to engage in mobile marketing campaigns. One other tracking method I would like to add is creating landing pages that are direct links from your mobile site to monitor conversions.

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