Hi again,
I'm sorry it took so long to get back to you, but I was waiting
on a large # of email's to come in. I sampled many firms across the
US, and got many diffrent answers....It really varies from company to
company on what they expect for a conversion rate. It also varied with
the type of marketing involved for the product the inbound callers are
calling on, and the product it self. I'm going to list some of the
companies that gave me specifics, to give you a idea of the diffrences
and how they calculate a conversion rate, then the average of the
companies that I sampled altogether.
First of all I can tell you this, An infomercial has a much
higher conversion rate than, say, a 30 second TV spot. Based on the
fact you have much longer to learn about the product, and most people
who have a better knowledge of a product, choose to buy it more
readily with out asking questions and waiting to decide. The average
conversion rate of all the companies I sampled based on a infomercial
spot rates at about 80%. This seemed high to me, but once I heard the
reasoning behind it, which was, in simple terms..."They're calling you
about something they want, you can give it to them easily" I
understood it more. The average on a 30 second TV spot was about
60-65% based on the fact that people have many more questions, and
choose to call and ask, then call back lateronce they know more.
Another factor in the conversion rate was the type of # that
consumers call to order a product. A 1-800 number for example, has a
lower conversion rate than a 1-900, or, long distance number. People
are much more willing to purchace a produst they're paying for the
call on. I know a lot of this sounds like common sense, but, as the
companies explained, they employ people to evaluate statistics all the
time, to give the companies they're reciving calls for a better idea
on how to market their product effectively.
As for specific companies, I was unable to get a definitive #,
the best information I got was was from a bunch local companies I went
and visited here in Omaha, Ne. A lot of companies were a bit reluctant
to give out specifics over the phone, saying that it's a very
competitive market to get certain products call center contracts, and
they didn't want to be "scooped" as thaty put it. The inforamtion
specifics I got were from West Teleservaces, 11808 Miracle Hills Dr.,
Omaha Ne, 68154. West Teleservaces does inbound calls for a # of late
night infomercials, such as "Girls Gone Wild" and other video
products. What I learned from talking to them, is that they require a
7 to 10 coversion rate. As in, the minimum for their sales people are
7 sales for every 10 calls minimum. They deal with 1-800 # calls
mostly, and that they expect 8 or 9 out of 10 usually. They also told
me that the younger the people are the product is marketed to, the
higher the sales. That they have dealt with a lot of products in their
time marketed to elderly 50+ consumers, and that that age group is a
lot more reluctant to give out infmation over the phone, or make a
decision based on what they've only seen on television.
I also talked with ClassyCycle.com which is another local Omaha
area firm which advertises their OWN servace in Motorcycle
publications around the US, and offers them (the consumer) a servace
of them handling the sale and marketing of their motorcycle or RV.
They told me, being that it's a very uninformative marketing campaign,
they only expect a conversion rate of 4 to 10, on inbound first time
callers, being that people mostly call in for information, and make a
decision on the sale later. However, with their company, they have
each consumer deal with a personal "counsler" with their own
extension, so, on call backs ( 2nd or 3'd calls from the same
consumer) they expect a conversion of 6.5 to 10 being that they people
are much more informed about the servace.
These were the only 32 companies that would give me specifics on
what they expect from their employees. Most would only say something
to the effect of between 5-7 and not tell me what they took calls for,
being that I guess it's a very competitive market.
From my results....the average conversion rate that I could come up
with was about 7.3 to every 10 calls on a inbound call.
Here is a listing of the companies and their websites that i conversed
with other than the 2 listed above.
http://www.trasent.com/
Trasent Telemarketing
http://www.accdir.com/
Access Direct
http://www.ansafone.com/
Ansafone Telemarketing
http://www.apaccustomerservices.com/
APAC Customer Servace
http://www.dialamerica.com/intro.html
Dial America
I sampled a # of different locations of these comapnies across the US.
They, especially APAC, have locations all over the US, that market
many different products, and have completely diffrent standards from
the other offices. Therefore, talking to the same company, in diffrent
locations, gave me a much better idea, than small firls located in
only 1 area.
I hope this helps to answer your question. If you need anything
further, feel free to contact me.
Nenna-GA |
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