What 2016 brought: channels and devices chosen by clients of Russian companies

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Content
Points of reference
Call more often and more often
Came, saw, called
LOSSES
Types of devices
Analytics of requests
Analytics and service integration
Results
Effective communication with the client is an important topic in marketing today. Companies are actively developing additional communication channels on the website, receiving phone calls, consulting on social networks and e-mail. Knowledge of the specifics of consumer behavior helps to choose effective belize phone numbers communication channels for different industries.

In March 2016, the end-to-end analytics service CoMagic, together with Google, published a study on which channels and devices are preferred by customers of Russian companies. A year has passed. Some changes are visible to the naked eye, and some have become unexpected discoveries. Note to every marketer.

Points of reference
The CoMagic service is used by companies from various industries. For comparison with 2015, we took 8 industries from last year's study, but increased the representativeness of the data. The analysis affected 2,308 sites - this is twice as many as in 2015.

The list of industries includes the following: auto/moto; business services; household appliances; beauty and health; medicine; real estate; construction/repair; tourism and recreation. Each industry is represented by websites of both large and medium-sized businesses in Russia.

The purpose of the study is to understand how the marketing indicators of companies in different industries have changed over the past year. To do this, we looked at online and offline channels of requests, work with calls, conversion rates, the dynamics of mobile and desktop device use, and the demand for data analytics in the market.

Call more often and more often
The call confidently holds the first position among the channels of requests. Its share increased by 3%. The share of chats decreased by the same 3%. Requests remained at the 2015 level.

Every fifth website receives 11 to 40 calls per day, which is 5% more than in 2015. The number of websites receiving more than 41 calls per day has grown by 5% over the year. It turns out that 30% of websites in 2016 began to receive a medium and high number of calls every day.


Fig. 1. Average percentage of orders made by website visitors by phone
Over the year, the distribution of requests between channels has not changed dramatically, but there have been some interesting developments in some industries. "Household appliances" has grown in calls by 12%, decreased in chats by 4%, and in requests - by 8%. In medicine, calls have grown by 4%, chats have disappeared from 6% to 1%. In the "Construction and repair" industry, requests have grown from 4% to 7% and calls and chats have fallen slightly. In the "Tourism and recreation" sector, there have been losses in calls and requests, but the share of chats has more than doubled. It is worth noting that the call rate in medicine has broken the record among industries - 96%!


Came, saw, called
The highest conversion rates of visits to calls, as in the previous year, were in business services and medicine — 3.96% and 3.56% respectively. This is lower than the 2015 figures. The conversion was pulled up by “Auto, Moto”, “Home Appliances”, “Construction and Repair”, increasing the figure in 2016 by almost a percent.


LOSSES
In 2016, companies are still losing calls. Such an important channel of requests does not fully realize its potential. After all, if a client does not reach you, he will reach a competitor. And what is strange is that the number of lost calls in 2016 in the industry context has grown significantly in all industries. “Beauty and health” looks better than others against this background: the number of lost calls per year in the industry increased from 13.28 to 14.64%.


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Types of devices
In 2016, the percentage of visits from mobile increased from 30 to 36%. Marketers often say that mobile traffic is “empty” and does not convert well into requests and sales. But over the year, the conversion of visits from mobile to calls increased from 0.45 to 0.63%. This means that visitors are ready to both watch content from a mobile and call. Companies are increasingly adapting their websites to mobile screens, and clickable numbers eliminate the need to remember and dial a number manually.


The growth in mobile visits in 2016 by industry is particularly impressive. A modest 4% growth in 2015 in real estate turned into 43.55%. In the home appliances industry, the difference in growth is 6 times, in business services – 3 times.

In the Beauty and Health industry, the situation is again atypical: mobile traffic fell from 16 to 7%. It is possible that clients in this sector are actively moving to social networks and messengers, but we will talk about this below.


Another interesting observation is the conversion of mobile visits to online chats on the site . Out of 1,000 people who visited the site from a mobile phone, only 2 will ask a question in the chat. That is, there is no need to adapt the online consultant widget for mobile devices. Most likely, the visitor will choose a social network or messenger for contacting. Therefore, the development of corporate company pages in social networks, the creation of bot chats is another trend of the season.


Analytics of requests
Tagging calls, online chats, and applications improves the quality of analytics. For example, it is incorrect to take into account spam calls when calculating conversion. With tags, they can be filtered and statistical error can be reduced. Most companies use tagging: on average, 86% of sites across all industries.


Analytics and service integration
Telephony, call tracking and online advertising accumulate data of varying quality. Therefore, the task of analytical services is to automatically combine them for a single "end-to-end" analytics. In 2016, integration with Yandex.Direct, Google AdWords was configured on 9% more sites than in 2015.


Integrations with CRM systems are still significantly fewer: only 2 industries have reached the 10% mark — “Business Services” and “Construction and Repair”. If integrations with contextual advertising systems help manage the advertising budget, then integrations with CRM help see the effectiveness of advertising within the business. Data on clients and transactions are linked to advertisements, which means the connection between advertising money and sales becomes obvious. The “Auto, Moto” and “Household Appliances” industries are actively moving towards end-to-end