Twitter launching click-to-call extension: Is voice the next big thing?

Since  Twitter announced a click-to-call extension to their Ad formats, it pointed everyone’s attention to what looks to be the next big thing: voice. What does the addition of voice media mean to the web, you would ask? The answer is simple – it makes the web more human. This is sometimes referred to as “staffing your web”.

Twitter Launching Click to Call extension: Is voice the next big thing? Talking to a brand is a transactional event, like checking out from a web shop. A consumer that choose to talk to you is at the end of their discovery process, is in most cases ready to buy. Twitter Click-to-Call Ads is a tremendous opportunity for marketers to shorten the decision process for consumers. Marketers can now run transaction-oriented Ads with targeted messages and offers that fit into the 140 character Twitter format.

Developing a transaction format that makes the web more human means the web becomes more democratic. The reason for that is anyone can run a Click-to-Call Ad – from global brands to SMEs. As long as you know how to answer the phone, you can now talk to prospective customers and drive new sales.

In Europe only, there are about 25 million active business operations. 95% of these have less then 10 employees (often referred to as micro companies). Google chose to embrace their online budgets already a couple of years ago, now Twitter is doing the same.

We will closely monitor how businesses provoke an intention to buy with only 140 characters, and share with you the most successful ones.

2014-04-16 at 9:56
Categories: Freespee

How to optimise your website and increase your conversions

In this Tips and Tricks article, we’re looking into some of the core ingredients that make a website effective and attractive to visitors. Being all about path to conversion, we will focus on phone calls as a call to action, and what it is that we can do to increase the number of phone calls for the same ad spend.

When designing a website, it is important to keep in mind that every page has a specific role according to the expectations, needs, and desires of the website’s visitors. Many businesses disguise their phone number in the footer, on a subpage or are not displaying it at all, in an attempt to “force” the visitor to a call to action that doesn’t include phone calls. Keep in mind that by doing so, chances are that you are saying NO to more customers than you may think. When 77% of the online shoppers want live assistance available with their purchases, can you afford not to have your phone number visible on your website? If you think about it for a while –  do you meet your visitors’ expectations, needs, and desires by “hiding” maybe the most natural way for a human being to communicate with you? The phone call.

In this article, we will talk about how we can increase the conversions with minimum effort by looking into two website layout methods; the Z-layout and the F-layout. We would not argue saying these methods are the best solution for everyone, but they are proven concepts embraced by many marketers, and it turns out it those work very well in our trials in terms of increasing phone conversions.

“We’ve discovered that arguing that customers don’t want to talk anymore is like arguing that we are happy to remove 50% of our communication skills as human beings” - Mats Stigzelius – Co-founder, ProSkin (UK)

As most Western readers will read a website from left to right, top to bottom, the starting point for the Z-layout is actually quite simple: inflict the letter Z on top of the page and you should have something like this:

ProSkin Z-Layout Example

ProSkin’s website is a phenomenal example following the Z-Layout principles. It quickly and effectively takes your eye from point 1 to point 4, ending up with multiple powerful call to actions as well as one in between.

(Have you read the full ProSkin Case Study ?)

The F-layout uses scientific eyetracking studies to back up it’s concept. Studies shows that the human eye scans the screen in an F-pattern. If you look at Freespee’s website, maybe you can imagine yourself seeing an “F-pattern” in the design?

Freespee Website F-type Layout


Similarly as with the Z-layout, the F-layout takes you from point 1 to 4 in a logical order. Let us break it down while looking at the examples above:


  • Your logo grabs the user’s attention at point 1, where they scan the navigation, search, phone number, etc.

  • The phone number displayed at point 2, is the first call to action, and by displaying it in a colorful manner, you will also reinforce the eye movement.

  • A featured image and/or informative text at point 3. Headlines that will encourage “title scanning” as the eye moves to the call to action.

  • Icons and/or colorful buttons as “call to action” at point 4 to make it stand out more.

Most websites in our A/B-testing applying either of these methods (including Freespee’s revamped website), learned they could increase their call conversion rate up by more than 30% when making the phone number more visible… for the same Ad spend!

There are tons of information and best practices on this topic. Methods mentioned above are examples we have tested ourselves with good results. We encourage you to explore the best way for your business. However, don’t forget to track all data available to you.

Have you tried anything that had a great impact on your conversion rate? Please let us know in the comments.


2014-04-11 at 11:03
Categories: Community, Digital Marketing, Freespee, Media

Understanding path to conversion

“To think that the exact referrer that ended up in a phone call is the only one responsible for an incoming lead, is like thinking that a goal scorer in football assisted himself and was in the game all alone.”

Top-Conversion-Paths-Google-AnalyticsWith time and experience, we understood that there’s a lot more than the phone call data that matters into online advertising – it’s understanding the user journey in its wholeness, from research to purchase. Sometimes, the path to conversion could be quite straight – a user would go directly to your website, browse around and educate themselves, make a decision on what service they would like to purchase from you, and eventually pick up the phone and pay.

But what happens when path to conversion is not that straightforward?

Our own Niclas Staberg takes a look into this on our Community Tips and Tricks.

2014-04-09 at 10:02
Categories: Freespee

Big data debate: It is important to step back and question the data in front of you

On April 2, our Co-founder and CEO Carl Holmquist took part of the Big Data Debate: Media and Big Data Analytics, where data geeks gathered to discuss how data could be manipulated to produce innovation. Carl opened up the event with a flash presentation which was then followed by a panel discussion, moderated by Charles Arthur, Head of Technology, The Guardian, including Marie-Alicia Chang, Co-Founder & Head of Data Partnerships,Musicmetric, Rob Symes, CEO, The Outside View, Duncan Ross, Director of Data Science, Teradata and Alistair Jones, Software Engineer, Neo4j.

Carl opened the way illustrating inattentional blindness – a term, coined by Arien Mack and Irvin Rock in MIT, unfolding the two ways our brains resolve problems: using our long term memory, or relying on logic when it comes to more complex problems.

“Obvious things happen around us, but when the logical side of our brain is focused on solving a specific problem, we are blind to them”

Carl continued by reminding that blind spots do exist when marketers are consuming big data: “Being busy understanding what you have in front of you, most of you are missing out on fundamental data points that the data tools you use are not collecting”. Challenging the audience, Carl gave an intriguing example of how in the banking industry, marketers were struggling with low conversion rates in their online business. In these occasions, Freespee’s software showed the contrary – more than 50% of online visitors chose to complete the transaction in the contact centre. While this data was lacking in their tools, marketers could not eliminate the blind spot when analyzing patterns.

Are you as geeky about big data as we are? We’d love you to join the conversation – simply comment below.

Big data debate: Big Data in Media

On photo: The audience at the Big data debate in Shoreditch, 2 April 2014



Understanding the customer’s online behaviour

Business Scotland Magazine

Scotland is a land of opportunity for small businesses and entrepreneurs.

Our founder and CEO, Carl Homlquist, has written an article that gives Scotland’s growing business community some advice on the importance of understanding the customers’ online behaviour.

Read the article at Business Scotland Magazine on page 29.

2014-04-07 at 12:32
Categories: Freespee

Are you pulling back too early on your SEM tactics?

Our Chief Commercial Officer Thomas Sevège is something of a pro at the game of Risk.
Thomas Sevege talks about the importance of obtaining accurate CPA data to ensure SEM managers are taking calculated risksTherefore it isn’t surprising that the similarities between the game of Risk and Search Engine Marketing (SEM) are very apparent to him.

At The Wall Blog, Thomas explains the common traits the game of Risk and Search Engine Marketing share and the importance of obtaining accurate CPA data to ensure SEM managers are taking calculated risks.

Read all about this over at The Wall

2014-04-01 at 15:45
Categories: Freespee

Freespee keeps getting better

I’m very excited to share with you some recent updates from the Engineering team here at Freespee. The team has been really busy integrating your feedback – adding tweaks and altering the Freespee platform to make it more powerful than it has ever been. We are very pleased to share with you what the outcome of this is.

Here’s a breakdown of the features in the last Engineering update:

New Plugin Section design on the Freespee Dashboard

The Plugins section on the Freespee Dashboard has been redesigned and moved from Settings to Plugins tab. All plugins are now visible for our customers. Installing a plugin is very easy, but if you run into problems, you can always contact our Helpdesk and they will get you up and running effortlessly.

Edit static sources

Customers can edit their “Connect calls to” setting on static sources even when they are connected to a campaign. This feature is available on the “Sources” tab.

New default call filter

The standard filter for the start page used to be ”Show All calls”. A more useful one is ”Answered/missed” so this is now the default choice.

VAT validation and support for multiple currencies (EUR, GBP and USD)

Self signup customers can enter VAT number and choose currency. VAT number is validated before data is saved.

2014-03-26 at 17:17
Categories: Freespee

Search advertising is easy when you know how

At Freespee, it’s our business to know how we can help you make your search advertising more effective and successful. We all learn the most from the mistakes we make, so how best to share our insights than through examples of some of the ones we’ve made ourselves, as well as those we’ve seen in practise.

Read what our CEO, Carl Holmquist had to say about the five most common mistakes made in search advertising on Digital Marketing Magazine.

For more insights from Carl, be sure to follow him on Twitter @Carlhtalks.


2014-03-21 at 15:15
Categories: Freespee

Freespee Product Update: DoubleClick plugin

Freespee is very excited about the power of automatic bid strategies in products such as DoubleClick Search. With the addition of call data metrics, the mathematical algorithms can make much better bidding decisions. We are an integral part of closing a very big gap, and that’s why together with our friends at Google, we have developed a plugin for the Google DoubleClick Search.


In simple words, this means that when the plugin is enabled Freespee will feed information about calls to the customer DoubleClick Search account. In the feed, there will be information linking each call to the DoubleClick Search visitor and the particular ad that generated the conversion. The Freespee DS plugin utilises the DoubleClick Search Conversion API and feeds data to the customers DS account in real time. Bid strategies in the DoubleClick Search platform will be able to leverage this data and make better mathematical bid decisions based on more complete statistics (rather than partial statistics which will be the case of not accounting for call conversions).

The impact of the DoubleClick integration can bring drastic changes to the amount of data available to the advertiser. If you’re curious to know more, this is a great blog post to get you up to speed with some fancier details about DoubleClick.


In the Freespee platform, when activating the plugin, you can choose which Action Tag in the DoubleClick Search platform to attribute calls to. For example, you can choose to send calls that are considered successful (dependent on your selected call qualification criteria in the Freespee platform) to one Action Tag and all other calls to another Action Tag.

Setting up the Google DoubleClick plugin is really easy – our helpdesk will guide you through the simple process.

Freespee Heroes: How a UK beauty clinic is rethinking online path to purchase

There’s nothing we are more proud of, and nothing that drives us more than our customers’ success. We’re focusing every bit of our engineering and developers’ efforts on the optimisation of Freespee – we’re building the most brilliant SaaS to help advertisers skyrocket sales. Through this we shed light on the importance of intelligent, actionable data, and – most importantly - urge advertisers to rethink sales online.

We’ve discovered that arguing that customers don’t want to talk anymore is like arguing that we are happy to remove 50% of our communication skills as human beings, and the sooner advertisers remove their blind spots – the better understanding of customers they will have.

On this instalment of the Freespee Heroes, we are taking a look at ProSkin – the fastest growing UK beauty clinic. Co-founder and entrepreneur Mats Stigzelius shares how through the model of online driven customer enquiries going into a centralised reception, ProSkin discovered that over 50% of their business was coming from the customer interaction in their call centre.

Mats shares “With Freespee, we decreased CPA by 30% and we now have visibility into the user journeys for the bookings taking place in our contact center, and we know that those represent the majority of our revenues”

Read the full story here

2014-03-14 at 12:27
Categories: Case Studies, Community
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