Appliance Repair Call Conversion Secrets

By advertising emergency appliance breakdowns at the time they are most apt to fail, appliance repair companies are able to monetize their calls at a very good rate. A Midwest repair firm fielded 89 qualified calls per week using model-specific landing pages, such as “Samsung Refrigerator Not Cooling Fix,” converting at 11.3 percent, as compared to only 6.1 percent for generic repair pages. Their pay-per-call network reimbursed them, on a per-qualified lead basis, at rates between $28 and $52, offering increased rates for immediate service calls. The company’s click-to-call video ads featuring weird sounds made by appliances converted 37 percent better as compared to static image ads. Call tracking showed that mentioning free diagnostics with repair within the first 15 seconds increased call duration by 42 percent, and conversion rates grew by 29 percent.

Turning Broken Appliance Calls Into Profits

In-house repairs made further efficient improvements with an integrated IVR system where callers choose the right appliance type before connecting them to the technician for the right dispatch. As the statistics show, they had a conversion ratio of 65% from calls with households for appliances aged 7 to 15 years old, compared with 38% for the newer ones, which would mean that based on this information, they could fine-tune their targeting better. Access to high-end apartment managers guaranteed a steady supply of high-margin fridge repair calls at 15% above their standard payouts. The most lucrative technique for them is training the technician to upsell opportunities during calls-mentioning water filter replacements at the same time when talking about repair calls for refrigerators raised the average ticket by 89. Over the course of more than 18 months, their pay-for-performance campaign produced 4,127 qualified leads, generating $1.2 million in service revenue from which over 72 percent of callers signed up for additional maintenance plans.

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