17th December 2017 / Digital, Marketing Posted by Paul Ovenden

Why you might need to optimise your website for click-to-call

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We hear a lot about optimising websites for mobile (which is important) but there are many different ways to capture new customers in this increasingly competitive digital age. Purely digital interactions can be highly effective but they are not the only method for achieving results – did you know, for example, that verbal interactions with customers have a 30-50% conversion rate? That’s a statistic that’s increasingly hard to ignore in the battleground for sales and customer loyalty. While artificial intelligence, chat bots and automation all have a part to play in exploiting opportunities for growth, making it easy for customers to call you is a simple and often underestimated tool. 

What is click-to-call and how is it useful?

Click-to-call is such a simple feature that it is logical to make the most of your online presence by adding it to your website. All it does is add a “button” to your website that a user can click on to connect a call direct to your business. It provides a quick and simple way for a customer to get in touch with you and could be responsible for better customer service and improved customer perception. It can also help when it comes to generating more leads and have a real impact on website engagement – a survey by Google and Ipsos found that 70% of mobile search users engage with a click-to-call button on a website. And, if increasing customer call contact is one of your objectives, a click-to-call button is a real winner – one survey by String Automotive found that it improved the call rates of the business by a full 200%.

What are the benefits of click-to-call for your business? 

Enhancing insights.

Click-to-call, combined with call tracking software, can make a valuable contribution to marketing attribution. For example, if you’re creating an advertising campaign that features a particular phone number you’ll be able to establish how effective the call to action has been. 

The reassurance of human contact.

Some industries are very well suited to the entirety of a transaction taking place online – others, not so. If you’re dealing with high value goods or services, for example, you might identify a hesitancy in customers when it comes to completing purchases purely online. That’s a hesitancy that can often be overcome with a phone call. 

Enhancing your customer service.

Research from NewVoice found that 75% of people think that calling is the most effective way to get a quick response from a business. Quick response times play a big role in how customers feel about the service that they get – and whether they are likely to buy from a business or repeat purchase. Customers still want to talk to the companies they give their money to and too many barriers to this can result in people going elsewhere.

Connecting mobile and human interaction.

By 2019, the number of smartphone users in the world is going to crash through two billion. And most of us still use our smartphones for making calls, which means that there is a huge market of potential leads out there for any business. Most research suggests that we still prefer to pick up the phone to business than go through the process of filling out an online contact form (according to Invoca 65% of people prefer to contact a business by phone). So, if you want to give customers the option to connect to you quickly – and avoid missing a potential contact opportunity – the click-to-call button is an increasingly essential feature.

While click-to-call might not be the most innovative recommendation we’ve ever made, it’s certainly potentially one of the most effective. If you need any support with website design, whether it’s click-to-call or other features, contact a member of our team to see how we might be able to help you.