Click-to-call technology makes it possible for customers to get in touch with your company immediately.
Simply placing a click-to-call feature on your website or in your Google ads frees them of the burden of waiting on hold to talk to a representative.
But that’s not the only benefit of this technology:
It also allows you to collect mobile data on your callers, so you know who is calling, why they’re calling, and where they’re calling from. This is a valuable service for any business, as you can use this data to improve your sales, marketing, and customer success strategies.
But how do you integrate click-to-call features into your website? And how do you analyze the data to extract value from it?
Below, we’ll answer these questions and more. Plus, we’ll share some data that illustrates why you should be taking advantage of click-to-call technology.
What is Click to Call?
In its most basic form, a click-to-call button is a website feature that allows customers to call you directly from your website.
You can also include a call link in email blasts, Google Ads, on customer review sites, or even on an influencer partner’s channel.
Instead of having to manually type your phone number into their mobile device, they can get a live person on the line at the click of a button. Even those who are browsing your site on a tablet can chat with one of your employees via voice-over-the-internet-protocol (VoIP).
By incorporating different codes into the various pages on your site, you can direct calls to different departments of your company.
For example, you can use one code on your sales page and another on your troubleshooting page. If a customer clicks the one on the sales page, their call will be directed to the sales team. If they click the one on the troubleshooting page, they’ll be directed to the support team.
These types of click-to-call phone systems can save both you and your customer immense amounts of time. And, you’ll be able to see which pages are driving the most calls.
How Effective are Click-to-Call Features?
According to Forrester Research, an American market research company, click-to-call functionality increases ROI by an average of 143%.
Other expert data shows that click-to-call rates are 4x better than online conversion rates1.
Across every industry, the average conversion rate of a click-driven call is between 5% and 25%.
Five years ago, in 2015, click-to-call commerce generated more than $1 trillion in sales. In 2019, experts estimate that this number doubled. While the exact totals are still in counting, data shows that roughly 162 billion click driven-calls occurred in 20191.
How Mobile Search and Click to Call Can Boost Profits
These days, most people have their smartphones on them at all times. We carry them everywhere, using them to communicate with co-workers, chat with family and friends, and, yes, buy things.
You could say we live on our phones.
So as a business owner, it’s important to reach your customers where they live. By making it easy for them to contact you from their mobile device, you’re likely to see an increase in sales.
Here are a few ways in which click-to-call features can drive sales and boost your profits:
Expedite the Buying Process
Why make your customers close their tab to call you?
Place click-to-call buttons on your site, in your ads, and on online review sites to eliminate a layer from the buying process.
That way, you’ll be able to get potential customers into the sales pipeline much quicker.
Expand Your Market
Some customers may not even consider buying from you if they can’t easily get you on the phone.
People are busy, and if they have to go through the effort of dialing a number to talk to you, they’re likely to look elsewhere.
Improve Customer Satisfaction
Click-to-call functionality doesn’t just increase conversions — it also increases repeat customers. If past buyers can easily contact you for support when they have a problem, they’re far more likely to buy again in the future.
We all know how frustrating it is to have to wait on hold when your product isn’t working.
Save Time and Money
Online call widgets can be used to strategically direct customers to different departments based on intent.
Potential buyers will be connected with a sales rep. Recent buyers will get a customer support rep on the line.
Well, you’ll enable all of your employees to focus on the job they’re best at.
It’s become increasingly more important to market to mobile phone users. You may not have one-click call functionality in place, but some of your competitors surely do.
To compete in your industry, it’s important that you target the ever-more-important mobile market.
The Value of Click-to-Call Tracking
Anyone can set up a “Call Now” button and place it on their website. However, by taking a few additional steps, you can gain access to valuable data.
By embedding a tracking package in your call link, you’ll be able to do things like:
Understand Your Customers
How old is your average customer? Where do they live? Are they women? Men?
Call analytics software is able to answer all of these questions and more. Each time a customer or potential buyer calls you, you’ll receive a log of information about them.
You can use this information to figure out what types of people are most interested in your product, so you can strategize ways to market to that group.
Analytics software also tracks the length of each call, which can teach you a lot about your website.
If the average customer spends four or five minutes on the phone, it means that they are asking quite a few questions. Investing some time in your website could result in shorter calls.
Maximize Your Marketing Budget
Are your Google Ad campaigns working? Is your company website driving the traffic, or is an influencer’s site generating most of the calls?
By tracking where your calls are coming from, you’ll be able to determine which of your marketing efforts are the most successful.
This information will help you use your ad budget in the most effective way possible.
According to a recent study, the average marketer wastes more than a quarter of their budget on useless advertisements.
Tracking click-to-call engagement allows you to make the most of the money you have.
Convert Potential Customers Into Buyers
The most valuable thing about call tracking is that it allows you to see conversion trends.
Maybe 40% of people who call from a call-to-action page end up buying something on the spot. Maybe 20% of people who call from a customer review site end up buying within 30 days.
Whatever the case, this information can be useful to you. It lets you know which channels are driving the most conversions and which ones need attention.
If you know how to read and analyze the data that call tracking software provides, you’ll have an enormous leg up over your competitors.
The abundance of call data out there has taught us a lot about how mobile calls influence customer behavior. Let’s look at some statistics that show how call engagement is driving sales:
Why Are Customers Calling?
There are a range of reasons why a customer might want to contact a company. Identifying the reasons why your customers call can be useful in developing a click-to-call strategy.
For example, one study shows that 72% of mobile searchers are likely to click a “Book Now” link to set a professional appointment1.
It also shows us that 60% of car-buyers are likely to click a link to call about a potential purchase and that 58% of travelers are likely to call regarding hotel info, amenities, and nearby attractions.
In certain industries, almost all of the calls that companies receive relate to products and services.
In the towing industry, for example, 83% of calls are from customers asking to be towed or are about checking on the status of their driver. Car dealers, auto repair shops, veterinarians, and locksmiths are all similar, with roughly 75% of their incoming calls relating to a product or service.
Who Is Calling?
It’s crucial to understand that people prefer talking to companies on the phone. In fact, studies show that 65% of people prefer to contact a business via phone.
Only 24% prefer to use a web form2!
And people don’t like waiting on the phone either. Data tells us that 18% of all calls result in abandonment or hang-ups2. This usually occurs because customers hang up if the call is not answered quickly or they’re placed on hold.
In other words, it’s crucial to have processes in place for dealing with customer calls.
If that’s how they want to reach you, it’s important to communicate with them on their terms. Sending them to a web form or forcing them to interact with an automated chatbot could lose you potential customers.
When Are Customers Calling?
One of the reasons why click-to-call services are so valuable is that they track the analytics on when your customers are calling. This can help you to ensure you have sufficient staff ready to talk when the phone starts ringing.
According to one study, the most popular time for people to call businesses is on Monday between 11 a.m and noon2. The least amount of calls occur on Sunday.
Furthermore, the average click-driven call lasts around 4 minutes and 52 seconds.
Where Are People Calling From?
Although click-to-call technology is popular with customers across the world, it’s interesting to see where the calls are coming from. This type of data can be invaluable when targeting regional markets.
Here are a few things we’ve learned from a recent study by Marchex2:
- Mississippi is the state with the highest call volume per capita, with 286 calls per 1,000 people.
- Vermont has the lowest call volume per capita, with 98 calls for every 1,000 people.
- Although not technically a state, Washington D.C has an astoundingly high call volume, with 415 calls for every 1,000 people.
Call Analytics Services: Helping You Make the Most of Mobile Call Data
Tracking your own calls will only get you so far.
Yes, a click-to-call button can make your website more convenient for customers to use. But to take full advantage of this technology, you should start tracking your call data.
Call tracking services will collect, manage, and turn your call data into useful information. With their help, you’ll be able to use this information to understand your customers, improve your marketing efforts, and increase conversions.
Mobile e-commerce isn’t going anywhere. In order to thrive in the smartphone era, companies must learn to accommodate customers who use their phones to make purchases.
Fortunately, click-to-call features can help you attract and retain mobile customers. By using this technology effectively, you’ll be able to attract new customers and keep your current customers happy.