Why Click-to-Call is a Crucial Ingredient in e-Commerce Strategy


If you read our blog regularly, you understand why you absolutely can’t do e-commerce without live chat. When you’re trying to make your customers happy and encourage them to buy your products, communication is key. Whatever way they want to reach you, it should be available and easy to use. Online chat is preferred by more and more online shoppers.

But here’s something you might not know: you’re also compromising your sales if you don’t have click-to-call on your website. Maybe you figure that if your customers want to talk, they’ll click the chat button. Maybe you think it’s good enough to have your phone number printed on the “contact us” page.

You can do better. Remember: whatever way your customers want to reach you, it should be available and easy to use. That includes click-to-call. If you want to be successful in doing business online, you should never, ever reduce your customers’ options. You need to offer a full suite of online communication offerings.

Why would anyone choose click-to-call in this day and age? The answer lies in customer shopping habits.

More and more people are shopping online using their mobile phones. In 2012, people spent $25 billion on purchases made from phones and tablets, an increase of 81 percent from the year before, according to eMarketer. The same study predicts that by 2016, a quarter of all e-commerce will be transacted on mobile phones.

Because so many people use mobile phones to search online, they’re used to seeing the “call” buttons embedded in Google mobile search results. According to research published by Google and Ipsos, 42 percent of users have used the “call” button to contact a company.

Most of the time, when people call directly from a Google mobile search listing, they’re calling to make an appointment, ask about availability, find out business hours, or some other similar query. Only about 30 percent are calling to buy something. That’s pretty good, considering they’re not even on the website yet.

When they do navigate to your website, that’s when they’ll really want to buy. Do you want to suddenly take the ability to click-to-call away from them, just as they begin to view your products and services? Of course not. They’re accustomed to having that ability, thanks to mobile search listings, and you need to provide it for them.

Because more and more online customers are used to seeing a “call” button, click-to-call products like WebsiteAlive’s AliveDial are an integral part of any e-commerce strategy.

According to a survey of 2,000 consumers conducted for eDigital’s Customer Service Benchmark, 23% of online shoppers prefer to talk on the phone—a number that’s very similar to the percentage who favor online chat. Do you want those shoppers to have to look for your phone number and enter it by hand? Of course not. Make it easy for them, and you’ll secure their loyalty.

Give them chat. Give them click-to-call. Give them options. And they’ll give you their business.

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