03 Feb Click-to-call increasingly essential to everyday business
Click-to-Call’s effectiveness has long been a stalwart of the Call-to-Action market. Now, according to a study by Marchex, Consumers will spend $1.12 trillion through click-to-call mechanisms this year in the United States alone, an amount more than 3 times larger than that of retail e-commerce.
Part of the credit for this astounding statistic (which would account for nearly 1/16th of US GDP) lies with its highly efficient conversion rate, as consumers are four times more likely to make a purchase through a mobile ad if it includes click-to-call. Even as ecommerce grows rapidly, the internet and features like click-to-call are more rapidly influencing how consumers make purchases in the offline world.
Mobile Still an Opportunity for Click-to-Call
The integration between internet and real-world services that mobile technology has enabled is crucial to both Click-to-Call’s necessity and current success. That mobile ad conversion rate is astounding, and all the more enticing when the fact that mobile advertising still lags behind the mobile consumption of online media. Mobile advertising, with the right features, could be an under-exploited means for businesses to place their goods and services in front of the eyes of consumers.
All the more exciting is the coming superabundance of mobile users, as by 2017 90.1% of global internet users will have access through mobile. If mobile users already love Click-to-Call, the dominance of mobile as a platform for accessing the internet will continue to act as an advantage for the local businesses that invest and exploit this opportunity.
Growth so fast many calls are abandoned
It seems that, much as many businesses are taking advantage of Click-to-Call, Nearly 20% of calls executed through click-to-call are abandoned. Long hold times or poor customer service when the phone is answered, which may indicate that the feature is in fact so popular that businesses are not keeping up with the interest in generates.
For the number of web visitors that it converts, businesses should take more care to keep up. Click-to-call should earn more careful attention from SMBs and might be a key to their future success, as 50% of consumers search a business and review its web page before they ever step foot inside their storefront.
Big Ticket Sectors falling behind most
Among the worst offenders in permitting abandoned clicks-to-call are real estate (31%), cable & satellite providers (25%) and financial services (18%, the SMB average). Cable & Satellite providers are notorious for poor customer service (and we all know that cord-cutters are taking the lead in redressing their bad behaviour), but we’re surprised to see real estate and financial services in the mix.
Considering the missed opportunities for conversions in these big-ticket sectors, it’s possible that click-to-call could represent billions upon billions more in consumer transactions, if only businesses were able to keep up. It’s no surprise that real-estate rapidly adopts information technology to improve its business, but perhaps the next step is an increased investment in customer care to ensure that kind of investment pays off?
Next Generation Loves it
Indeed, the current set of missed opportunities is not all that click-to-call laggards should be worried about: by 2019 click-to-call will be worth nearly $2 trillion in transactions annually, or nearly 1/11th of US GDP. Millenials are avid users of click-to-call, and their share of consumption is only just starting to grow.
It’s suggested that campaigns using it should target them, and they seem to be fueling the growth of this market, in which consumers will have used click-to-call from a mobile device 93 billion times this year alone. Some may attribute their affection for features like this to their love of technology, but 75% of Millenials prefer to shop at a retail location when possible. Their love of technology with a human touch may be the crucial factor in Click-to-Call’s continued success, and when business integrate it they should not hesitate to invest in the staff there to care for their callers as well.
Fundamental shift towards Online Tools
This new data on Click-to-Call contributes to a growing sector of tools that customers are demanding or either users are instinctively grab at to access their local businesses. Where 76% of consumers either expect or appreciate Online Scheduling, and another 62% feel the same way about leaving feedback or online reviews, it’s necessary for businesses to incorporate these features in their web presence, or risk missing out on sales as a result.
Let us know your thoughts and feedback! Do you notice these tools becoming more common in your day-to-day life? What do you think about Click-to-Call and other features’ effect on everyday business?