Last month, while attending Internet World in London, I overheard a delegate state that call back buttons are old technology. Call back buttons are buttons that are placed on a website to give visitors an option for someone from the company to call them if they have any questions. So do call back buttons still have a place as part of your sales and marketing strategy among today’s smart, automated marketing technology?
Click to call, which should be more accurately referred to as request a call, began in the mid 1990s in North America with several related US and Canadian patents being developed and has grown into a reliable and effective way to engage with online customers.
Call back buttons may have been around for a while, but new Emailvision partner and integrated marketing App specialists, cloud.IQ, would strongly contest that the technology is past its best and they let the results do the talking. As well as providing Apps for cart abandonment and SMS (cartRecovery and smartSMS), their most popular App to date is callMe.
The reassurance of human voice
When consumers where asked what they missed most about the physical shopping experience when making purchases over the Internet, 30% lamented the ability to resolve queries quickly. They also expressed a desire to be able to talk with a sales assistant before making a purchase. 28% of respondents cited both of these factors when asked what they felt would improve the online shopping experience.
* Redshift Research April 2013.
Putting a callMe button on your website can help capture and convert 10% more visitors to sales and according to research can increase online revenue by up to 45%. And it’s extremely good value at £20 per month, plus call costs. Not bad for “old technology” I would argue!
Make your button buzz!
Are you considering adding a call back button to your website? If so here are cloud.IQ’s top five tips on how to make them really effective for your business:
- Make it big and make it beautiful! Their Apps can be configured to match your brand’s colour scheme, adapted to your preferred size and positioned in the most suitable place on the page. In this way the button will match your interface and reassure the customer.
- Make sure customers know it’s free – it may sound simple, but ensuring your customers know that the call back won’t cost them anything removes any possible barriers relating to cost.
- It’s a great way to offer 24/7 support – it’s unrealistic to expect small businesses to have the resources to man the phones 24/7, but that doesn’t mean you can't capture leads 24/7. Set up your call-centre hours in your App and any calls requested out of hours will be automatically rescheduled for when you are back in the office. Visitors will be notified on the screen.
- Route calls to the right agent – ensure the most appropriate member of your team receives the call back request by using allocated numbers for certain issues to manage the line calls are directed to through the App.
- Be flexible – being able to get hold of a real person on the phone is important to customers as a huge percentage of sales that start online actually complete over the phone. cloud.IQ now integrates their callMe buttons with SMS and email to make it easier for businesses to offer a free call back to customers who traditionally prefer to talk to real people.
White papers have confirmed that sufficiently advanced Request-a-Call technology improves website conversion rates so much that Forrester Research reported 143% average ROI on implementing it, so why not try it now.
20 May 2013