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Missed Opportunity – Study Shows 70% of Mobile Users Are Ready to Call

Posted by Andre' Savoie on Oct 1, 2013 2:03:49 PM

A recent study showed that 70% of mobile users are ready to call a business from search results. What does this mean for your business?

Over the years, buying items online has become second nature for many people. E-commerce is a very important part of many businesses today, and making it as easy as possible for customers to place orders is essential for the success of your site.

But even more importantly, and definitely easier than dealing with e-commerce, if you are a local business without a mobile friendly website, you are really missing a big opportunity.

1

Survey Says…

One of the more interesting bits of information to come out recently, according to Google AdWords research, is the fact that many people are still willing to call to place an order.

They aren’t calling from their home phones though. They are calling from their mobile devices. In fact, 70% of people report they are willing to call and order right over their mobile device.

I first noticed this trend when looking at call tracking reports with a local, New Orleans based client. Some of the area codes were from a 404 (Atlanta) exchange.

At first glance, the client was unhappy thinking this was a non-qualified lead. But upon further inspection, we realized this was a call from a local resident who still had their old Atlanta cell phone number. In fact this was the IDEAL client for them.

Lesson Learned.

Thus, it is important to make sure you and your company has a good understanding of what it is that makes customers want to call. You also need to make sure you know how to implement the feature into your mobile sites to make it as easy as possible for customers to make that phone call.

Who Benefits Most?

Research showed that many different types of businesses, including:

  • Travel
  • Retail
  • Tech
  • Restaurants

Are the most able to benefit from having click-to-call features on their mobile sites.

Also, the findings of the research showed that from 60% to more than 70% of people would use the click-to-call feature, depending on the type of business. With local services, the number climbed to more than 76%.

If you are trying to attract local customers, and you do not have a click-to-call feature, then you could be missing quite a bit of business.

When Do the Calls Occur in the Research Process?

As soon as people realize they have a need, they will begin their research for the product or service, and this search usually begins online. More and more people have smartphones, so mobile searches are extremely common.

Once they start finding companies that may have what they need, they go to the site and see what the company offers. If they want more information or if they want to make a purchase, having a click-to-call button can entice them to get in touch with you right then.

Most of these calls that come to your business are going to be for more than just some quick info, such as hours – they can get that on your site. Instead, the majority of the calls will be for deeper and more in depth information or to make a purchase.

In addition to having click-to-call features on mobile sites, it makes sense to have them on your Google ads and other ads around the web as well. Again, customers are ready and willing to push that button to get in touch with your company. You do not want to miss these opportunities for sales. The research also showed that companies using click-to-call had an average increase of 8% in their click through rates.

Make Mobile a Priority

If you have not yet thought about adding click-to-call features to your site and your ads, you can now see just how beneficial it could be for your business. Adding the feature should be relatively easy, and it can make a world of difference to the number of sales your company has.

Once you implement the call features, start to track just how successful they are. If you use them through ads, it will be easy to see the metrics and to determine whether they are worth it for your business.

Since so many different types of companies are reporting success with click-to-call functionality, it makes sense that it would work well for your business too.

Resources:

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Topics: mobile websites, trends

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