Converting web clicks into calls: a guide

Converting web clicks into calls: a guide

Howard Williams, marketing director at Parker Software

 Submitted by: Parker Software (, Post published: 1st July 2019

It’s often assumed that web calling functionality is mobile-exclusive. After all, mobiles have the inbuilt equipment to make calls. Desktop computers and laptops, meanwhile, don’t. For desktop sites, then, it’s rare to find such a direct website-to-call advantage. Instead, websites restrict customers to online contact routes. For example, live chat channels, web forms and email.

But web calling needn’t be restricted to mobile browsers. Any business can provide a click-to-call function on any version of their website. 

Clicking, calling, contacting

It is common practice for businesses to enable web calling on mobile browsers. But why is converting web clicks to calls so useful?

For a start, click to call functionality is convenient. That is, it makes your business more accessible to customers. While online contact options are useful for many customers, others prefer a quick and handy phone call. Offering click to call caters to such customers.

Enabling web calling also helps you create an omnichannel experience. It makes your site interactive, boosting engagement and reducing bounce rates. So, your online visitors stay immersed in your brand.

In short, it’s a great way to generate more leads and power up your customer contact.

Calling from web forms

On a mobile device, customers can simply tap the contact number listed on your website and proceed to a call. So, how can you replicate that smooth experience on the desktop version of your site? One way to enable desktop click-to-call functionality is through your web forms.

With an integrated mix of automation and telephony tech, the visitor need only submit a web form with their phone number to connect via call. That form might include a preferred call time for scheduled contact, or it might power a call following form submission.

This works by letting the automation technology parse the customer’s data and the fields submitted within the form. Then, hooked up with the telephony service, the automation tool can use that parsed data to trigger a two-way call. Twilio and ThinkAutomation would be an example of one such technology pairing.

This example is all about making things easier for your website visitors. They no longer face the delay of an email response, and they may not like the less personal web chat approach. Plus, instead of using up their own call allowance, the lead smoothly connects with a company representative.

As an added boon, allowing customers to connect this way means they’ve done so directly from your website. So, they’ve had a seamless experience that feels more convenient.

Offering omnichannel

Of course, web forms themselves sometimes represent a hurdle for online customers. But that doesn’t shut down the value of offering click to call on your desktop sites either. So, you can also incorporate click-to-call functionality within other online contact channels.

For instance, some live chat services offer optional click-to-call functionality. Implementing this allows the customer to switch from a chat session to a telephone conversation and back again, all at the click of a button. Then, a recording of the call can be added to the chat transcript once the session has concluded.

So, the customer enjoys omnichannel convenience. They can start off with a no-pressure chat session, then choose to progress to a call after a few qualifying questions. Even better, they can get an audio link to that call included in their chat records for full transparency.

Other examples include email invitations to call. (Allowing customers to click and call from within their email programs.)

These examples remove the web form hurdle and create an omnichannel support experience. By adding click-to-call within other contact mediums, you give the customer more power and control over how they can get in touch. Plus, you make that preference easier and smoother to use.

Encouraging click to call

The ecommerce scene doesn’t always enjoy a ‘build it and they will come’ mentality, though. So, once you’ve enabled click to call no matter the device or browser, how do you encourage more customers to use it?

Make it easy to find

To start, the links to your web calling should be easy to find, not hidden away in your ‘contact us’ page. Place them where visitors are likely to find a need to contact you. For example, during the checkout process, in your FAQ, or within a customer portal.

Dynamic invitations

Telephonophobia is also an issue. So, use dynamic invitations to remind customers that you want them to contact you. For example, inviting calls through other channels.

Make it responsive

Finally, make sure your click to call features are only available when someone is there to answer. An unresponsive channel discourages repeat use.

No longer mobile-exclusive

Ultimately, encouraging people to call from your website is all about speed and ease. Click to call functionality makes calling you effortless for the customer.

For businesses looking to adopt a more omnichannel customer offering, click to call is a great feather to add to your cap. And, the more native and seamless the functionality appears on your site, the more likely you are to generate leads.

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