Even Shoppings Carts Need Click-to-call
June 4th, 2008 . by I.M. VocalEven shopping cart businesses can benefit from adding rich voice applications like click-to-call to e-commerce sites.
As I’ve noted before, the lowly phone call gets short shrift in the esoteric art of Web marketing. But often the one thing that would turn a window-shopper into a buyer, or a frustrated subscriber into a happy one, is a piece of information that’s not on the website — for example, “Is the device compatible with my system?” or “Can my doctor call in another refill on my prescription?” FAQs can’t possibly anticipate every question.
It’s not only a question of making it easy for customers to connect — although we all know that anything standing between impulse and action drives down the likelihood of an immediate sale.
When the call comes through your site’s click-to-call, it can carry information along with it — what visitors were looking at when they called or subscriber information. Combine that with a voice survey to get additional information for the customer service agent answering the call. And by integrating voice into the Web application, you capture all this information — and with it, insight for website improvements and better customer service, not to mention those FAQs.
I think that click to call is a rather over-rated feature. Generally speaking you would get a better response if you were to publish a free-phone number in bold print at the top of every page.
It important that there is some form of reference number on that page so that the person on the other end of the phone can track the same page of the website where the shopper got stuck.