It is a well-established fact that one of the main concerns for online merchants is attracting as many visitors as possible in the hope of converting them into future customers.
At the same time, it is crucial to lose as few internet users as possible at every stage of the online sales process, especially knowing that the competition is just a click away. The challenge then becomes, as it would in a traditional store, to establish a dialogue with the customer and make the online commercial relationship more "human."
Talk to your visitors and turn them into customers.
For nearly 10 years, innovations in this field on the Internet have been abundant, and the market now offers a wide range of tools and techniques to optimize the all-important conversion rate. However, it must be acknowledged that one of the most effective methods remains telephone contact. It is well established that nothing beats the human voice for closing a sale, especially for complex or high-value transactions, or products with significant added value. Fortunately, technology has evolved in the right direction, and phone connections can now be made without leaving the web session, thanks to services like free and immediate callbacks or "click-to-call" solutions.
Implement a true multi-channel strategy.
"Click to call," also known as Webcallback, allows visitors to your website or any other connected medium (newsletter, banner ads, directories, mobile sites, PDF documents, etc.) to click a simple button and be immediately connected to a customer service representative, such as in a call center. Unlike other solutions, such as toll-free numbers like a Green Number, "click to call" services also enable service providers and online retailers to monitor and control who can switch from the web sales channel to the phone sales channel, as well as when and where this transition occurs.
Such tools enable the development of a true communication strategy between the different sales channels of a business. It is now technically possible to initiate a phone call from your website to your call center while simultaneously providing the customer service representative with the full browsing context of the user they are speaking to. This results in a phenomenal time savings and a significant increase in customer satisfaction! This eliminates any breaks in the chain for all target audiences, including prospects, clients, and subscribers.
Toward a "pay-per-call" remuneration model.
Alongside online acquisition challenges and customer relationship management, technologies enabling phone connections via the internet are also giving rise to new economic models. The "pay-per-call" model is intrinsic to these internet-based telephony services.
"Pay-per-call" is a concept that originated in the United States and can also be considered an economic model. This concept is similar to the "pay-per-click" advertising model, where an advertising network (such as a network or affiliate program) is paid based on the number of clicks generated on an online ad format (banner, display ads, newsletters, etc.). In the case of an affiliate campaign using the "pay-per-call" model, the compensation is no longer based on clicks but on the calls generated and directly received by the advertiser.
Call generation for a business can be done through:
- Inbound numbers such as geographic numbers or special numbers (premium-rate or not), this is the concept of "Call tracking" (call tracking).
- An online form generating a call to the advertiser using a "Click to call" service (free callback).
Your clients no longer want clicks; they want calls!
The advantage of "pay-per-call" compared to the already established "pay-per-click" model is the market opportunities it offers. Indeed, for an advertiser, there is no longer a need to have a website to launch an advertising campaign. All that is needed is a simple phone number to start receiving qualified leads, which can come from various channels such as the web, print (paper), radio, TV, and more.
"Pay-per-call" is also perceived as much more effective and tangible by advertisers. Indeed, when an advertiser purchases incoming clicks to their website, they can measure the traffic but struggle to convert it. However, with calls, the advertiser measures their activity in real time and manages customer relationships immediately.
To learn more about Call Tracking or Webcallback (click to call) or to help you implement a service for your telephone acquisition strategies, contact me directly.
