Focus on Click to Call: benchmark and best practices

Halfway between the telephone and a website, 56% of internet users have a positive opinion of Click to Call, also called web callback. The success of this channel is explained by the fact that it is free and instant. For the visitor, it’s a way to reduce waiting time, and it adopts a customer-centric approach, while the classic telephone places customers in a position where they have to make the request. Here, we focus on the key figures and best practices for Click to Call. If you are not familiar with Click to Call, you can read the article “What is Click to Call?”. This article is looks at how clients using Click to Call to advise their visitors are performing. The data was gathered during the final quarter of 2014 from a sample of 120 sites using iAdvize Click to Call.

56 %

56 % of internet users have a positive opinion of Click to Call (CCM Benchmark).
56 % of internet users have a positive opinion of Click to Call (CCM Benchmark).

5 mins 50

The average handling time, or AHT, of a customer contact with Click to Call is 5 minutes and 50 seconds.

The average handling time, or AHT, of a customer contact with Click to Call is 5 minutes and 50 seconds.

16,6 %

The average online conversion rate after Click to Call is 16,66 %. The average online conversion rate after Click to Call is 16,66 %.

€201.6

The average basket value of visitors who receive Click to Call support. The average basket value of visitors who receive Click to Call support.

– 40 %

Basket abandonment decrease of 40 % compared to visitors who have not been supported (Forrester Research). Basket abandonment decrease of 40 % compared to visitors who have not been supported (Forrester Research).

78,6 %

Global satisfaction rate of visitors after Click to Call support. Global satisfaction rate of visitors after Click to Call support.

What is the point of Click to Call?

Click to Call should allow your visitors to obtain a rapid response. A transaction is 100 times more likely to be converted if the customer is called back less than 5 minutes after his/her request. It is therefore essential that the Click to Call tool you use is able to manage agent availability in real-time. In other words, Click to Call should only be offered to visitors when an agent is available to answer them.

Make qualified clients your priority

On high-traffic sites, it is not feasible to offer Click to Call to all visitors, as the requests agents deal with would have little added value. With a view to increasing sales, Click to Call must offer ROI. It is therefore necessary to offer this assistance channel to certain visitors. For this, the focus must be put on high added-value visitors who are in the purchasing phase and therefore in the process of making a significant transaction. A smart behavioural targeting engine should be able to detect qualified visitors and remove any friction by sending the visitor a contextualised invite to request a call before the purchasing process is abandoned. For example, behavioural targeting can allow Click to Call to be offered only to those visitors who have orders with a value over €150, and who have passed an unusually long time on the order validation page. This is an example of a simple rule. More complex scenarios can be anticipated based on criteria related to the visitor’s profile, navigation behaviour and the specific limitations of your business sector.

Where should Click to Call be displayed?

Your offer of help should be seen when you decide to show it! The first challenge, before you even think about the visual aspects of the call button, is ensuring the high visibility of Click to Call on the site. It is therefore necessary to determine the optimal placement on each page where it will feature. We recommend positioning the elements at the top of the page, near the call to action (e.g. add to basket button) or help (e.g. telephone number) elements. You can have several elements on one page, for example a link in the header and a button in the main body of the page. We recommend that a call button should be at least 120 pixels wide. You should ensure that the element is coherent with your corporate identity and the colour-coding of your key call-to-actions. Click to Call is today more commonly used on product pages or at the check-out (order confirmation). For challenging and sometimes complex questions, it makes sense to offer it on the pages where these questions may come up,i.e. at the end of the purchasing process.

What form of real-time support do you prefer?

Offer help proactively or let visitors come to you?

Overall, sites using a Click to Call solution tend to rely on a ‘pull’ approach – they allow the client to choose the means of contact best suited to him/her depending on the purchasing process. This ‘reactive’ method of presenting Click to Call has a conversion rate of 19% for visitors clicking the Click to Call button according to a Forrester Research study. This rate increases to 27% for visitors clicking on a proactive Click to Call invite which is proposed without them requesting it on the basis of their behaviour on the site (time spent on the site, product consulted, query typed in a search box etc.).

Increase customer flexibility with Click to Call Meeting

Click to Call Meeting allows visitors to choose to be called back later by an agent and to select the date and time for this call. You can define your agent’s availability in advance and anticipate the maximum number of calls they can handle per hour. This deferred Call system allows you to anticipate your needs and take seasonal changes and peak times into account so that you don’t miss a single opportunity. https://vimeo.com/111655123 Sources : Lead Response Management Study conducted, Forrester Research, 120 iAdvize accounts using Click to Call. WP-B2B-banner-CTA-blog-01-12-14

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