The rise of the Internet and online business led many to believe that phones would soon become outdated in every office around the world, from major corporations to small businesses. The reality of the situation has proven to be the exact opposite. Despite lead forms, chatbots, and email, consumers still pick up the phone when the time comes to close a deal. BIA Kelsey reported in 2015 that calls to businesses from smartphones would reach 162 billion by next year (2019). A separate study from BIA Kelsey found that click-to-call, a significant tool in Pay Per Call, influences more than $1 trillion in US consumer spending. The value of calls for consumers is clear, but what's the benefit of inbound calls for your business?
When consumers pick up the phone or use click-to-call buttons to connect with your business it generates more revenue compared to clicks on your ads or other digital marketing channels. Customers who call your business are further along in the purchasing process and have likely completed their research. These consumers are all ready to make a purchase, they just need to hear a human voice before completing the transaction.
Inbound phone calls have been shown to convert at a higher level than any other digital marketing strategy. Not only do 61% of businesses report better conversion rates from inbound calls, but that conversion rate is reported to be an astonishing 30% to 50%. Most of these conversions come from users on mobile devices. They're browsing the web on their phones already, so it's a simple jump from browsing to talking with your business on the phone.
Analytics offer your small business the best insight into changes in customer behavior and decision making, and inbound phone calls offer a lot of benefits in this area. Consumers will reach out to your business at all stages of the buying process, from need realization to research and purchase. Consumers even reach out post-purchase with questions. Inbound phone calls provide a variety of information that can help you better understand the customer's path from realization to purchase and enable you to keep track of changes in those patterns to adjust accordingly.
Digital marketing strategies now have to focus on optimization for smaller mobile devices. Inbound calls are the perfect partner for this shift in consumer search preferences. Click-to-call buttons allow them to skip the annoying lead forms and simply talk to a real person.
Finally, consumers still prefer to hear another person on the phone. Positive interactions with consumers over the phone improves the image of the brand while generating greater brand loyalty. For your business to remain competitive, loyalty is a must!