One of the most exciting aspects of developing for mobile is the extra interfaces and technologies that we have access to. Rather than a user enter their location postcode, we can have the device relay to us its coordinates based on either cell network triangulation or GPS. Instead of a visitor writing down a telephone number, we can make the experience frictionless by including a button that initiates a call.
We have built thousands of sites that implement this technique, and we know users of our platform find it an extremely useful tool to have in their arsenal. However, there are some considerations that need to be taken into account to create an effective advertising campaign:
1. Context is important Think about whether it makes sense to include this functionality. Does it add value to the user’s visit? We have seen the most impressive results when a click to call button complements the content. An example of this can be seen at a site we built for Windstar Cruises: the user is invited to call an operator to book a holiday, but crucially they have just been consuming the information that is relevant to this process. Windstar saw a good return on this, with the rate of visitors to calls being around 10%. Bad examples we have seen have included plain pages with a large button: these are unsuccessful because they are not compelling, nor do they look professional enough to convince a visitor to put aside the time to call.
2. Engage your audience While ad-platforms contain the capability to have banners launch a call, a 300x50px banner with a 50-word limit isn’t the place to make a convincing argument for getting in touch and with a lack of engagement the conversion rates will be low. Use your creative to deliver a landing page to the visitor: you can supplement the original message with further details, features and interaction. A call is still just a click away, but you’ve used the opportunity to engage fully with your visitor and the likelihood of them calling you is now far greater.
3. Be clear Tell your visitor who they will be calling, and give them a good reason to. Let them know how long the process will take. By default, Wapple Canvas will display the phone number to be used, but this can be overridden with a custom label – your call-to-action. Adding useful information such as telephone rates and opening hours reduces the barrier to conversion. With the activation and suppression rules in Canvas, it is possible to set the click-to-call to only display during office hours – offer a form to capture data from out-of-hours users.
4. Be aware of where traffic is coming from A visitor who has arrived directly at your site may be more likely to contact you than one who has followed a banner advertisement because they are more invested. You can use campaigns within Canvas to offer different experiences to those arriving from differing sources. By using our device detection technology on your main website and taking advantage of Wapple’s API, you can deliver a mobile site to visitors to your canonical URL. And by doing this you can make sure you are delivering content and features that mobile can take advantage of.
5. Have a plan Don’t tack a click-to-call on without knowing how you will track the numbers calling through. While it is possible to record the number of clicks the button receives, users can still cancel the call on the phone prompt. The phonecall chunk in Canvas offers the option to auto-dial the desired number: by combining this with a ‘fake’ click to call button that redirects to a ‘Thank you for calling’ page, with said auto-dialler on, you are able to get an impression of the number of conversions. However, the most concrete method of recording the number of calls is to use a number specific to the campaign.
Click-to-call buttons on your mobile sites enables you to utilise the main reason people carry a phone; to easily talk to a real person.