People accomplish a variety of tasks via phone calls. Some call to check for business hours, schedule an appointment, make a reservation, inquire about availability or booking information, compare pricing, check for incentives or deals, or simply to get directions and local information. As a result, a click-to-call action (CTA) functionality is important during the research and purchase phases.
According to a recent Google survey report conducted in the month of July 2013, price was seen as an important factor in determining whether a consumer prefers to call before making a purchase. On the other hand, a lack of a call-to-action button can damage consumers’ perception of a business. On average, 40 million calls are driven by Google ads each month.
The above survey conducted on behalf of Google by Ipsos, local services consumers were 69% more likely to call if the capability was available in a smartphone search result. Auto consumers were rated at 60%, tech at 51%, travel at 49%, finance at 47%, restaurant at 44% and retail consumers at 37%.
Click-to-Call options in mobile search results can be implemented on organic mobile search results or on mobile search ads. When placed on a search result or on a search ad, consumers will simply need to tap on the call button directly on the search results page to reach the business.
It is important to ensure the call button is visible since this is one of the most used features on a mobile search page. 61% of mobile searchers state that click-to-call is most important in the purchase phase of the shopping process, and if a business does not have a phone number associated with its search results, they will be more likely to explore other brands.
If a business does not have a phone number associated with their search results, mobile searchers will more likely explore other brands.
Implications of Adding Call-to-Action Buttons
CTA call extensions help you gain access to call specific reporting metrics such as call duration and caller area codes. They can also be used to implement call scheduling so that the calling feature only shows up at times when its strategic for business.
Below is a breakout for each vertical:
1. Travel: Did you know that 58% of hotel reservation consumers would be extremely or very likely to call if the call capability was available in a smartphone search? For car reservations, this figure is at 60% and for airlines, it stands at 30%. The ability to place a call was also found to be most important during the purchase phase with more than half looking to place calls to make changes to their reservations/booking in all categories. 44% of car, 52% of hotel, and 35% of airline searchers would prefer making a call to schedule an appointment or make a reservation.
2. Restaurant: Did you know that half of those searching for quick service dining would be likely to place a call from a search? During the research phase, where they actively look and research restaurant plans by looking at menus, prices, reviews etc., about 39% of those searching for fine dining and 40% of those searching for a quick service are likely to place a call. Over 60% would actually be willing to make a purchase/transaction over the phone.
3. Finance: Did you know that about 6 in 10 searchers for bank account information would place a call from search if given the option? In addition, 45% of consumers looking to invest and 41% of consumers looking for insurance would extremely/very likely place a call if the capability was available in smartphone search. 68% would also consider making a call very important during the research phase prompted or triggered by a specific event. 55% of bank customers, 61% of investment, and 53% of insurance customers would also make a call when they need to make changes to their accounts.
4. Retail: While retail search calls are the least likely to be placed, interestingly, about half of those searching for home goods would place a call if the capability was available. 48% consider the call option very important during the research phase for home goods and 38% for apparel. Overall, 56% of home goods consumers and 63% of apparel consumers would call to check for business hours.
5. Technology: Did you know that about half of those searching for tech products/services would likely place a phone call with 56% of tech services and 46% of electronics consumers being very likely to call if the capability on a smartphone search was available? Up to 57% of tech services and 50% of electronics consumers consider the call option very important during the research phase of decision making. 55% of tech services and 51% of electronics consumers would call directly from a search to check for the business hours.
6. Local Services: 72% of professional services searchers and 66% of local home service searchers are very likely to call if the capability was available in smartphone search. This makes this vertical have the highest likelihood of placing calls from search. 65% of local professional services searchers and 62% of local home services searchers consider the call feature extremely important during the research phase prior to making a purchase decision. Overall, 76% of local professional service searchers and 71% of local home service searchers are likely to make a call to schedule an appointment / make a reservation. On the other hand, 65% of professional service searchers and 56% of home service searchers on a local level are likely to call when checking for the business hours.
76% of local professional service searchers and 71% of local home service searchers are likely to make a call to schedule an appointment / make a reservation
7. Auto: Over half of auto searchers would be very likely to use click-to-call for parts/services or vehicles. 60% of used cars, 62% of parts/services, and 55% of new car searchers would be very likely to call if the capability was available. Overall, 50% of new vehicle, 57% of used vehicle, and 64% of auto parts/services searchers are very likely to call to check for the business hours.
The survey also found that up to 70% of mobile searchers have used the call button with the frequency of needing to directly call a business from the mobile search results standing at 39%. Quick answers and real-time feedback were also found to be the leading motivations for using click-to-call.
Calling a business beats using a website or other means when you need a quick answer. Over half would also call if they need to talk to a real person or if they need more information that a website cannot provide.