Study: 61 Percent Of Mobile Callers Ready To Convert

Click to Call googleAs a marketer if you’re not making it easy for mobile users to call you, you’re losing business. A new survey of 3,000 US smartphone users, conducted by IPSOS on behalf of Google, underscores the critical role of calls in the mobile path to purchase.

Almost two-thirds (61 percent) of survey respondents said that “click to call is most important in the purchase phase of the shopping process.” And 70 percent of respondents said they had used the “call button” in Google search results.

Mobile search ads or business listings that lack phone numbers (or click to call buttons) will see business go to competitors. Nearly half (47 percent) of mobile search users said they would “explore other brands” if they didn’t quickly find phone numbers.

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The logic is simple and relatively obvious: calls are seen by consumers as a way to get questions answered more efficiently. Mobile sites often fail to deliver against basic user information needs or can be frustrating to use (especially in an “on the go” context). Below is a graphic that shows the top reasons for calling a business.

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Ironically the top reasons for calling could be addressed by better designed mobile sites. Business hours could readily be incorporated into rich snippets (memo to Google) or prominently displayed on mobile sites, which is an argument against responsive design. Scheduling can certainly be done in a mobile environment (see OpenTable). Inventory is the potential exception that still may require human interaction.

Below is a chart that elaborates upon the above and breaks down reasons for calling by vertical:

Reasons for calling

The study also found that calls happen at strategic times in the “customer journey.” Callers are typically the most qualified leads. Accordingly marketers and businesses that don’t make it easy for “ready to buy” consumers to locate phone numbers or initiate calls from mobile search results will potentially lose out to competitors.

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The survey found that consumers are more likely to call a business for somewhat “higher consideration” items. So, in general, smartphone-based calls will tend to come from buyers who want to make larger value purchases.

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Google makes the case that whether or not consumers ultimately call, ads with call extensions see 8 percent higher click-through rates over ads without phone numbers.

There’s a great deal more information, including a deep-dive by vertical available in the report, which can be obtained here.

Related Topics: Channel: Mobile | Google: AdWords | Google: Mobile | Stats: Search Behavior | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • Michael Borger

    It’s also a trust factor. Having a phone number means you’re not afraid to speak to them one on one. It assures the viewer that…. “Well if there’s anything wrong with my online transaction, at least there’s a phone number to get help.”

  • Emma

    Business hours could [] prominently displayed on mobile sites, which is an argument against responsive design.

    How? Please clarify, as the content on a website might have design implications, but at no point does displaying particular information prevent responsive design.

  • Jon Cline

    The customer is going to draw a very quick opinion of you within the
    first five seconds of interaction in a phone call.

    Having people contact you for business hours is not necessarily a bad thing.

    If the representative giving the information to the potential customer has great communication skills, and is able to answer those person’s questions and concerns including business hours, the one who made the phone call will definitely be more willing to show up at the company’s store.

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