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Even Shopping Carts Need Click-to-call


Even shopping cart businesses can benefit from adding rich voice applications like click-to-call to e-commerce sites.

As I’ve noted before, the lowly phone call gets short shrift in the esoteric art of Web marketing. But often the one thing that would turn a window-shopper into a buyer, or a frustrated subscriber into a happy one, is a piece of information that’s not on the website — for example, “Is the device compatible with my system?” or “Can my doctor call in another refill on my prescription?” FAQs can’t possibly anticipate every question.

It’s not only a question of making it easy for customers to connect — although we all know that anything standing between impulse and action drives down the likelihood of an immediate sale.

When the call comes through your site’s click-to-call, it can carry information along with it — what visitors were looking at when they called or subscriber information. Combine that with a voice survey to get additional information for the customer service agent answering the call. And by integrating voice into the Web application, you capture all this information — and with it, insight for website improvements and better customer service, not to mention those FAQs.