6 points of conversion growth or how to increase confidence using a phone on the site

On the one hand, refusing a phone on the site in 2019 seems like a logical decision, because you can place an order in the online store without a call. And for questions, there are online consultants, chat bots and social networks. This reduces the cost of communication and call center maintenance. But there is another side. About her and will be discussed in the article.

1. Should I place a phone on the site?

A survey conducted by American Express shows that 60% of users prefer to go without a phone when interacting with online stores. In case of questions, 24% find the answer on the site, and 12% in online chat. But as the problem becomes more complicated (for example, in connection with disputes or complaints about payment), 40% of users are more inclined to communicate with a real person over the phone. Another survey conducted by Google among 3,000 mobile users revealed that 47% of respondents were more likely to choose another online store if they could not directly call the company.

1.1. Phone builds trust

Most users, most likely, will not even call the specified phone number, but when they see it on the site, they have increased confidence in the online store and a feeling of security. Since the user understands that if he has any questions or problems with the order, he can call and talk with a real person at any time. Therefore, the presence of a phone forms trust.

Why is trust so important for an online store?

Online stores initially have fewer user trust points than offline stores. Because in an offline store, the buyer can physically touch the product, consider it and after that transfer the money to a living person and immediately receive their purchase. If something does not work, then return to the store and return the goods. And in the online store, the user cannot physically see what he is buying, and, in fact, entrusts his money to a faceless car, and receiving the goods later and returning it can be more difficult. This may cause some concern.

In order for the business to come to a purchase, the online store must earn trust points, so that it becomes clear that the store can be trusted and that in the end the user will receive what he paid for. It follows that trust is important. And the presence of a phone, as it turned out in the polls above, helps in building this trust.

1.2. The phone on the site increases conversion

A phone on a site increases trust, and trust has a direct impact on conversion. Flowr conducted an A / B test in which 2 versions of the site were compared (with and without a telephone). As a result, the version of the site with the phone showed a conversion higher. Of 100% of registrations on the site: 53.96% were from the version of the site with the phone. 46.04% were from a site version without a phone.


A / B test page Flowr website site with and without telephone

1.2. Other reasons to indicate the phone number on the site:

• It’s still easier for some people to call than to look for an answer on the site or in the FAQ.
• Some people believe that it will be faster to call (we’ll be honest, quite often it’s really faster).
• There is a stereotype that a company without a phone is “small”, “frivolous” or even a “one-day” company that hides its contacts.
• Bad usability of the site. For example, there is no confirmation page and it is incomprehensible that the order is finalized or not executed. Therefore, the user is easier to call and clarify.
• Some people of older generations (not millennials) are more familiar and understandable to call “the old fashioned way”.

I am sure that over time, the phone will be crowded out, because chat bots and artificial intelligence are developing rapidly, and online stores are becoming more convenient and understandable. But until this happens, it is better to leave the phone number on the site.

2. How to get a phone number

2.1. Phone Location

Phone number must be made visible. To do this, it is better to place it in the first screen, in the upper right corner. Why there? It is there that the phone hosts the majority of sites and that is where they are used to looking for it. This created a familiar user experience.


Ozon

2.2. Tips near the phone

In order to remove any doubts, indicate tips next to the phone number, this will increase the likelihood of making a call.

• The phone’s handset icon makes it easier to understand, because for someone it’s 8-800 ... it can only be a set of numbers).
• The operating time or the 24/7 icon removes doubts like "is it not too late / is it too early to call?"
• A free call in Russia is a phrase that motivates you to make a call, the trigger “It costs me nothing / I lose nothing” is activated.

re: Store (left), Euroset (right)

3. Phone number format

3.1. Federal number

A federal number is a number starting with the numbers 8-800 ... Such a number is better perceived for a number of reasons.

• Is free. Calls to numbers 8-800 ... are free for the caller (in most cases).
• Federal coverage. Numbers 8-800 ... are not tied to a specific region. You can deliver to all regions, but if you have a phone number with a city code (for example, 8-843 ...), some people might think that this is a local store and there is no delivery.
• Image component. Until recently, numbers 8-800 ... were used mainly by large federal companies, therefore companies with this number by inertia are perceived as larger.

Number 8-800 ... it is not expensive and not difficult

For someone unfamiliar with IP-telephony, it might seem that connecting a federal number 8-800 ... is an expensive monthly fee and buying expensive sophisticated equipment. But this is not so. For example, in Yandex.Telephony, Rostelecom, Mango and the Big Four mobile operators, the monthly fee is from 300 rubles per month, and the cost of an incoming call from 3 rubles per minute of conversation. At the same time, the number is connected without leaving the house, and there is also the possibility of setting up CRM to track incoming calls. You do not need to buy expensive equipment, forwarding can be configured on a mobile phone.

3.2. Landline or mobile numbers

If you have a local store or you are a rare craftsman and bake copyright perishable cakes within the same city, then it is better to indicate a landline or mobile phone number. But it is worth noting that the vast majority (91%, data from the Questionnaire ) of users in Russia are more likely to trust large international online stores or well-known stores that deliver goods around the country than local stores.


Survey data

3.3. Combining different formats of phone numbers

In the example below, the PetShop online pet store, in addition to a single number 8-800 ... determines the user's city by the IP address of a computer (or mobile device) and substitutes a phone number with the local city code. But it’s important to note that PetShop has offline stores in each of the cities.


Pethop

4. Clickable phone number

According to StatCounter , mobile traffic (smartphones + tablets) in Russia ranged from 21% to 29% during 2018. Although subjective sensations, this figure seems to be underestimated. By the way, in the world this figure has exceeded 44%, and in Asia over 60%. In Russia, a similar trend is observed. This means that sites should be accessible and convenient for mobile users. Otherwise, you can lose up to 29% of potential buyers.

One of the methods for increasing the conversion of mobile traffic is dialing by click. Because switching and dialing manually takes time and is annoying. Therefore, it is advisable to write the phone number in numbers (not an image) and make it clickable.

The number must be entered in full, including the country code (+7 ...) and the city code (495, 499, 812, 843 ...), otherwise the number will be dialed with an error and users will not be able to reach you by clicking on the number.


A phone number without a country code +7 on the website of the Petrovich building materials online store


Mobile operator Tattelecom indicates a number without a country code (+7), and an error is generated when dialing a number. Valid number: +7 (843) 2222-222

5. Request a call back

There are times when it is inconvenient for the user to talk (for example, an order is placed at night or during business hours from the office or in public transport), so for convenience it’s worth considering the inclusion of the callback order function, which is located next to the phone number.


Electrical equipment online store 220 Volts

In this case, it is necessary to enable the user to specify a convenient time for the call.


Electrical online store 220 Volt

6. Round-the-clock call reception

Plus, in the piggy bank of trust (and, as we found out above, conversions), it gives an indication of receiving calls around the clock and seven days a week. At the same time, most people are unlikely to call you at night, they often have enough information that you can call if you wish. This adds confidence in good service and the fact that you have a large company capable of maintaining a round-the-clock call center. But what if you have a small store and there is no way to put several people to answer calls around the clock? In this case, you can order a remote call center service for relatively little money (from 15,000 rubles per month), which will answer questions and receive orders at night and on weekends with the necessary scripts, and prepare reports with current orders in the morning. This is especially true if you sell nationwide,

Posted by Eduard Faysullin, Founder of Conversant.me