eCommerce Tip #136: Get a toll free phone number, your customers will love it

Many eCommerce customers still like to talk to a real human by phone, mostly in B2B but in B2C too.

  • Get a toll free number
  • Display and highlight it on the header of every page
  • Have a competent person promptly answering every call (at least during business hours)
eCommerce: Get a toll free phone number, your customers will love it
Tip #136 – © Franco Folini

When talking about creating and managing relationships with our customers, we all think about chats, emails, chatbots, and social media conversations. We frequently forget to mention the lowest hanging fruit: the phone line! A simple toll free number, clearly visible at the top of each page, can attract a lot of new customers and can start promising new conversations.

Google has a very useful system to track phone calls originated from Google Ads called Google Call Extensions. Google is using a simple technique: you have to install a simple Javascript that, for all visitors coming from a Google ad, will replace your phone number with a Google number for all visitors originated by an ad campaign. Every time someone call that Google number, the call will be automatically redirected to your real number and Google Ads will record a new conversion for that specific campaign.

A/B testing shows an increase in conversion rate by 5% on a B2C eCommerce. The percentage would be more significant for b2B businesses.
A/B testing shows an increase in conversion rate by 5% on a B2C eCommerce. The percentage would be more significant for b2B businesses.
Millions of Calls per Month From Google Extensions (2011-2015)
Millions of Calls per Month From Google Extensions (2011-2015)

Franco Folini lives and works in the eCommerce territory, a wild area between the Kingdom of Technology and the Kingdom of Marketing. He speaks fluently the language of both realms. For many years, Franco has been helping people bridge the divide and successfully collaborate.

If you want to find out more about Franco, visit his LinkedIn profile or send him an email folini[at]gmail.com