Experiment: Does “Click-to-call” Improve Call Quality?

call quality

The customer is in the insurance industry and website visitors are invited to call an agent in their contact center.

What would you expect to happen:

  • Will the number of calls go up or down?
  • Will the call be more valuable or less?

On the one hand, it would seem obvious that adding an extra step to reveal a phone number adds friction. So surely that would deter some people and reduce the number of callers? Maybe the people who do call are more likely to buy.

On the other hand, psychologists tell us that people making micro-commitments are more likely to follow that up with a bigger commitment. So maybe that means visitors will be curious to see what is behind the button, and then — to be consistent — call that number.

Let the data decide.

The Experiment

The customer’s original call to action just displayed the phone number. This was our control that we compared to three alternative treatments. The treatments hid or partially hid the phone number until the visitor clicked on a button.

The experiment ran for a week and 11,600 unique website visitors sessions were randomly and evenly split across the four versions.

Result 1: Call Quantity

Hiding the phone number, increased the number of calls over 1 minute by 11%. Partially hiding the phone number, decreased the number of calls by 24%.

Result 2: Call Quality

The customer knew that calls over 1 minute were people most interested in buying. So we analysed the calls over 1 minute as a way to measure call quality.

Partially hiding the phone number, had almost no effect on the number of calls over 1 minute.

Hiding the phone number, increased the number of calls over 1 minute by 32%.


For this insurance customer, adding a “Click-to-call” button is beneficial. There is a very high level of confidence that both the quantity and quality of calls are higher.

There is an additional benefit. Only showing Freespee dynamic phone numbers to visitors that click the button is much more efficient. Numbers are only allocated numbers to the visitors who have shown an interest in calling.

Your results may vary. Even if it seems counter-intuitive to you, try this experiment for yourself and see for yourself what effect “Click-to-call” will have.

Click-to-message ads: Google enables conversational commerce through SMS

Yesterday we made a post regarding Google’s announcement of their new feature that is enhancing their mobile Adwords offering: click-to-message ads. It provides an easy way for consumers to message brands through an ad extension, launching the SMS app with a pre-written message tailored to the relevant product or service.

Consumers’ preference to contact brands via messaging solutions is on the rise

According to Google, 65% of consumers would like to use messaging in order to connect with brands and receive information about a product, service or schedule an appointment.

Google’s click-to-message ads allow marketers to connect their consumers with a sales agent in a real-time and personal manner. By embracing these conversational channels you can offer consumers an instant response and increase scalability by enabling your sales agents to handle multiple conversations.

Let’s look at their travel industry testimonial

Gabe Thayn, Director of Search Marketing at TravelPASS Group, a travel tech provider, says:

“Click-to-message ads have proven to be a great way to help pre-qualified customers start the hotel reservation process in a way that is convenient and easy for them. They can text an agent to get questions answered, continue the conversation on their own timetable, and trade booking information before completing the final checkout over the phone or on our website. It’s a seamless and streamlined process that helps increase brand trust. The conversion rate on message extensions is 41% higher compared to other ad extensions.”

So, are you ready for conversational commerce?

Regardless of your industry, your consumers want to have a conversation:

  • Travel – Booking a room or reservation
  • Insurance – Requesting information about a quote
  • Automotive – Booking a test drive
  • Banking – Booking an appointment
  • Utilities – Requesting a comparison quote

What does this mean for you? Why is it something to get excited about?

Simple. Freespee is the only conversation cloud that offers you a layer between your customers and their conversation channels. We give you visibility, control and personalisation through automated real-time messaging across your text (email, sms, form, chat, app messages) and voice channels (calls).

With the Freespee conversation cloud you can now manage all call and text conversations your customers are having with your brand today across your desktop, mobile web, and mobile app. To find out more, contact us to schedule a demo.

Google’s latest Adwords tool highlights the importance of comprehensive ad-to-call tracking tools

Yesterday, Google announced the launch of its latest AdWords tool, Website Call Conversion. This latest addition joins a number of new products that allows advertisers to link ads and phone calls that has launched over the last year including click-to-call ads, call metrics, and calls as conversion. The way Website Call Conversion works is that every time a user clicks on the ads and is directed to a merchant’s website, they will see a dynamically generated phone number that is linked to those ads. When potential customers click on or call the number, the call itself will be automatically linked to the ad the customer had seen. This allows brands to more easily track which ads has led to phone calls. The important thing to remember here is that Google AdWords only measures approximately 25% of traffic on most brand websites. The remainder of the traffic comes from other channels which is why tracking phone calls to individual ads and users are of utmost importance in order to generate high data accuracy. By providing our clients with Freespee software we are able to allow them to track conversions based on the whole customer journey, not just those that are the result of Google AdWords. Nonetheless, this marks an exciting time for us, as it shows that people are becoming increasingly aware of the need to connect their data in order to see the bigger picture.