These days buyers have more choice than ever on where to shop.  There are also more methods of shopping such as online, in store, by phone and using a catalogue.  It is because of this that it is easy for consumers to carry out a lot of research about the various products available as well as searching out the cheapest deals.  With the population spending longer than ever online and easy access to the Internet with mobile phones and tablets, it is safe to assume that much of the research is done online. 

Another useful piece of information from Harris Interactive is that 54% of people still prefer some kind of human interaction before completing a purchase.  This means that whilst consumers are researching online, they still crave the human touch, and this can be achieved through a variety of ways, including online chat or the most accessible, by phone. 

It is because of this that it is vital to make your business easy to contact by phone.  Showing a contact number clearly throughout your website allows a person to contact you easily and also gives customers more trust in your company.  Greater use of smartphones means that a lot of mobile internet searches now lead to a telephone call, so making sure your website is mobile phone friendly and making it easy for people to call your company on a mobile by utilising tools like a ‘click to call’ button makes converting an online search to a call as easy as possible for a potential customer.

Monitoring the conversion rates of these consumers that love to browse but prefer to buy by telephone can seem difficult, but it can be easily achieved by using the wide range of call tracking solutions now available.  Call tracking providers offer scalable packages so that smaller businesses can use call tracking as much as larger companies, and can show how call tracking technology can provide companies with an insight into what drives an website browser to call them, and what then drives a call into a sale.

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