Without doubt, mobile search is on the rise and local search is predominantly conducted through mobile devices. Research now revealed that consumers do like the presence of a click to call button on websites which actually increases the click through rate and overall improves the brand perception. Being able to call a business is still very much important, as through the call option, a business becomes more transparent (SearchEngineWatch 2013).
CALLING A BUSINESS
A new research conducted by Google revealed that 70% of mobile searchers actually click on a call button when accessing search results relating to a business. This is very interesting, as it demonstrates the importance of a call feature. When looking at the difference between consumers researching or with an intent to buy, Google’s study revealed that for 52% of consumers researching through a mobile search calling was important, whereas for 61% of consumers that are ready to buy want the call option.
CALLING AND TOURISM
For tourism related mobile searches, 49% of consumers would actually call the business and when it comes to restaurants, 44% of consumers would call. This is very interesting and demonstrates the need to have a call centre or trained staff that can accommodate consumers when calling the tourism organisation. Although the world is increasingly moving online, calls still seem to be of particular importance for consumers conducting local searches. Why are calls still so important? Most calls generated through Google ads actually last longer than 30 seconds and purposes for these calls after a mobile search vary. 59% of consumers calling a restaurant after doing a mobile search want to find out about the restaurant’s opening hours. Very often, consumers rather call the restaurant than trust the opening hours displayed online. 47% of consumers call to make a reservation in the restaurant and 49% enquire about a restaurant’s availability and booking information.
Interestingly, the lack of a call button would actually lead to frustrations by consumers and many would actually simply move to another brand instead. The option of a call to the businesses is beneficial for organisations and should not be underestimated - even in this digital era, a personal voice or touch is still highly desired by consumers. However, for consumers in a different country, language issues might result in consumers not wanting to call or businesses answering not being able to provide information.
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