It is already widely recognized that search is getting increasingly mobile and increasingly localized. And it is apparent to most marketers and business owners that if their website is not accessible on a mobile device, then they are missing out on a large chunk of the market. However even though this is common knowledge, not everyone is ensuring that their websites and search ads are truly mobile friendly. One of the most common mistakes, and also one of the easiest to fix, is making sure that the number listed on your website and the number listed on a search advertisement is click-to-call. Meaning someone who sees your website on their phone can just touch the phone number, and their phone will automatically call your business.
As a marketer or business owner, if you’re not making it easy for mobile users to call you, you’re losing business as seen in a recent survey of 3,000 US smartphone users, conducted by IPSOS on behalf of Google, which highlights the vital role of calls in the mobile path to purchase.
Nearly two-thirds (61%) of survey respondents said that “click to call is most important in the purchase phase of the shopping process.” And 70% of respondents said they had used the “call button” in Google search results.
Mobile search ads or business websites in which a phone number is absent or lacks the click to call feature, will lose business to competitors who have ensured that their number is prominently displayed and can be called with a simple touch. Close to half (47 %) of mobile search users from the study said they would “explore other brands” if they didn’t quickly find phone numbers.
In short it is imperative that your website or search advertisement not only has a prominently displayed phone number that is easy to find, but that the user also has the ability to click to call.
By James Maston