Click-to-call is a digital communication feature that enables a voice connection between two parties through a single interaction with a link or button. Also known as click-to-talk or click-to-dial, this technology allows customers to connect with company representatives instantly while browsing a website or using an app.
Entity tracking
- Click-to-Call: A digital communication feature that enables a voice connection between two parties through a single interaction with a link or button.
- VoIP (Voice over Internet Protocol): A technology that enables voice calls over an internet connection rather than a traditional phone line.
- API (Application Programming Interface): A set of protocols for building software that allows different systems to communicate, such as connecting a website to a phone system.
- CRM (Customer Relationship Management): Software used to manage interactions with customers, often integrated with calling tools to track data.
- Screen Pop: A feature that automatically displays a customer’s record or profile on a representative's screen when a call is connected.
- Softphone: A software program used to make telephone calls over the internet using a computer or mobile device.
- Callback: A process where a user enters their phone number on a web form and receives an immediate outbound call from the company.
What is Click-to-Call?
Click-to-call removes the need for manual dialing by converting phone numbers into clickable links. For customers, it is an easy way to move from digital browsing to a live conversation for sales or support.
For employees, click-to-call is often used within CRMs and browser extensions to increase efficiency. Instead of typing numbers into a desk phone, representatives click a record on their screen to initiate a call through their cloud phone system.
Why Click-to-Call matters
Integrating voice options into digital platforms addresses the preference many users still have for human interaction.
- Higher engagement: [88% of website visitors are more likely to contact a company that provides a click-to-call button] (Twilio).
- Improved sales performance: [Adding a click-to-call button can lead to a 200% increase in call-to-conversion rates] (Twilio).
- Mobile optimization: [On mobile devices, 70% of users choose click-to-call to connect via voice compared to only 30% who choose text chat] (Twilio).
- Operational efficiency: Eliminates manual dialing and reduces input errors for sales and support teams.
- Better customer data: Integrations allow representatives to see customer context, such as the page they are visiting, before the call begins.
How Click-to-Call works
There are two primary methods for establishing a connection through click-to-call.
Within a browser or app
The user clicks a button and a voice call initiates directly from the application using VoIP. The call travels over the internet rather than a phone line. This is commonly used in scenarios where users want to keep their phone numbers private through masked numbers.
Callback requests
A user enters their phone number into a web form. An HTTP request then triggers the system to call the user and an agent simultaneously to connect them. This often passes contextual data to the agent so they know who is calling and why.
Best practices
- Prioritize mobile users: Ensure buttons are prominent on mobile versions of your site, as mobile users are significantly more likely to use voice features than desktop users.
- Sync with your CRM: Use tools that provide screen pops to show an agent the caller's history instantly. This prevents the need for customers to repeat basic information.
- Automate call logging: Choose systems that automatically log the duration and details of the call in your CRM to keep records accurate without manual entry.
- Offer channel variety: Provide both text chat and click-to-call options. Data shows that while mobile users prefer calls, desktop users often favor text.
Common mistakes
Mistake: Requiring users to manually copy and paste numbers. Fix: Use a browser extension or API that automatically detects telephone numbers on any web page and turns them into clickable links.
Mistake: Failing to provide context to the agent. Fix: Implement a system that passes the customer’s name and current web page to the representative during the call setup.
Mistake: Using traditional phone lines for high-volume outbound calling. Fix: Adopt VoIP-based systems or softphones to reduce costs and allow agents to call directly from their computers.
Examples
- Account Support: Converge ICT provides a click-to-call channel on their website where customers can click to check account status, report outages, or talk to an agent using their data connection.
- Privacy-Protecting Connections: Airbnb uses a click-to-call application that allows hosts and guests to call each other through the site while keeping personal phone numbers hidden.
- Sales Efficiency: A representative using Salesforce clicks a "call" icon next to a lead's name. The system dials the lead and automatically opens a new ticket or activity log for the agent to take notes.
FAQ
Does click-to-call require a traditional phone line? Not necessarily. Many systems use VoIP to connect calls over the internet. However, some systems dial a physical desk phone after the user clicks the link on their screen.
How does an agent know who is calling? When integrated with a CRM, systems use "screen pops." This identifies the incoming number and displays the matching customer profile and history on the agent’s desktop browser instantly.
Can I use it with my existing help desk software? Yes. Most click-to-call extensions and APIs are designed to work with major platforms like Zendesk, Zoho, Salesforce, and SugarCRM.
What is the difference between click-to-call and a callback? Click-to-call typically initiates a call immediately through the browser or a linked phone. A callback involves the user providing their number first, after which the system calls them and an agent.
Is it expensive to implement? Costs vary. Some API-based services charge per minute and have no sign-up fees, while browser extensions may be free for customers of a specific cloud phone platform.
