Dale Holub

Why Callback Can Help Your Business Improve its Conversion Rate


Companies wanting to enhance customer experience (CX) often start by implementing callback. It’s a technology that slots easily into existing infrastructure and delights consumers by decreasing wait times. But callback also makes it easier for people to buy your product, improving sales conversions and beefing up the bottom line.

Callback Positions Your Company to Get the Sale

If you want to move more people from prospect to customer to repeat customer, lower the frustration factor in the buying process. People don’t want to sit in a queue or watch their emails vanish into the ether when they’re ready to buy. If required to wait, most will drop out and look for another option. But your resources are limited. It’s not always possible to respond in person immediately. Call back software bridges your resources and customer demands by offering an immediate response with a promise to get in touch at a specific time. That fast action pays off in sales. According to a study by LeadConnect, 78% of people will buy from the company that responds first. And sales calls last longer when the reps can get back to prospects more quickly. Plus, callback helps establish trust. You promise to reach out at a specific time; when you follow through on that promise, you build credit with your soon-to-be customer. Trust is one of the top drivers of initial purchases, and those first impressions can pay off in repeat business.

Callback Pulls Prospects Into the Sales Funnel

Callbacks eliminate the wait for people phoning the sales center, but most people begin their buying journey with a search engine or your website. They rely on the website to determine whether the product will solve their problems or not. But it’s not possible to predict every question a shopper may have. And if you have a complicated product, they may not be able to locate relevant information. They’ll click around a bit and bounce out to another site. Forrester Research found that nearly two thirds of online shoppers will likely not return to a website that didn’t meet their expectations on the first visit. But a callback link on the website can keep some of those leads from leaving and even pull them into a deeper relationship with your company. It quickly connects prospects to a real person who can answer questions, highlight the most significant benefits and move prospects toward purchasing.

Callback Converts Hard-Earned Leads

Companies spend budget and effort capturing leads from online ads, incentives and social media influencers. It’s not easy to attract attention these days, but once you have it, callback can help you convert it to sales. For example, if you run an ad campaign that directs people to a landing page, you can expect an average conversion rate of 2.35% according to Wordstream research. But with these campaigns, you’re relying on the landing page to do all the selling. And on average 97.65% of people just click away. However, if you add a callback link to the page, those not-quite-convinced prospects connect effortlessly to a representative who can dispel the doubts and close more sales where landing pages alone could not.

Callback Recaptures People Who Fall Out of the Sales Funnel

Recent Baymard research found that up to three quarters of shoppers abandon their carts mid-purchase. These folks haven’t necessarily changed their minds. They may have been distracted, had a last-minute question or been confused by the sales process. In an effort to bring the lapsed shoppers back, companies have been using retargeting ads that follow people to other websites like Facebook and remind them to finish the purchase. But if they click those ads and go back to the website their questions or frustrations still aren’t addressed. Including callback in a retargeting campaign opens the opportunity for people to ask questions, bypass complex purchasing forms or get the comfort of speaking with a person. In fact, offering callback during the purchase process can prevent some of those drop outs in the first place and save ad budget.

Callback Encourages Repeat Business

Repeat purchases fetch the highest margins in your business. There’s no cost of customer acquisition. All you have to do is keep your happy customer happy. And that means making it easy to buy from you over and over. Regardless of the channel people choose for repeat purchases, make sure a callback offer is always there. If they need to order by phone on the go, they won’t have to wait. If they need to make a change to a recurring order and it’s not clear how to do that online, they can talk to a person with no hassle. Whether you’re planning to deploy callback or have already done so, don’t hide it in the contact center alone. Instead, make it a central part of your sales strategy where its benefits of fast response and low frustration will attract new buyers and cultivate loyal fans.