Click-to-call - Typical Implementation

Typical Implementation

The basic form of CTC (Request-a-Call) technology currently in general use is just exactly what Request-a-Call sounds like: an end user enters her phone number through a web dialog box, then an intermediary service calls both that end user and the merchant or other respective third party, and connects the two together for an ordinary telephone conversation. It is instructive to think of this implementation as the familiar three-party call, or conference call. The user wants to talk to a website representative, so the CTC provider calls the user and the representative and then bridges the call between them in one way or another. As to cost, typically the website operator or its client pays for CTC services. It is comparatively rare for a consumer to be charged for CTC services in typical web commerce, except of course in designedly pay-per-call implementations, as may be found on adult websites or other sites with business models involving payment for media presentation. Regardless of who pays, three way calls are more expensive than 2 way calls, so the most cost effective CTC providers drop off after the desired connection is made, preventing pass through of any 3-way call charges.

White papers have confirmed that sufficiently advanced Request-a-Call technology improves website conversion rates so much that Forrester Research reported 143% average ROI on implementing it, with $2.5 million in increased revenues over 3 years and initial payback in just 7–14 months for even the most expensive CTC systems. CTC systems vary greatly in both price and pricing model (flat fee, cost plus, revenue share, etc.).