Website Click-to-Call

Website Click-to-Call

Connect customers to your contact center the moment they need help—without making them leave your website to find a phone number.

The Customer Journey Problem

Picture your customer's current experience:

They're on your website trying to complete a purchase, understand a product feature, or resolve an issue. They have a question. They scroll to find a phone number. Maybe they find it in the footer. Maybe they don't.

If they do find it, they pick up their phone, dial, navigate your IVR menu, maybe wait on hold, and finally reach an agent. By then, they have to explain everything—what they were looking at, what they were trying to do, what their question is.

Meanwhile, you've lost all the context of their website journey. Your agent is starting from zero, and your customer is starting frustrated.

How Click-to-Call Changes This

With browser-based click-to-call, you place a button directly on relevant pages—product pages, pricing pages, checkout flows, support sections.

Customer clicks the button. Their browser asks permission to use their microphone (one-time prompt). Within seconds, they're connected to an agent.

The agent sees what page the customer was viewing. The agent knows which product they were looking at. The agent has context. The conversation starts from a place of understanding rather than confusion.

And the customer never left your website.

Where This Makes the Biggest Difference

E-commerce and retail:
Customers shopping for complex products (electronics, appliances, furniture) often have questions before purchasing. Making them call means they abandon the purchase flow. Click-to-call keeps them engaged. One online retailer saw a 23% reduction in cart abandonment after adding click-to-call to their checkout process.

Financial services:
Someone researching mortgage options on your website has questions. They're comparison shopping. If you make it easy to talk to someone right now, you capture that customer. If you make them work for it, they go to the next website. A mortgage lender we work with increased quote-to-application conversion by 31% with strategic click-to-call placement.

Healthcare:
Patients trying to understand insurance coverage, find a specialist, or schedule procedures need guidance. Click-to-call from symptom checkers, physician directories, or appointment pages reduces confusion and increases completed appointments.

B2B and enterprise sales:
Business buyers researching solutions want to talk to someone who understands their needs. Adding click-to-call to your solution pages, pricing pages, and case study pages turns passive browsers into active conversations. A SaaS company saw 40% more qualified leads by adding click-to-call throughout their product comparison pages.

Technical support:
Customers already on your website looking at documentation or troubleshooting guides need a seamless path to human help when self-service isn't enough. Click-to-call from knowledge base articles captures the support request before they get frustrated and leave.

Smart Implementation

Not every page needs a click-to-call button. Strategic placement matters:

High-intent pages:
Pricing, checkout, product configuration, application processes—places where customers are deep in consideration or transaction.

High-friction pages:
Complex product comparisons, technical specifications, compatibility checkers—places where customers often get stuck.

High-value pages:
Enterprise solution descriptions, premium product pages, large purchase flows—places where the revenue per customer justifies immediate human intervention.

Abandonment prevention:
Exit-intent triggers can present click-to-call as a last-chance offer before a customer leaves. This works particularly well on pricing and checkout pages.

Context-specific routing:
Different buttons can route to different teams. A button on a product page routes to sales. A button on a support article routes to technical support. A button on account pages routes to customer service.

The Cost Equation

Traditional customer phone calls cost you money in toll-free charges—especially for international customers. If a customer calls from Europe or Asia, you're paying international toll-free rates that can exceed $1 per minute.

WebRTC calls from your website cost you nothing in phone charges. The customer uses their internet connection. You use your existing contact center infrastructure. The call is free.

For organizations with significant international customer bases, this alone often justifies the entire WebRTC implementation.

What About Mobile?

Click-to-call works on mobile browsers too. Customer browses your mobile site, taps the call button, grants microphone permission, and they're connected.

This is particularly powerful for location-based services. Customer searches for "tire installation near me," lands on your mobile site, sees their distance to your location, and clicks to call for an appointment—all without leaving the page.

Privacy and Permissions

The first time a customer clicks to call, their browser will ask permission to use the microphone. This is a browser security feature that can't be bypassed.

Some customers will deny permission, either because they don't understand the prompt or because they're privacy-conscious. When this happens, you should provide a fallback—display your phone number so they can call traditionally.

In practice, most customers who reach the point of clicking to call are motivated enough to grant permission. Denial rates are typically low (10-15%).

Measuring Impact

The metrics that matter:

Conversion rate improvement:
Compare conversion rates on pages with click-to-call versus pages without. You should see measurable lift on key conversion points.

Time to connection:
Measure how long it takes from button click to agent answer. This should be dramatically faster than traditional call routing through IVR.

Call context utilization:
Track how often agents use the website context information. Are they actually benefiting from knowing what page the customer was on?

Cost per customer interaction:
Calculate your cost per web-originated call versus traditional phone calls. Factor in toll-free charges, IVR costs, and average handle time.

Customer satisfaction:
Survey customers who use click-to-call versus traditional calling. Satisfaction is typically higher because of reduced friction and faster resolution.

Technical Implementation

From a website perspective, implementation is straightforward. You add a JavaScript snippet to your pages (similar to adding analytics code) and place call buttons where needed.

The Expertflow platform handles all the complexity of routing the WebRTC call into your contact center infrastructure.

Your IT team needs to ensure that your website has HTTPS enabled (required for WebRTC). If you're still running HTTP anywhere, this is your motivation to complete that SSL migration.

Common Questions

"Will this increase our call volume too much?"
It depends on your current customer experience. If customers currently struggle to find your phone number, yes, you might see volume increase—but these are customers who wanted to reach you anyway. More commonly, you'll see a shift from email and chat to voice, because voice becomes more accessible.

"What happens if all our agents are busy?"
Same as with any phone call—the customer enters a queue. You can set up the experience to show estimated wait time, offer a callback option, or present alternative self-service paths.

"Can we restrict this to certain countries?"
Yes. You can geofence your click-to-call buttons based on IP location if you want to limit availability to regions where you can provide support.

"How do we prevent abuse or prank calls?"
Several options: require email verification before allowing calls, implement CAPTCHA on the call button, use fraud detection services to identify suspicious patterns, or simply log and monitor usage.

Getting Started

Most implementations follow this path:

1. Pilot on high-value pages - Start with 2-3 strategic pages where impact will be measurable

2. Measure baseline - Establish conversion rates and customer behavior before implementation

3. Deploy and test - Add click-to-call and ensure routing works correctly

4. Measure impact - Run for 2-4 weeks and analyze results

5. Expand strategically - Roll out to additional pages based on pilot learnings

Want to see what this looks like on your actual website? Contact us to request a demo.