Callback from the site is a modern online marketing tool for connecting a site visitor with an organization. It was originally a solution for online stores , later it was used by many sites of a commercial orientation. The service works to attract new and maintain loyalty of regular customers, thereby increasing the company's sales.
Content
Principle of Operation
The technology algorithm is based on an analysis of a number of static and dynamic factors aimed at showing a window with a proposal to enter a phone number at a time suitable for the client. The user indicates the phone number and after a time period specified by the company, the system itself connects the potential buyer with the sales manager. Also, some widgets have fields for entering a name and time convenient for conversation [1] . The callback service implies the ability to connect to the company’s subscriber in such a way that his outgoing call is charged by the operator as an incoming call, which allows making communication free of charge for the client.
Callback technology is built on the principle of a switch . Subscribers are connected through an operator making an outgoing call to the caller’s phone, while simultaneously connecting it to the dialed object — by specialists of the representative office or company.
To install the tool, you need to insert the technology script into the organization site code. To use the callback system, additional equipment is not required.
Advantages and disadvantages
The main advantages of callback widgets are increased website conversion , increased sales, reduced bounce rate and help customers figure out the product. This technology shows the company's openness and readiness for dialogue with the consumer, stimulates the site visitor to leave their phone number for communication and provides a stream of calls from new customers. In addition, a callback from the site allows you to save potential customers waiting time and increase loyalty due to a free connection. However, there are drawbacks to this service. According to Evgeni Vlasov, Calltouch CEO, “pop-ups for Callback services have become ubiquitous and therefore in themselves cause negative feedback from users,” but such a tool “stimulates the site visitor to perform a targeted action”, which has a positive effect on conversion. Inna Alekseeva, Director General of PR Partner Agency, also notes that there are “a lot of irrelevant calls” from job seekers or random people who visited the site and were not going to order any services. The misuse of callback services by managers of various companies is also noted (in order to offer cooperation) [2] .
Notes
- ↑ Babaev A. B., Evdokimov N. V., Bode M. M. Website development. - SPb. : Peter, 2014 .-- S. 172-173. - 300 s. - ISBN 978-5-496-00933-1 .
- ↑ Callback - what is good and what is bad. Expert Opinions
Literature
- Fedotova M.G. Communication management . - Omsk: Publishing House of OmSTU, 2007. - 76 p.
- Brizhasheva O. V. Marketing of trade . - Ulyanovsk: UlSTU, 2007 .-- 170 p.
- Bogdanova O. Yu. Marketing Psychology. - Chelyabinsk: Publishing house of SUSU, 2002. - 66 p.
- Paul R. Timm. 50 powerful ideas you can use to keep your customers. - Career Press, 2002 .-- 158 p. - ISBN 1564145999 .
- R. Jay. Low Cost Marketing = Marketing on a Budget. - SPb. : Peter, 2003 .-- 240 p. - ISBN 5-94723-268-5 .
- Harvey Mackay. How to survive among sharks. - Ufa: Academy of Management, 1993. - 367 p. - ISBN 5-282-01701-6 .
- Philip Kotler. Marketing A to Z = Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know. - M .: Alpina Publisher, 2017 .-- 211 p. - ISBN 978-5-9614-5717-9 .
- Tereshchenko V. M. Marketing: new technologies in Russia. - SPb. : Peter, 2001 .-- 416 p. - ISBN 5-318-00288-9 .
Links
- PC Magazine Encyclopedia