One in three online shoppers prefer to speak to an adviser on the phone before buying, research claims

One in three online shoppers still prefer to speak to someone on the phone before completing a purchase, according to new research.

Conversions: Customers often call before buying online

A survey of more than 2,000 UK consumers and interviews with 250 marketing managers commissioned by ResponseTap showed that the telephone medium is important for shoppers who buy online, with 57 per cent of people saying they had more trust in retailers that could be contacted easily by phone.

Nearly three quarters of marketing managers (72 per cent) said that more than a quarter of their sales were completed over the phone and 46 per cent said telephone conversions accounted for more than half of sales.

Ross Fobian, CEO at ResponseTap, said: “Marketers have to understand more about who is calling them, and when and why they are calling them, if they are to accurately attribute sales and make informed decisions about their marketing spend.

“We’d urge marketers to think about how they can access phone call data and integrate it into their analysis of customer journeys. Those that do this will find they can better target campaigns and ultimately increase revenues.”

More than half (52 per cent) of marketers said they didn’t have a complete view of how their on and offline marketing activity was driving phone sales.

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