Should Toll Free Numbers Be Used for E-commerce?

Advertisers who rely on the Internet to process transactions virtually may not think they also need a toll-free number (TFN), but one recent story illustrates how such bias may be a liability. In this instance, a company that specializes in payday loans, which are short-term loans or cash advances, was steadfast in their belief that [...]

Advertisers who rely on the Internet to process transactions virtually may not think they also need a toll-free number (TFN), but one recent story illustrates how such bias may be a liability.

In this instance, a company that specializes in payday loans, which are short-term loans or cash advances, was steadfast in their belief that they did not need a toll-free number. However, they agreed to test a TFN that ended in the word CASH. The result? They are now receiving literally thousands of calls per week, leads they might not have received otherwise.

When combined with enhanced call routing, the inbound leads are sent to multiple locations based upon their capacity, where capable loan consultants can evaluate the individual needs of each consumer and prescribe a solution.

It just goes to prove that some product or service categories can benefit from a higher touch approach that cannot be replicated with a web-only interface. And even though this particular advertiser relies on a familiar and credible celebrity endorser to engender trust with the consumer, it is the ability to pick up the phone and talk to a real person that is allowing this financial marketer to cash in on an entirely new stream of revenue.

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Should Toll Free Numbers Be Used for E-commerce?

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