The real secret behind effective customer conversion is making it as easy as humanly possible for customers to take that next step.
And Skype may have just unlocked a major door with its Click & Call ads, supported by Marchex. Now, advertisers across the Web can have their phone numbers highlighted with a blue “Free Call” button anywhere their number is displayed online. A user can simply click to launch Skype and instantly call the business at no cost.
Now, I wish this went one step further. I wish that Skype would create a self-contained application that allowed anyone to use this service without downloading Skype software first. Because once they figure that out, Skype will become the universal communication tool online. Until then though, this is a great leap in the right direction for improved customer experiences.