Anything you do that reduces friction will improve conversions. You know this, and williams-sonoma.com knows this. That is why on product pages they have this prominent call-to-action—
How does this make a difference, you ask? Well, shoppers who have unanswered questions have 0% probability of converting; shoppers who have unanswered questions have 15% interest in going trough customer service hoop hell (note: it’s possible that Williams-Sonoma has little to no call wait time, but skeptical shoppers just assume they’ll be on hold a long time, thus the 15% interest in placing the call). However, when shoppers with unanswered questions are given the option of having a service rep call them (thus no wait time) their interest level spikes to 40%. This delta of 25% between 15% interest and 40% interest is what williams-sonoma.com has eliminated by displaying a Let Us Call You call-to-action.
Screenshot of popup that appears when button is clicked—
You might not have the call center headcount of williams-sonoma.com, but you can still use this tactic by displaying Let Us Call You call-to-action on select product pages (i.e. product pages that have a high visit count but low conversions or products that are higher ticket items.)
Also, you can set this as a test and measure sales generated via Let Us Call You feature. Once you know attributed sales it’s easy to determine if leaving the feature is a good idea or not.