Convert More in E-commerce with Pay Per Call

Online shopping moves quickly, but not every customer is ready to buy without a bit of extra support. Sometimes, getting answers from a real person is what helps them feel more confident about the purchase. Pay Per Call adds that human touch to your e-commerce strategy, turning phone conversations into higher conversions and better customer experiences.

In this post, we’ll explore how Pay Per Call works for online stores, when to use it, and how to build a setup that drives results for your business.

How Does Pay Per Call Work for E-commerce?

In e-commerce, Pay Per Call is a way to connect with high-intent customers at the right moment in their buying journey. Customers who pick up the phone are usually more committed. They’ve browsed, they’re interested, and now they just want confirmation before taking action.  E-commerce businesses can implement Pay Per Call by:

• Placing unique tracking phone numbers on their websites

• Including call extensions in their digital ads

• Partnering with affiliate marketers who drive calls

• Creating call-only campaigns for high-value products

Why Phone Calls Still Matter in Digital Shopping

It might seem like phone calls don’t belong in a digital business, but for many e-commerce brands, calls remain one of the most effective ways to close a sale. Here’s why:

1. Complex Purchase Decisions

When a customer is buying something with complex terms or multiple options, a quick chat can save time and confusion. With auto insurance, for example, people often want to make sure they’re choosing the right coverage or getting the best deal. Talking to someone who knows the product gives them clarity and confidence.

2. Trust Building

Hearing a knowledgeable, friendly voice creates a sense of security. Customers are more likely to follow through on a purchase when they feel like they’ve been heard and understood. That kind of human connection builds trust in ways a website alone can’t.

3. Immediate Problem-Solving

Shoppers often abandon their carts when something doesn’t make sense or a small issue arises. A visible phone number, especially during checkout, gives them a fast way to get help rather than leaving the site entirely. Often, that one call saves the sale.

What Are the Benefits of Pay-Per-Call for E-commerce Businesses

Incorporating Pay Per Call into your e-commerce strategy offers more than just a new way for customers to reach you, it creates a high-impact touchpoint that can drive serious results.

1. Higher Conversion Rates

Calls come from customers who are already engaged and often ready to make a decision. Unlike casual website visitors, callers have specific questions or concerns they want resolved before buying. These conversations frequently lead to purchases, making this channel one of the most conversion-efficient in digital commerce.

2. Increased Average Order Value

Speaking with a real person opens the door for personalized recommendations. Your team can introduce premium options, explain the benefits of upgrades, or suggest add-ons that make sense based on the customer’s needs. Instead of focusing on price alone, the conversation naturally leans toward value.

3. Better Customer Insights

Every phone call is a direct look into what your customers are thinking. You’ll hear what confuses them, what matters most, and what influences their buying decisions. This feedback is incredibly useful for optimizing your website, refining your marketing messages, and improving product presentation.

4. Competitive Differentiation

When people know they can call and speak with someone helpful, it adds credibility. It shows that your brand is responsive and cares about getting things right. That kind of experience builds loyalty and word-of-mouth value.

Setting Up an Effective Pay Per Call Campaign

If you're ready to bring Pay Per Call into your e-commerce strategy, setting it up the right way is key to making it work. Here’s a step-by-step breakdown to get started:

1. Identify High-Value Call Opportunities

Not every product requires phone support. Focus your Pay Per Call efforts on:

• High-ticket items with significant profit margins

• Products with complex features or specifications

• Items that often generate pre-purchase questions

• Categories with historically high cart abandonment rates

By targeting the right products, you ensure your phone team's time is spent on conversations most likely to generate revenue.

2. Choose the Right Technology

Implementing Pay Per Call requires specific tools:

• Call tracking software that assigns unique phone numbers to different marketing channels

• Call recording capabilities for quality assurance and training

• CRM integration to track the customer journey from call to purchase

• Analytics dashboards to measure call performance metrics

The right technology stack makes campaign management and optimization much simpler.

3. Train Your Team Effectively

The people answering your phones represent your brand. Invest in comprehensive training that covers:

• Product knowledge and technical specifications

• Common customer questions and effective responses

• Upselling and cross-selling techniques

• Objection handling skills

• Conversion-focused conversation flows

Remember that these team members aren't just order-takers—they're sales consultants guiding customers toward the right purchase decisions.

Optimizing Your Landing Page for Phone Calls

Landing pages are often the first touchpoint in a Pay Per Call strategy, and they can make or break your results. Unlike general website pages, these are built with one clear goal: getting the visitor to call. A well-optimized landing page removes doubts, builds confidence, and leads visitors to take action by picking up the phone.

1. Make the phone number impossible to miss

 Place your number at the top of the page, ideally next to a strong call to action like:

• Speak with an expert now
  

• Call for personalized recommendations
  

• Get your questions answered today

2. Keep the design focused and distraction-free

Landing pages should guide users toward calling, not browsing. Remove unnecessary links or navigation, and focus on clear messaging that highlights the value of speaking to someone directly.

3. Use trust-building elements

Include testimonials, trust badges, or simple guarantees. Reinforce that the caller will get helpful, real support; this makes clicking that call button feel worth it.

4. Prioritize mobile usability 

Most visitors will be on their phones, mobile marketing is constantly evolving. For mobile optimization, your landing page should load fast, include click-to-call buttons, and present CTAs in a visually prominent way.

Measuring Success: Key Metrics for Pay Per Call

Success with Pay Per Call is about the quality of those calls and the revenue they drive. Tracking the right metrics helps you refine your campaigns and scale what works. Here are the key metrics to monitor:

1. Call Quality Metrics

• Call duration: Longer calls typically indicate engaged conversations

• Call abandonment rate: How many callers hang up before speaking with a representative

• First-call resolution: Whether customer needs are addressed without requiring follow-up

• Peak call times: When most customers are calling, which helps with staffing

 2. Conversion Metrics

• Call-to-purchase rate: What percentage of calls result in orders

• Average order value from calls: How much callers spend compared to website-only customers

• Return on ad spend (ROAS): Revenue generated relative to the cost of driving calls

• Cost per acquisition (CPA): How much you spend to acquire each customer through calls

When Does Pay Per Call Work Best in E-commerce? 

Pay Per Call doesn’t need to be used across your entire store. It works best when applied to products or categories that benefit from personal guidance and real-time support. Here are a few situations where it works best:

• High-consideration purchases: When a product involves a lot of thought—due to cost, features, or long-term commitment—people often prefer talking to someone before buying.

• Customizable or complex products: If your product requires configuration or has many variations, a quick phone conversation can help customers make the right choice faster.

• Technical or regulated items: Products that involve compliance, installation, or policy details often lead to questions that are easier to handle over the phone than by email or chat.

Integrating Pay Per Call with Your Broader Marketing Strategy 

Pay Per Call works even better when it’s integrated with the rest of your marketing strategies. It’s not a standalone tactic, it should fit naturally into your overall marketing plan.

• Use remarketing to recover interest: Run ads targeted to cart abandoners or product page viewers that highlight your phone support. A simple message like “Still have questions? Call now” can bring them back.

• Add call CTAs to your email flows:  In post-visit or post-click emails, offer a direct way to talk. It’s especially helpful in abandoned cart emails or when promoting high-value items.

• Showcase real experiences: Use testimonials from customers who called and had a great outcome. This builds trust and shows that calling leads to real help.

• Align with content strategy: Add phone prompts in blog posts, buying guides, or comparison pages where readers may feel overwhelmed. Invite them to “call for advice.”

Grow Your Pay Per Call Campaigns for E-commerce with UNiK360

If you’re ready to bring Pay Per Call into your e-commerce strategy, you need to have the right tools. At UNiK360, we’ve created an all-in-one platform that supports every part of your campaign, from landing pages and automations to follow-ups, training, and creative content. 

With over 25 tools included in one subscription, UNiK360 helps you set up, run, and scale high-converting Pay Per Call campaigns with clarity and control. Try UNiK360 now and turn more calls into conversions.

FAQs About Pay Per Call for E-commerce

Do phone calls really convert better than online leads?

Yes. Calls often come from more committed buyers and typically convert at a much higher rate than form submissions or clicks alone.

Can I track the ROI of Pay Per Call campaigns?

Absolutely. With the right tools, you can track where each call came from, how long it lasted, what it led to, and how much revenue it generated.

What tools do I need to run a Pay Per Call campaign?

You'll need call tracking software, CRM integration, landing pages with CTAs, and a trained phone team. Platforms like UNiK360 bundle these tools into one system for easier setup and management.