New research shows consumers have a 45% higher recall of vanity 800 phone numbers than web addresses. The independent survey of 1,000 consumers tested recall of vanity 800 numbers and URLs in advertising, and uncovered consumers’ intended actions when visiting an advertiser’s web site. Study results suggest that advertisers will benefit from featuring a memorable toll-free number in addition to listing a web address in their advertising campaigns.
The majority of consumers surveyed cite “Research the Advertiser” and “Research the Competition” as their first steps when visiting an advertiser’s web site. An examination of multiple industries (auto, home improvement, education and health care) reveals that as many as 40% of consumers research an advertising company’s competition as their first step once they move on from an advertiser’s web site.
“The results suggest that advertisers who use their web sites as the exclusive consumer response tool risk losing potential customers right from the start, with about a fifth of consumers citing ‘research the competition’ as their first step. And, fewer than 10% state that they would communicate with the advertiser as their first step,” says Laura Noonan, Vice President of Marketing with 800response. “If companies aren’t including a phone number in their ads, then they are losing that valuable direct communication with consumers who are already beyond the research phase and ready to buy,” says Noonan.
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