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Use click-to- call buttons for complex tasks – Google PRINCIPLES OF MOBILE SITE DESIGN: DELIGHT USERS AND DRIVE CONVERSIONS User Manual

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12. USE CLICK-TO-

CALL BUTTONS FOR

COMPLEX TASKS

Offer click-to-call at points in the conversion process
that require entry of complex or sensitive information.

Participants appreciated the option to call a financial
services company to complete an action over the
phone, rather than fill out complicated forms
on their mobile device.

Key Takeaway
Offering a prominent click-to-call button

can keep users from dropping out of

the funnel when they need to provide

complex information.

Example from Progressive Mobile Site.

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