For any online business, figuring out ways to stay in touch with your visitors is key to increasing conversions. Phone calls strike a perfect balance between convenience and personalisation, but it can be difficult to convince people to provide their phone numbers. A way of solving this is by implementing a feature on your site that enables them to request a callback.

What Callbacks Are (And How They Can Help You Increase Conversions)

When it comes to communicating with your site’s visitors, most people rely on email campaigns (EDMs). However, this is far from the only possible approach. For example, you could also use push notifications and even phone calls.

When it comes to phone calls, you have the benefit of speaking directly to the user. Many prefer this type of communication and find them more personal than emails or live chats. The problem is that you may not always be available to take a call, and some users could be hesitant about being the ones to initiate contact in this way.

One way to get around these issues is to implement a way for users to request a callback. This works by them giving you their phone number, at which point you can call them at a time that suits you. This feature can be highly effective for the following reasons:

  • The customer gives you their explicit permission to call them, which means the communication won’t feel like an intrusion.
  • People that request callbacks are often more primed to convert and may just need a little push to get there.
  • Speaking directly to someone can be much more effective from a marketing standpoint than emails.

Adding a feature that enables people to request a callback means you get a chance to land a client that you might not have secured otherwise. It also ensures that you’re in control of your communications at all times.


Getting visitors to share their phone numbers with you can be complicated. However, there are plugins available that add this option for them to request a callback. Once this option is used by your website visitor they know they’re in control of when you’ll contact them and why. That, in turn, can help assuage any privacy concerns they might have.

New eBook Launched have published the ebook version of Takeaway – the Sale of the Government Printing Office which coincides with the 30th anniversary of the first Government Asset Sale in New Zealand when on January 24, 1990, the Crown and Graeme Hart of the Rank Group signed a Sale and Purchase Agreement for the Government Printing Office that was to come into effect on January 31, 1990.

The signing of the Sale and Purchase Agreement was the beginning of the end of a poorly conceived sale process that was drawn out over two years. But even following the signing of the agreement it took a further 10 months before the Crown were able to fully complete their obligations which would allow Rank full management of the business. But the Agreement signed on January 24 allowed for the Rank Group to take all the profits of the business even though they had only paid a small deposit and during that time the GPO sales turnover was more than the profit the Government made on the sale of this business asset.

To make matters worse for the Crown, Rank managed to get out of paying any interest on the balance of the money owing when they offered to help finalise issues that the government departments and consultants responsible were having. This amounted to Rank saving a further $1.5 million. Rank also were able to save over $2 million off their original bid for the business following an audit after the sale. The purchase of this Government asset was the springboard that was to launch Rank into the country’s wealthiest investment business that 30 years on is worth more than the national debt reduction the assets sales programme was supposed to achieve.

Takeaway – The sale of The Government Printing Office revisits the GPO in the 1980s of change and looks at what went wrong with the sale process and the effects and aftermath the sale created for the business, that years later triggered a Commission of Inquiry due to the very poor sale result that was less than the cost of the sale process itself and led to a profitable printing, publishing and stationery business being sold for much less than it was worth.

Available now as an ebook.

See also Publishing Page

Supporting Landing Page: Labours Mistakes