Web Marketer Ditches Shopping Cart to Take Orders by Phone

Radiator.com reported its conversion rate for Web site visitors to buyers has increased to 35% to 40% since it added a click-to-call feature to its online chat customer service. Its online customer conversion rate previously ranged from 1% to 2%.

An automated chat feature asks consumers a series of questions to narrow down product selection. In a final step it asks if they want to be connected to a live customer service agent to complete a purchase.

As a result of its high phone conversion rate, Radiator.com has removed its online shopping cart for processing orders.

"When we actually talk to customers we are able to offer better service, and a more pleasant and personal buying experience," said in a statement John Thys, director of sales and marketing for the Benicia, CA-based firm.