A Google study found that 61% of mobile users will call a business when they’re ready to purchase and are even more likely to call when making a high-value purchase. Plus, advertising and marketing firm BIA/Kelsey estimates that calls to businesses will exceed 169 billion per year by 2020, and a report by the firm found that these calls are 10 to 15 times more likely to generate a sale or follow-up activity than a digital form.

The takeaway? Don’t overlook the importance of providing your phone number and being responsive to inbound calls.