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White papers have confirmed that sufficiently advanced Request-a-Call technology improves website conversion rates so much that Forrester Research reported 143% average ROI on implementing it, with $2.5 million in increased revenues over 3 years and initial payback in just 7–14 months for even the most expensive CTC systems.

CTC systems vary greatly in both price and pricing model (flat fee, cost plus, revenue share, etc.).

Indeed, modern CTC technology reportedly evolved out of its PC client-to-client roots as a direct result of consumer reluctance to download what was, then, the necessary software.

Such reluctance is familiar, and is commonly ascribed to fear of viruses and other malware.

CTC today is a clientless web to phone service, with the call taking place outside of the consumer's computer.