Yelp today introduced a “Call to Action” feature that allows merchants to support a single type of transaction on their business listing page on the website.
“Consumers come to Yelp ready to make a spending decision and they rely on Yelp’s wealth of valuable content to find a local business to fit their needs,” wrote Vivek Patel, the company’s vice president of business products.
A storage business could allow users to reserve a unit directly from Yelp. Ticketmaster is also using the feature to sell event tickets on the website.
Yelp is selling the feature as a form of advertising, and will allow businesses to customize the transaction their listing supports.
Yelp CEO Jeremy Stoppelman indicated earlier this month at LeWeb London that the company was looking into supporting commercial transactions on the website.
The Call to Action feature works on both desktop and mobile.