Is a phone number prevalent during checkout?

Just knowing there is someone available IF you need to talk to them regarding your order is often all a shopper wants to know. They may never actually pick up the phone and make an order or ask a question to the expensive call center rep, but the assurance they could is the difference between a purchase and an abandoned cart. 2 out of every 3 Top 100 online retailers display a phone number during the checkout process. We suspect this has much to do with the origins of the business as much as anything else. Those that were founded as or have active call-centers for catalogs are likely to take advantage of phone number prominence, while those with bricks-and-mortar roots may not. The displaying of a phone number does not appear to have a material effect on conversion rates within the Top 100 retailer group however.

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