This probably sounds like a no-brainer, but many sites don’t have basic contact information in a clearly visible place on their web sites. Additionally, I’ve heard test participants say in usability labs that web sites that have a clearly visible phone number are more credible.
Consider putting your toll-free phone number at the top of every page. If possible, you’ll want to repeat this at the bottom of every page, and include a linked e-mail address at the bottom of every page also. Since e-mail is not as immediate as a phone call to customer service, include some messaging with your e-mail link that sets customer expectations. For example, you may say “Contact customer service via e-mail for a reply in less than 4 hours.”
Also, it’s critical that your phone number is at the top of every page in the checkout process. Having a phone number clearly visible in checkout can help capture those customers that might not have normally completed the process.
