As eCommerce store owners, we want to make it as easy as possible for a customer to successfully purchase your product. Many times we hear of minimalist forms in the hopes of ushering a potential customer through our sales funnel. But does this really work?
Platforms like Shopify allow us to choose what we require from our customers. In this post we will explore one specific form field, the phone number field, and whether or not we should leave it hidden, optional or required.
Hint: The answer isn’t “Hidden”.
Having to enter a phone number field in order to make a purchase seems like an added point of friction for a customer who just wants to give you their money.
If you believe your product is such an impulse buy that even one extra field might cause your customer to think twice, then by all means keep this field hidden. You may also decide to have it hidden if you have no intention of calling the customer for any reason.
However, all in all, given the immense potential value that you can attain by calling up and talking to your customers, current and potential, and seeing that browsers will generally auto-fill most form fields, it seems too prudent not to require a phone number.
There is no better way to grow your business than to talk to your customers and build an authentic relationship with them.
If you are not asking for a phone number, you are discounting your ability to build a two-way relationship with your customer. And this is bad form for any entrepreneur.