Should You Ask for Phone Numbers?

[Marty Foley]

Perhaps you've noticed that some marketers ask for
phone numbers even on opt-in or "squeeze" pages.

They typically use that information to do voice mail
broadcasts, to sell you something, to sell you more,
etc.

Is it worthwhile? Or will it dampen response and
ultimate profit? Should you ask for phone numbers
at all? Should you require it? Should you make it
optional? What about on order forms?

My guess would be that the best option in MOST cases
would be, IF you're going to actually USE it, is to
make it optional.

And especially make it clear to users that it's
optional, so they can choose not to provide their
phone number if they prefer.

In other words, respect their privacy and don't
be a pest with your marketing.

Of course, the best way to know is to test, test,
test. But here are some relevant issues to keep
in mind.

* I've noticed that even on order forms, where someone
is actually buying from you, there's still reluctance
on the part of some to give phone numbers.

I've boosted conversions by making the phone field
optional. But requiring it can still be useful. See
below...

* Are you actually going to USE the number in any way?
If not, why ask for it?

Beside using phone #'s to sell, or sell more, other
reasons you might require a phone number on order
forms, are:

1) To have a backup in case there are problems
with an order. Bounced email address, incomplete
or incorrect mailing address, etc.

2) As verification when possible fraudulent orders
are suspected.

* The more successful marketers tend to contact
prospects in multiple different ways, not just one.

* The "human touch" possible through phone calls
can help you sell more than the more impersonal
online medium alone.

But phone calls are time-consuming and not cost
effective for low-ticket items.

* Asking for phone # may dampen initial response, but
prospects who are willing to give legit phone numbers
may be more qualified and profitable in the long run.

* Note: It goes without saying that you should follow
applicable telemarketing laws, and give people an easy
way to opt-out of future calls.

I'm not a lawyer but it's my understanding of current
US law is that as long as you have an existing business
relationship with those you call, or they've otherwise
granted you "permission to call", it's perfectly legal.

Marty Foley