I recently never knew how important a phone number is when it comes to building trust for a 1st time online buyer. My mother, who is now also on Quora and Twitter apart from Facebook, was buying something on UrbanLadder recently and she read through the entire description, reviews, details, specifications and contacted the mattress person as well as per specifications from their numbers, but she still had a doubt.
A simple doubt, if they could send the item at the day she wants. She saw the phone number next to buy now, and she called it. It helped her calm her fears, and spoke to someone for less than a minute, but there she was more confident of that she will get the order when she wants.
It is surprising how sometimes in an attempt to get the customer to do it yourself all the time, we forget to put a phone number close to where the queries and the mind is most in doubt.
I suggested this to a few more e-commerce companies, and they have seen over 70% order check out confirmations, because this new age e-commerce buyer before starting to trust your brand and become a LTV customer, needs a simple telephone call helping hand. I know Flipkart does not do it, but to the 2-3 companies I suggested this, and who have, they have seen much greater conversions over telephone orders of someone who is helping them cross the line, in making the purchase.
Try it for your E-Commerce business today, I think it will build trust, and get you more order conversions easily. The visibility of the phone number right next to the Buy Now, makes a huge difference on every order item. Simple product manager or marketing website hack actually in coordination with your support team.