Really interesting. It SEEMS sensible that the phone number should have an effect in terms of credibility and actual sales calls that end up with a sale. One

Really interesting. It SEEMS sensible that the phone number should have an effect in terms of credibility and actual sales calls that end up with a sale. One theory might be that your audience is comprised of geeks. Less likely to pick up the phone, and less emotionality dependent on voice contact in terms of comfort/credibility. I wonder if A/B testing on Cabelas.com or LLBean.com would yield different results.