Contact information for online stores: how shoppers expect to reach you
A visible way to contact the store reassures shoppers before they buy. See where to place contact details and what the audit checks for.
2 min read
Area
Trust & policies
Severity
Low
Fix effort
Small
Stores failing
3%
Of 180 stores we scanned where this check applies, 3% fail it and 97% pass. See all benchmarks.
Shoppers want to know a real business sits behind the store. A visible way to make contact, such as an email address, a contact page, a phone number or live chat, is one of the quickest trust signals. This check looks for at least one working route.
Why it matters
A new store has no reputation, so the contact route stands in for it. A shopper who can see how to ask a question trusts that they could also ask about a problem. When there is none, the same shopper wonders where the money would go.
It also cuts support friction. People who cannot find a contact link email the first address they find, or file a payment dispute.
What the audit looks at
The audit looks for a contact page link, an email address, a phone number or a chat widget on the home page and its footer.
What usually causes it
- A contact page that exists but is not linked from the footer or menu
- An email address shown only as an image, so it cannot be read or clicked
- A form with no other route, which feels like a wall to some shoppers
- Support details placed only on a help centre that is hard to find
How to fix it
Publish a real way to reach you. The effort is small, usually a setting or a paste and under 30 minutes.
- An email address and a contact page at minimum; a phone number and a postal address if you have them.
- A store with no visible way to reach a human reads as a risk, and some payment providers require it.
How to check it yourself
- On your phone, find a way to contact the store from the home page without using search.
- Send a test message through each route and note how long a reply takes.
- Check that the phone number or email address is a tappable link.
Frequently asked questions
Is a contact form enough?
It counts as a route. Many shoppers also want an email address or phone number visible, so showing at least one of those alongside a form is stronger.
Should I show my phone number?
Only if you will answer it. A number that rings out is worse than none.
Related checks
Check your own store
See whether your store passes this check
Paste your store URL. The audit loads your pages in a real browser and shows the result for this check with the evidence behind it.