wayzel - 4:45 pm on Jun 1, 2004 (gmt 0)

Percentages, I agree with you...credibility is a key element regardless of price. We'll be addressing that directly and am confident that we can provide compelling evidence that it "really works" and that we can be trusted.

Perhaps the UK is different, but our feeling in the US (imho) is that toll-free numbers lend credibility to a business. We get many customers who would rather speak to someone before purchasing on a website. Often, they just want to make sure the company is real, and a voice on the other end gives them the confidence to purchase. I don't have any hard numbers on sales improvement, but for my site it is also around the 10% range. Live chat didn't even come close to that. People just seem to like picking up the phone.