Many companies are tempted to force customers to respond via the web since it is less expensive to handle electronic responses. But just because it's less expensive for you does not mean it's best for your customers. Test first. Here's why. Usually multiple response vehicles will increase your response. Some people just feel more comfortable with calling vs. clicking. Many others may click on your link, but prefer to purchase by phone or mail. You'll be smarter to let your customers determine which response options they prefer rather than deciding for them. Many companies find that their conversion rate is higher and/or their average order size is larger with phone responses vs. web responses.
