Improving Phone Number Capture Rate for Pick-up Orders

By default, the Shopify checkout doesn't require customers to enter a phone number if they've chosen store pick-up as their delivery option.

The field is still present, but unfortunately, there's nothing that can be done to make this a required field.

However, with a small update, you can make the field look required, such that it significantly increases the number of customers that will enter it. Below you can see an example of the checkout, whereby "(required)" is shown beside the Phone field.

You can also explain to customers why their phone number is needed, if they click the question mark icon:

This involves making changes to your Theme Content. Step-by-step instructions are below.

Instructions for Modifying the Theme Content

1. In the Shopify Admin, go to Online Store

2. The Themes list will load. On your Current Theme (or the theme you want to apply the updates to), click the button with the 3 dots, then Edit default theme content

   

3. Click the search icon and enter the text "phone". A number of labels appear. Scroll to the one named Optional phone label under the heading Checkout Contact. Set the text for this as "Phone (required)".

4. Change the search text to "tooltip". Find the label below named Phone tooltip under the heading Checkout Contact. Set the text to something like "Phone number is required so you can receive important SMS messages regarding your order, such as a return reminder. It won't be used for marketing messages or shared with 3rd parties.", or whatever you prefer.

   

5. Click Save.

Now if you go to checkout and choose the Pick-up option, the phone field will appear as though it's required, and the help popup text will match what you set in step 4 above.