Do You Make it Easy to Order on the Web? (My Bet is No.)

If the prospect clicks here, give him two sentences of welcome, reassure him with an ironclad guarantee of satisfaction and send him on his way. Include a P.S. that says if he wants to talk to a customer service rep by phone or by instant messaging, do not hesitate to get in touch.

The second link would be as follows: “I am browsing for gifts that I want individually shipped.”