How to entice a greater number of e-shoppers to click the “submit-order” button.

By Rob Yoegel

Therefore, to convert more of your Web shoppers into buyers, consider three key points in your Web-shopping process: online customer service; shipping and handling; and order-taking and processing.

Online Customer Service

Here are two commonly held misconceptions about online customer service:

1. There’s less of a need for customer service representatives (CSRs) to let a customer know if, say, the shirt he wants to buy will match the pants he purchased from your paper catalog six months ago.