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

By Rob Yoegel

2. Every customer service issue doesn’t have to be routed through a call center, because undoubtedly there’s a handy FAQ (Frequently Asked Questions) page somewhere on your site that will answer all of your customers’ questions.

If you disagree with the statements above, and believe more traditional customer service is just as important online, you’re on the right track. Catalogers expect to generate an average of 25 percent of their total sales from their Web sites by 2004, according to industry statistics. So they’ll want to focus on closing sales that otherwise would be lost.