You've been there as a consumer: You're shopping online, searching for a holiday gift for that special someone. Just as you find the perfect thing, your checkout process hits a speed bump. You want to check out quickly, but you've got a product or shipping question and can't find the answer. The thought of dialing a toll-free number, wading through a sea of options, being placed on hold, and then tossed from associate to associate while someone tries to answer your question makes you recoil. Maybe you make the call. Maybe you buy without calling. Or, you'll most likely either postpone your purchase or find another e-tailer that has the information you need.
 
As an online retailer, it's critical to avoid having this scenario happen on your site this holiday season. To maximize sales, your Web store must do more than showcase your products -- it must help shoppers easily find all the information they need in order to check out. Sometimes that information may not be readily available in your e-store, but your customer care reps can easily provide it. While other online service options, like FAQs or live chat, may exist, data shows that consumers prefer a live voice when they need help.
 
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