After thousands of visits to hundreds of Web sites and dozens of focus groups with both savvy and e-customers, Ron Zemke and Tom Connellan know what works and what doesn't. Here are ten things you can do in the next thirty days that are proven to boost traffic, increase sales, and enhance customer loyalty. Don't make the erroneous assumption that just because you have a Web site your call volume will decrease. Just the opposite is true.
Many firms find that calls actually increase.
Be sure your staff is trained and equipped to answer questions about your order procedures, your products, shipping and returns, and any other information a caller might want. Make sure your staff is trained in both phone and Internet skills. If your product line requires that photos be available, make sure they're large, clearly focused and quick loading. Item numbers and descriptions need to be legible and detailed. Consider having your descriptions load first, enabling the art to come in a little slower, and appear just when the customer is ready for it.