10 CONTEMPORARY TIPS: EFFECTIVE RETAIL WEBSITES
8 Don’t force customers to choose one channel over another. Show them your address and phone number repeatedly in addition to e-commerce “buy” button.
9 Investigate “live chat.” Though expensive, this new tool allows your customers (especially young ones who are accustomed to instant messaging) to consult with a sales rep online. Visit B&H’s site to experience it for yourself (bhphotovideo.com).
0Pay careful attention to the language you use on your site and make sure there is a clear call to action on every page. “Tell the user what you want them to do,” says Quinn. “Give them every opportunity to do it immediately.” —AG