Before making any large purchase at a retail outlet, most people ask lots of questions — for good reason. They don’t want to make a mistake they’ll soon regret, which is why shopping online makes consumers nervous. Without direct access to a real person, they often have to rely on the FAQ page for answers to their most pressing questions — and that’s a crapshoot at best.

“Engagement” is more than just a marketing buzzword — it’s the critical component to the success of every marketing endeavor you launch. Ensure that your next campaign produces great results by downloading your free copy of 5 Effective Marketing Tips to Engage Your Customers without cost or obligation.

Despite the huge growth in e-commerce, in a survey by Harris Interactive 82% of U.S. Internet users said they have never received human assistance when buying online, and more than half that group said that has affected their purchase decision negatively at times. Those are important statistics to keep in mind as you evaluate your Internet niche marketing strategy. Here are some easy ways to improve your customer service online:

• Regularly update your site’s FAQ page. Create an email address for frequently asked customer questions, respond to them within 24 hours, and post your answers to the FAQ page.

• Provide complete contact information. Make sure your company’s mailing address, phone number, and general email address are easy to find on your site.

• Go live. If possible, have a live person answer customer service calls. Automated phone systems frustrate consumers.

• Take action. When customers suggest useful ways to improve service, act on the advice quickly.

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