Research: July 2004

Automation is great -- up to a point. Case study of an online merchant that strikes the right balance between personalization and personalized.

Missed calls mean missed sales, but many small businesses can't justify the expense of a receptionist. Using interactive voice response products, you can implement an automated system that's the next best thing to talking to the customer yourself.

Knowing how customers behave on your Web site can improve sales, marketing, and even the site itself.

Real-world tips to help you achieve the all-important goal of turning shoppers into buyers -- and why you shouldn't sweat comparisons to other e-tailers' conversion metrics.