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You should collect your own customer evaluations - separately. Don't rely exclusively on any monitoring or customer satisfaction surveys provided by call center. Track your ROI to be sure it's money well-spent. Don't stop monitoring just because results looked good for first two or three months. Things change. Make sure you're tracking desired actions linked to call center separately from those NOT related to call-in or live chat. Mixing outcomes leaves you in dark about what's really happening. You probably should have an attractive website. An ugly site can work, but to do that you need to absolutely know exactly what you're doing and why it should work. And you'll have to test like crazy to optimize (of course, you should be doing that anyway). The ugly site tactic is not for inexperienced. Very few individuals really have grasp of marketing, market and customer psychology that makes for a successful "ugly" site.
To provide a pleasant experience, you need to be careful in what you use - colors, text-size, graphics, animation and white space can add value to your site or turn it into a user nightmare. Test your site with people who will tell you truth. Just because you love it doesn't mean anyone else will. In general, aiming for a professional appearing site is your best option. Look for highest ranked, busiest sites in your business area and study layouts they use. Extract common features that you see on those sites. While other factors heavily influence traffic and ranking, appearance has a strong effect on visitors and sites that do testing evolve toward optimizing visitor behavior.
Keep in mind that a site's desired actions affect design and layout. You'll want to study sites where those actions are most similar to desired actions you target on your web site. If your goal is direct product sales, there's not much point in emulating a site that's optimized for newsletter sign-ups or AdSense.
If your main goal is direct sales (and if it is, then you need backend products too), provide incentives for customers to buy AND to return. The return factor is critical to a long-term strategy for success. Anyone who buys is your best possible future customer. Keep them, track them, make them special offers. Use coupons, discounts, special deals, customer-only offers and back end sales. Your customer base is your gold mine. Since they've shown enough faith in you to buy, do your utmost to never damage that faith. Treat them like priceless resource they are. Think long-term: successful eCommerce websites are all about value and customer service.
Richard teaches, trains and consults, on and off-line, on business and professional presentations, eCommerce, site building and programming. And writes a lot. Visit http://www.Building-eCommerce-Websites.com for articles, information, resources and links and check our blog at http://www.Building-eCommerce-Websites/blog for opinion and ideas.