Some reports regards B2C (Business to Consumer) transactions paint glowing pictures of increases in this area as well. But my hunch is, "glow" mentioned isn't as bright as claimed. Certainly volume of business is not. My conviction is that online companies hoping to attract offline consumers have a very long way to go.

A Typical B2C Site

They're usually well done. Navigation is pretty good. Buy buttons abound. With lots of links to further informa- tion or comparisons.

But information provided is pretty skimpy. And comparisons are often limited. Okay, this handheld has 2 megs of memory and this one has 8 megs. The novice has questions: "Which is best for me? And why?"

On most sites, such answers aren't available. In fact you may not even find an email address to which to send a question. It's as if these companies assume you know all about what you need before you arrive.

My Introduction To Palm Pilots

I recently became interested in Palms and would like to have one. But I also need software or whatever to convert text to a format this unit can display. My guess is that files to be read on a Palm must be downloaded to a desktop computer, then loaded into Palm with a physical or software interface. But I'm not sure.

Three hours of looking at sites loaded with products and buy buttons, got me nowhere close to any answer. And at this writing, I'm as uninformed as when I began. (To be fair, I haven't yet checked further.)

Will Consumers Commit The Time?

Most realize that for your small online business to attract buyers, your site must be super simple to navigate, have flawless paths to completed sales, and provide efficient service and outstanding support. But these and related notions will only take you so far.

Will consumers begin flocking to Web only to spend hours trying to figure what model of whatever best suits their needs? In cameras, there is a vast selection. In digicams as well. And even with something as simple as an audio recorder, same holds true. I seriously doubt your visitors will volunteer much time to find information that should be readily available.

The Present Trend Will Continue

Stop for a moment. Why are potential customers leaving your e-store without placing an order. Assuming that you have a decent product and prices, why are they not buying.

Possibly they have questions that are not being answered, and would like to talk with a live human being. The brick and mortar store has edge over e-store, when faced with a customer that needs personal contact to feel comfortable.

If someone has reached this point, usually all they need is a little assurance before placing their order. And here is funny part - they may not even want to talk with someone, but may just want to be sure there is someone they can contact if there is a problem.

If you don't list proper contact information at your virtual business, you may be losing customers. Your name and e-mail address will go a long way. Even better, give them a physical address and a telephone number they can call. You may wish to have an "800" number, but you will get a lot of "tire kickers". Even if you don't give a free number, just fact that there is a number listed goes a long way in allaying their fears.

Let your potential customers know, that if they have questions, they can email you their phone number, and you will call them. Many times they won't, as all they really wanted, was to know they are dealing with a real person.