What Matters to Online Shoppers?
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* Customer service proved an important factor to many, with the following communication tools being ranked very or most important: toll-free phone number (77 percent), accessible contact information (76 percent) and live help (69 percent); and
* Keyword search ranked as the most important online search feature (80 percent), followed by advanced search (67 percent), product comparison tools (67 percent) and customer ratings/reviews (60 percent).
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