Web shoppers are a demanding bunch, and are likely to head for a competitor or abandon a purchase if they can't find the information they need.
Therefore, websites need to provide this support at the point where customers need it. This may mean a pro-active live chat, FAQs, or a prominent contact mail with real people answering it.
According to the survey, the key reasons for abandoning online purchases are unexpected delivery costs (70%) and lack of information about the product, service or delivery (56%). These are key pieces of information, yet some sites seem to hide these from customers.
Other reasons for abandonment were connected to customer service, such as wanting to ask a question / not finding the answer (37%) and difficulty of getting any help on the website (30%).