Give online shoppers what they really want -- human contact. For E-buyers in search of live help, there's nothing more frustrating than endlessly looking on a site for a customer-service phone number. At Shoebuy.com, customers had to click through multiple links to find the company's toll-free number, says president and cofounder Scott Savitz. After receiving complaints, he placed the customer-service number "all over the place," including in the company's advertisements.

"There's no question that was one of the best moves we made," Savitz says. "When an actual person answers the phone, there's an instant sigh of relief." Savitz says 80% of customers who call to return items end up exchanging them instead, which has helped to increase revenues.