Putting up a Web site with interesting content and an interactive design increases the likelihood that a Web surfer will visit your site. That's step one. But how do you ensure that when the surfer leaves your site, you have something to show for his or her visit and your expense? The Web has already undergone several generations of evolution. Sites have moved from essentially passive brochures to online interactive experiences and, more recently, to channels for commerce. Many studies have been conducted in this area. In a 1999 study, Jupiter Communications reported that online shopping revenue is expected to grow to $41.1 billion by 2002. The most recent Christmas buying season demonstrated that Web sites that had no provision for real-time customer service were far less successful in generating e-commerce revenue. Studies have shown that fully 90 percent of online customers prefer human interaction. Additionally, nearly 50 percent of online shoppers visit multiple sites before making a purchase. A recent Yankelovich study revealed that 63 percent of online shoppers said they did not finish a transaction because they could not find the information they needed.