WSJ on converting web traffic

The WSJ offers "the three best ways to convert Web traffic into sales" for small businesses:

1. Install a click-to-call feature
2. Chat with customers online
3. Offer a try-before-you-buy program
   

These certainly aren't the 3 best ways for most small businesses, in my opinion. Most are better off focusing on more static approaches, like making their website copy more persuasive, add calls to action, and increasing credibility. But for more advanced players who have the resources, these are 3 features worth considering.