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Responsetap - is excellent. We use it for tracking all calls from our website and some of our static marketing too. We don't record calls currently, but it is a feature that you can enable.
I ran a survey with UK Tradesmen who shop online.
At the time (4 years ago) Mc Afee was much better recognised than anything else. We didn't test against the Internet Shopping is Safe logo.
Most of the studies in terms of effectiveness that I have seen suggest that they do build trust...
You are quite right to start by looking at basket ads to try and diagnose your overall conversion problem.
I would take another step back before you leap into changing product, which is to look at where your traffic is coming from. You might have the perfect product, great site design, but...
I used Salesforce at a larger company. Having tried Zoho I can thoroughly recommend it. It is very quick to set up, very flexible and it is very easy to get reports out of the system. I would take Zoho over Salesforce any day.
We use an a bespoke system for our main e-commerce site, but I built a small spin-off site using Shopify. It was very easy to set up and running and I got it live without any development. You definitely need to consider the cost of development vs. plug and play with a tool like Shopify.