A major cable company was experiencing huge abandonments from their digital phone transaction page. Customers were interested in learning more about the service, but when they started the transaction they abandoned the page in alarming numbers. Placing a click-to-agent button on the page and offering human service to address individual concerns was tested. Customers who clicked the button and spoke with an agent converted to a sale over 70% of the time. This person-to-person experience alleviated many of the concerns consumers had and addressed individual issues that no FAQ could solve.