A great way to engage with customers is to help them choose or buy products with a buying guide.

It can be simple size guides for clothes and shoes or more complicated car or holiday planning.  The more information they receive, the better informed their decision will be .

The better informed a customer is the more likely they are to buy without returning or cancelling.  And if they're on a site where the guide was hosted then they already know the brand and think it's trustworthy.

Guide can also be great for non-standard checkout and basket models.  Insurance companies are a great example as they tend not to have baskets at all and very long and sometimes complicated forms.