• ISEdb, Wednesday, April 2, 2008 2:31 PM

"Since the 'purchase' is the ultimate conversion, it is imperative that you remove as many obstacles from the customer's research-to-buy cycle as possible," says Stoney deGeyter. This means having adequate search functionality and clear navigation paths, so that customers can quickly find product and pricing info, get their shopping cart full and check out with no roadblocks.

In terms of content, be sure to include features like side-by-side product comparison guides and customer reviews and ratings. If possible, list product availability--as even if something is out of stock, it's better for customers to know up front than when they get to the checkout screen.

Meanwhile, don't be afraid to up- and cross-sell your customers during their research and purchase process. "Provide a list of related products that typically go along with any current items in a shopping cart or product being viewed," deGeyter says. "If applicable, allow shoppers to purchase additional services such as product engraving, customization, gift wrapping, etc. These features can make a nice up-sell opportunity while giving the visitors that customization offer that they need for special purchases."

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