Consumers need to know they can return a product that doesn't fit, is the wrong color, or simply isn't what they wanted. If you can't offer that service to them, you don't deserve their business. State your return policy up front and honor it-without reservation. Do not make consumers go through hoops and hurdles to get their money back. Do whatever you can to keep your customer coming back to your site over and over again.
Consumers shop the Net for convenience.
If they have to muddle through heavy graphics and useless information, they'll bolt. The more cluttered your site, the longer it takes pages to download. You've got only eight seconds to get a page downloaded before customers start to wander elsewhere. Remember, the real Internet pros can satisfy their customer in no more than 4 clicks or less from transaction beginning to end. If it takes more than 4 clicks to complete any transaction on your site, get the extra clicks out of there.