Simple Navigation Create a site structure that is straightforward and easy to navigate. Build it around what your customers actually want to accomplish. In the real world, the shopping cart is always near the door. Online, the cart should be found at the top right corner of your page. This is not the place to be different or original.
Quick Checkout Give returning customers a fast path though the checkout line.
Don't subject new users to multiple forms. Checkout should be completed in at most four pages. Open-Door Policy Spell out as much as you can about who you are. That means your security policy, shipping rates, commitment to privacy, and contact info. Above all, never promise something you can't deliver.