We read letters everyday in forums and discussion groups from those whose sites generate a lot of traffic, but sales volume is only marginal. What determines success is making your site different from your competitors. What determines success is the way in which you present your offering so visitors will want to stay at your site and buy from you. Purchasing decisions are not simple ones. It doesn't matter if you're targeting consumers or business buyers.
People seek ways to make their buying decisions easier.
Present your product in a way that differentiates you from your competition and utilizes your product knowledge. Utilize streaming media to capture your audience's attention and to focus on the aspects of your product that will generate a sale. Let's use an Internet store that specializes in southwestern pottery as a hypothetical example. We'll go on the assumption that the store has an attractive website with good navigation and a secure shopping cart system. The return policy is clearly stated, and there is specific contact information.