Again, another area that most sites have difficulty with. The web site can be designed to lead people through a series of if- then qualifiers. This is the step that most sites and designers focus on. The mistake many sites make is in presenting features only. Yes, you need to list features, technical details, warrantee information and price, but you must relate each of those to benefits.
Some people respond to features, some to benefits, some to the combination.
If you can't think of a benefit for a feature then it probably shouldn't be included in the presentation. If you use pictures of products make sure they are quality pictures. Show the product from many different angles, and if possible, show it in use or with a human model. Give them an incentive for acting now. Make it easy, put a link to your order page on every page, take as many different payment forms as possible, and allow them to order via phone, fax, email or online.