choice courtesy of matchable.com. one, price. consumers are more sensitive to price online than in stores. so, make sure your site numbers are competitive with the rest of your market. two, product range. shoppers want to have an easier time discovering and finding items online. consider investing in site resources like recommendation engines, and dedicated lists for new and seasonal products. three, size. customers want reliable sizing charts. a basic measurement guide can drastically reduce the amount of complaints you'll get from peeved shoppers. four, site functionality. if you have a feature on your site, make sure it works. when there are issues, be transparent about the problem. and five, imagery. if your site isn't pretty, you're doing yourself a disservice. adding video content and multiple images raise the chances your customer will make the purchase.