5 Ways Online Shoppers Mentally Grade Websites

2. Clear visuals and descriptions: Creating an experience as close to the "real thing" as possible is key to closing transactions. Companies like Zappos and ASOS are using video to give online shoppers a better understanding of how products look in motion. Infuse as much of the "try it on" experience as you can, and use lighting that enhances the natural state of the product. Not doing so can lead to poor product reviews and a decrease in sales.