E-commerce Insights: 19 Ways to Suppress Online Sales

14. Offer plenty of exits. Keep every link available on every page, particularly during cart and checkout. Halfway through your checkout process, users may want to consult your corporate history link or read about a high-ticket item they have no intention of buying.

15. Ignore code standards. What the heck is the World Wide Web Consortium, anyway? Standards compliance is a costly distraction. If your site renders in the latest version of Internet Explorer (IE), your HTML is fine. In fact, try to use HTML tags that render only in IE. And spice up your pages with plenty of JavaScript, particularly in key sections such as the shopping cart and checkout, again favoring functions that run only in IE. Firefox is a passing fad; by November 2005, it had only 100 million downloads.