How to entice a greater number of e-shoppers to click the “submit-order” button.

By Rob Yoegel

SiteForm’s Deneen, whose catalog clients include Winterthur, Real Goods and National Wildlife Federation, suggests showing S&H costs as soon as possible. In fact, it’s his No. 1 tip to catalogers who want to close more sales online. (For more, see “Cart Smarts—Reducing Online Shopping Cart Abandonment,” Catalog Success, February 2002.)