Who's Making the Net Work? (1,273 words)

• Make purchasing easy. Design an order form that captures the necessary information succinctly. And don't forget to capture a source code if you're driving sales to the Web from the paper catalog.

• Keep the site fresh. Some e-catalogs update their sites daily with online specials. Just as with paper catalogs, existing customers want to see what's new. Use icons and special bursts to point out those items. If you lack the staff for more frequent updates, be sure to refresh your content at least seasonally.