Consumers consider your site just one of the bunch; here’s what to do about that

By Amy Africa

A typical grocery store is full of absolutes. Same with a Wal-Mart, a Starbucks, a Jiffy Lube, an L.L. Bean catalog or Amazon.com.

There are things that work and things that don’t. There’s not a cataloger in the world who’ll tell you the cover isn’t a hot spot. Nor is there an intelligent Web marketer who’ll deny there’s a magic formula for the perfect checkout. The Web world is full of best practices and must-haves. You don’t have to like them, but for the sake of your online business, you should know them.