To expand your retail marketing and sales opportunities, you can create an online presence using ecommerce software. However, getting customers to browse around the site is one thing – you also want them to make a purchase. According to Smashing Magazine, researchers estimate that 59.8 to 83 percent of shopping carts are abandoned. While a number of factors influence whether consumers complete their transactions, here are two ways you can prime your website to encourage sales:

1. Trustworthiness for sensitive info. Your website should use best in class payment services, but you also need to make these features clear to consumers. Smashing Magazine recommended using visual cues to reassure shoppers. For example, you can set apart the payment fields with background colors, borders and security icons. According to Econsultancy, consumers look for security trustmarks, but you should use only authentic logos and not use them excessively.
2. Intuitive layout. CPC Strategy emphasized that clear navigation can play a key role in converting customers. You should provide a linear check out process, taking customers from page to page rather than forcing them to jump around to enter payment or account information, advised Smashing Magazine. Avoid ambiguous terms like "continue shopping," which customers could interpret as going back to browse or going forward with check out.