"Converting website visitors into buyers is one of the biggest obstacles that website owners face on a daily basis, and it's for a good reason too. As one can image, there is a genuine fear that lies within every online shopper. That is the fear of being 'ripped-off'. This fear exists because the Internet itself is a rather large, diverse, and mostly non-controlled environment. Unlike a business with physical presence, an online store can hide very easily and whenever it desires. For these reasons, online scams are so successful and feared, directly reducing the ability to convert browsers into buyers."

"With that, how do website owners convert more browsers into buyers? There are indeed many different answers to this question, however, the most promising answer is to create and maintain a comfortable shopping experience, which can be enjoyed throughout each stage of the buying process."