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2: Stay Anonymous

Here's another cute trick that will drive customers from your site—stay anonymous. It never ceases to amaze me when the only means of contact on a shopping site is an email address. Come on! We all have a physical address. Use it. Put your company mailing address, phone number, fax number, and customer service number on your site. And, while you're at it, don't forget to give your customers several ways to order from you—online, by phone, fax, and mail.

Why? People want some indication that your company is real. Supplying just an email address or a P.O. box could seriously affect your sales. If you're running a business out of your home, you may have little choice. You could use a suite box at one of the private mailbox companies such as Mail Boxes Etc., but many consumers these days are wise to the fact that a suite number can masquerade as a business address.

Also, consider putting a picture of your team on your web site. Make your web store seem more personal and your staff more approachable. Be sure that you have an "About Us" section that tells shoppers who you are and what your store is about. Use this area of your site to drive home your Unique Selling Position (USP) and why the shopper should buy from you.

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