To be effective, an online shopping Web site needs three elements working to your advantage:

• A reasonable conversion rate: Measured by the percentage of orders generated per visits to the site.
• Effective merchandising: Measured by your average sale amount.
• Traffic: Measured by the number of unique visits.

To improve the effectives of your site, look for ways to cross sell and up sell. Make purchase suggestions: Since you’re buying that, you might also want this. Try different pricing strategies such as grouping products together as a package deal. Use your advertising, collateral materials and publicity to drive more people to your Web site.