It sounds deceptively simple, but it’s true. The easier you make it for her to find what she’s looking for, the more likely she is to buy –

A – because she can find want she wants in less time, but also
B – you’ve taken the time to understand her, which increases her brand loyalty.

As Chris Anderson says in his book The Long Tail, with so much choice now available on the Internet, the emphasis needs to switch from content to context. Categories and filtering options are more important than ever. So take the time to really understand how your customers buy. What criteria do they use to make their selections?

That’s one of the reasons I really like DesignerShoes.com.