Developing your e-commerce website so that visitors convert to customers, requires putting yourself in your prospective customers' shoes and viewing your store from their perspective. This combined view can help you anticipate pain points that may create friction between your customers, and the products they want to buy from your store. Once in those shoes, start to think, what would you as a customer find value in if you were shopping in an online store. What kind of things would help you make a decision that you would be happy with, and find value in?

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