How successful would your tasting room be if you required people to show you their driver's license before they walked in? The same thinking applies to your Web site.
Here's how changing one button increased the number of people purchasing by 45 percent for a large online retailer. Overall, that simple change was worth $300 million dollars.
Always minimize the mental effort that someone must expend to make a purchase. And don't just guess - test!
How many of you have actually purchased wine from your Web site? I'll bet you haven't...