How to ensure that potential customers are never more than one click away from buying your books.

By James Sturdivant

“It’s in some ways very similar to a brick-and-mortar store,” Davies says. “If the customer walks in for the first time, and has a good experience and walks out happy, you will be successful. It’s the same with online retailing. If they have a good experience, can sign on easily and pay without hassle, they will come back to you.”

He notes, “We do a lot of marketing to drive customers to the site, and at that point, you can’t just rest up, because then you have to make sure everything runs smoothly if you want a repeat customer. Otherwise, you waste all those marketing dollars.”