Online Sales - Simple things sell Better
An article in “Practical Web Design” magazine from December of 2006 talks about the “Appropriateness of the product to the medium”.
A graphic from that article has been recreated and placed here for reference.
In general, the higher the cost of the purchase relative to the complexity of the checkout process will make your product much more difficult to sell online. Higher priced products with a more complex purchase process will enjoy its best conversion rates through a face-to-face sell (Real Estate and Automobiles) while lower priced products with an easy purchase process are much more successful online (Books, Software and Music).
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