What does it look like? How much does it cost?

Pricing

Make your pricing schemes obvious and straightforward. If you are selling something that has many different pricing options (such as software with different licences), then use tables and pictures to make the pricing clear. Customers need to be able to work out what price they need to pay, otherwise you aren't really giving them a price.

If you offer custom products or services, it may be appropriate to show some example projects with indicative prices.

If you are selling internationally, consider a range of currencies, or sticking with US dollars, which most people are familiar with.

Pictures

Pictures are hugely important for closing a sale. Often, you have to work with images that aren't ideal, but having better images than your competition can often be the only point of difference that is needed.

• Use big pictures, and big thumbnails. Miserable little thumbnails do nothing to promote a great product photo. I like to use 150-200 pixels for thumbs, and 500-600 pixels for a full size photo.
• "lightbox" style popups are the best way to display larger images. These are fast to load, easy on the eye, and don't get caught by popup blockers.
• Make sure the images aren't stretched - this requires having source images that are a reasonable resolution.
• Take good photos. You don't always need a photographer, but do take into consideration basic lighting and composition when taking a photo. If your photo comes out dark, or is shot from the wrong angle, it's hard to get the image presenting well.

This isn't easy, and that's one of the great things about it. If you can go to the trouble of getting your images looking good, then you are one-up on competing sites.