- Knowing the customer base as well as the potential customer market. If you are marketing to one core group already, the internet may allow you to reach a broader population without huge expenditures. 

- Know what is selling in the area and offer options that will make your site more attractive to the average buyer. Do you allow for pre-ordering and then picking up the item at the store? Do have shipping- and if so, do you have shipping that is attractively priced and almost irresistible? Do you offer a discount for ordering online?

 -Know your competition as well. If they are having a 30% of sale, yours should be 35% off. If they have free shipping for orders over $20, yours should be free for all orders. (For a limited time of course.) Whatever the competing retailers are doing, your website should at least match it, even if it cannot beat them. 

-Finally, know how well your web design is working. Ask for feedback and listen to the responses. Everyone hates the color? Change it then. Slow loading and freeze up problems with the site? Consider what is creating the problem and if it is really necessary.