The union of savvy merchandising and comprehensive content needed to give customers the confidence to buy online has never been more critical.

• Category merchandising

Merchandising should always start at the category level. Conversion rates slowed in 2008, with consumers likely researching products more, including through comparison shopping, as a result of the tough economic times.

Several online features can improve conversion rates;  keyword search, sales and specials, cross-sells, and e-mail as a merchandising vehicle.

• Promote everywhere

From the product page to the shopping cart and post-order communication pages, all web site locations are fair game for promotional selling. (Example: Survival Kits by SurvivalSimon.com)

• Customer engagement tools

More and more merchants are using tools and tactics that build community and foster brand loyalty. These kinds of tactics are particularly effective in enthusiast categories where consumers want to connect with a brand.