Position, Position, Position

If brick-and-mortar is about location, then so is online. A website may have the whole nine yards on their website, but can the potential customer find what she is looking for in a few seconds? Not always; what a waste. Let's look at what most of us would consider to be a rather mundane module, Delivery. What are the terms? Is there free local delivery, free conditional delivery or special delivery? What are the rates and lead times? Basic stuff, but it's not always so apparent. Is there a clickable delivery tab on the home page, is there even a dedicated delivery tab for that matter? For example, sometimes the delivery information may be filed under Customer Service or attached somewhere within the Product menu. Other times it's a "call store" affair. The point is, it needs to be Home Page-dedicated-tab clear, particularly for large items like furniture where logistics can ultimately impact a sale. Online best-practices aren't just about gee-whiz technology, it's also about positioning. The location, location, location of brick-and-mortar.