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There are several dimensions to the question and a chain of processes for having the call to action completed. If it is an actual product then we will talk about a sale and actual delivery of the product.
The first and foremost feature for having a customer to buy from your site is trust. They need to trust the website in order to complete an action. Saying that there are several points that needs to be kept in mind in order for them to keep the focus on, which includes the layout of the page, ease of navigation, complexities of the purchase process. Since the customer makes the decision in the first few minutes you need to make sure that he is away from all distractions like pop ups, make sure that the colors, pictures and descriptions are apt to the product. He should not by any means find details to be incomplete , and have to go to another site in order to get those details, since that would drift him away, and the chances of him coming back to your site for the purchase would be pretty dim. The more clarity and information he receives about the product at that moment on that page would be the key to success.
Depending upon the products you sell, you will get an idea about the demographics, which would in turn help you determine the points mentioned above like the color, layout etc. It is pretty important to know your target market in order to decide on the factors that would keep them attentive to your product.
Please feel free to ask me any more question on E-commerce and retail. Thank you
