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jsinger - 5:08 pm on Feb 2, 2009 (gmt 0)
The goal isn't an ultra high conversion rate which you can achieve only with free shipping and the lowest prices, virtually guaranteeing that you will lose money on the sale.
No one has mentioned prominently displaying toll free telephone number and other contact info, certainly not a PO box. That increases trust. Also enables customer to phone if there is some checkout failure.