This series of tips and practical advice was born one evening some months ago during a phone call with my mother. As she complained about the umpteenth thing that had irritated her that day, she digressed into chatter about her attempt to buy a gift online. It didn’t go very well, because it turned out that every time my mother “clicked to enlarge” a photo in order to see the product more clearly, another photo popped up – of exactly the same size. My mother never did make a purchase on that site, because tiny photo after tiny photo with mockingly inadequate “enlarge” functions drove her away. I share this with you now because my mother could have been your customer. Find out why it’s important to pay attention to small details on your website if you want to turn visitors into customers.