I recently helped a friend review his online store, and we noticed that some parts of the shopping process felt unnecessarily complicated. While comparing an ecommerce web design agency, we started focusing on things customers actually notice, such as clear product categories, useful images, simple navigation, and a checkout process with fewer steps. We’re also checking how the store behaves on mobile devices because that seems especially important for everyday shoppers. It has been interesting to look at the site from a customer’s perspective. For those who shop online often, what makes you trust a store enough to complete an order?