Your website should drive people to do one thing. Depending on the industry, your single driver may be an online purchase, to contact you for more information or to contact one of your retailers.
All the content you place on your website should drive people to do that one thing. So you should try to have your call to action visible at all times.
They should be able to do that one thing in the fewest number of moves. If they are purchasing a product, they should be able to click a “Buy Now” button that takes them straight to the checkout.
It should be clear what you are trying to get people to do. Try to avoid long pages of detailed information if there is no way for the user to do something on that page.
Ask for the least amount of input possible. Most product based websites should ask for very little information.
- Tudor Watch 2010 » We added a Google Checkout option to our
- Improving Your Checkout Process, DoublePlus E-Commerce Blog
- Get one page checkout to show bank details on oscommerce by gotdownloads | Byte Lancer