Anja is the marketer for ShoesForLife.com. She’s patterned the design of her web site after LotsOfShoes.com, a successful competitor’s site. Sales from the site haven’t been as successful as she hoped. She’s asking you for advice to improve the marketing effectiveness of her web site. What advice would you give to Anja to make her site more successful?

• Focus on providing a seamless experience for users.
• Provide a way for users to leave and read reviews from other customers.
• Add a PCI-compliant payment gateway to bolster user confidence in site security.
• Remove all flash content and switch fully to HTML5.

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