When a visitor comes to your website, he or she will decide whether or not to purchase a product based on three impressions: Site navigation, the checkout process, and the product description. Most site owners make sure their navigation and site description are perfect. Intuitively, that’s what most people believe to me the most important aspects of a online stores. However, surveys have showed that one of the most effective way to increase your sales performance is to optimize your checkout. This guide will show you how to do just that.