Analysts closely watch the "conversion rate" when analyzing an Internet business. This rate is computed by dividing the number of people who buy something at an Internet site by the number of people who visit the site. Conversion rates have an obvious effect on the break-even point. Studies show that conversion rates increase if the site has an easy-to-use interface, fast-performing screens, a convenient ordering process, and advertising that is clear.
Besides increasing their conversion rates, what steps can online merchants use to lower their break-even points?