I recently presented programs about Web site Traffic analysis at the San Francisco and Seattle Gift Shows.

I looked at several traffic reports for small retail sites, and noticed an interesting trend:

The Customer Service and Returns Policies pages ranked pretty high on the list for visitor numbers.

The California Online Business Code mandates clear links to these policies from every page of your site connected with the sales process. I think that makes a lot of sense - even if you're not in California!

We could see clearly that visitors check these policies out for a sense of reassurance in case something is wrong with their purchase. So if they can't find them, or if they're hard to understand, or unreasonable, your potential customers may well go somewhere else.

And you don't want to let that happen!