“Always be closing.” That’s what salespeople are taught, meaning they should always be trying to close the sale. In e-commerce, that means making it easy for a consumer at any point to add an item to a shopping cart. TigerDirect.com, an online retailer of consumer electronics, has taken that strategy to a new level: the Add To Cart button follows the consumer as he scrolls down a product page. That’s important because TigerDirect.com’s product pages are long, providing detailed specifications and customer reviews, and it would be easy to lose sight of the Buy button. The always visible box containing the Add to Cart button also includes links to specs, reviews, rebates and warranties, product manuals, and an invitation for a live chat, keeping frequently sought information right where consumers can find it.

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