If a retailer wants to sell a lot of goods online, having a nice-looking website is an advantage, as it’s the best way to show off products and give consumers the impression the retailer is legitimate. But when it comes to closing that sale it’s vital that retailers make a site easy to navigate and products easy to find regardless of what device the consumer uses.

According to an Internet Retailer consumer survey of 254 consumers conducted in October, nearly 66% of respondents say the “look and feel” of a website has an impact on whether they complete a purchase. But, when asked what they consider to be the most important design feature on any online shopping site, more than 72% say they want a site that makes it easy for them to find what they want. For mobile sites, that percentage tops 75%.

It sounds simple, but with increasing shopper demands and the dizzying array of screen sizes and connection speeds available, giving shoppers all they want on a retail site isn’t easy. Fortunately, there are technologies that merchants can use to aid shoppers in their journey to buy.