For my recent online shopping experiences, the reason that I chose one store over another didn't necessarily involve the products they sold or the prices. In fact, I didn't get to that point on several websites because they failed to land me where I expected — from a pay-per-click ad — or they didn't provide good search or navigation. For other sites, I reached the product pages, but they didn't provide adequate, descriptive content, and I ended up buying from another site. In a few cases, they failed to provide a shipping estimator in the shopping cart....
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