Whether hiring an in-house webmaster or outsourcing, there are skilled people to help you with every step along the way. When you approach a designer or firm-or one approaches you-go to their website and look at their client list. Then go to those sites and do some trial navigation to see how well they function. Navigation, shopping cart security, and smartphone compatibility are among the most important features of online shopping. Your customers are notoriously impatient. If they have trouble on your site, they will click out within seconds and take their money elsewhere. Online shoppers are less concerned about how beautiful your site is and more interested in how well it navigates and how easily they can complete a sale.