When determining how you should price products and services, it is tempting to develop a complicated matrix that tries to link the business’ expenses with the price of its products or services.

While this is an effective method of maintaining a consistent and predictable margin across your product range, it can turn away potential customers because it is too difficult to understand.

You can trim your pricing structure by reducing shipping variations to a smaller set, and removing price differences for subtle changes between products or services.

Choose a simplified price structure, and accept the win-some/lose-some approach, to enjoy more sales from your website.

If you allow customers to enter credit card details through your website — whether or not you actually process it on-the-spot — you need to have an SSL certificate.

Your web hosting company might allow you to use a “shared” certificate, which will exist on their domain, but this is not as professional as having your own SSL certificate on your own domain.

When you secure your booking or order page, also make sure the page that is displayed afterwards is secured, as well as any pages that allow you to view a customer’s credit card details.

And remember, your SSL certificate is not only for encryption, but also trust. Ensure your SSL certificate is purchased from an established and well-known provider, as this plays a part in how customers perceive your trustworthiness.