1. The Web site design optimizes load times for varying access modes

2. The URL is on all marketing materials

3. The site's security is recognized by all browsers

4. No price surprises occur during the checkout process

5. No orders are taken if inventory is unavailable

6. Online selection and availability are equal to or greater than those at bricks-and-mortar stores

7. It takes fewer than four screens to complete the checkout process and fewer than two screens to complete express checkout

8. The site has a comprehensive order-tracking capability

9. The site offers precise delivery times

10. The site provides 24/7 customer service accessible through multiple channels

Source: The Boston Consulting Group, February 2001