HAVE SOMETHING FOR EVERYONE: Make sure you have enough content on your site that you can tailor it to the preferences of a variety of customers. If they are seeking information, provide it. If they are seeking entertainment, entertain them. If they want support, do it. You can learn their tastes when you ask them for profile information and by tracking their movement within your Web site. If you consistently meet their needs, they'll keep coming back to your site, your relationship with them will grow stronger and they'll buy more product.