When Autonomy Technology Inc. (ATI), Las Vegas, recently decided to upgrade its website and e-commerce systems, founder Greg Knowles saw it as an opportunity to rethink the way customers buy online. With online sales averaging about 7% of the company’s total sales, Knowles wants to see that number grow, with a near-term target of 20%. The challenge in getting there, he says, is to make the process more comfortable for buyers. One sign of the customer comfort level can be seen in the ...

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