I recently launched an online web store that sells an actual physical product (not a service, not software, but gun supplies and accessories).

We're getting a decent amount of traffic, and people are registering for the site, but we're having a tough time converting those to actual sales.

We're expanding our catalog as fast as possible, and have offered 10% off coupons, free shipping, etc.

I'm of the idea that one of the biggest problems is asking people to register before they checkout. Do you think this is the case? Is registering for an e-commerce site now not a big, or is it something that would cause you to leave and abandon your cart?

Will professionalism cause you to leave? We are trying to have a fresh design that works nicer than other gun accessory websites, but people seem to think that it doesn't matter as much.

On the other side, what causes you to immediately purchase from a site (when its something you want/need and there are competiting sites offering the same product at a near identical price)? What incentives do you like to be offered to make you purchase from that site?

Thanks, HN!