If you want to have online customers, then customers must want to have your online buying experience. So, what do you need to do to build a profitable, differentiated and world-beating customer experience online?

It's not enough to be on the web, and it's not enough to build a great site--however functional or funky. You have to meet and exceed every expectation of the newly demanding, wired and wireless customer, and what's more, you need to catch up now.

This is the science of selling online. In "Why They Don't Buy," online customer guru Max McKeown delivers a complete practical program for designing and building the ultimate online customer experience.

Read this book and you will discover how to: understand your powerful, new, evolved online customersfigure out the difficult stuff which customers want, and that you can give themget a team together to deliver the desired end-to-end experiencekeep it fresh and stay in business.

Excellence is not dead. It got speeded up and turned around, but it is more important than it has ever been. Not excellence in the eyes of the business--that won't save you; it needs to be excellence in the eye of the customer.

If you want to do business with an online customer and make a profit at the same time, you will have to learn a lot. You can learn through hard personal experience or through the experiences of hundreds of others, whose expertise has been collected and structured in this book.

Following the steps in "Why They Don't Buy" will ensure that e-customers hearts, heads and credit cards are won over by focused and effective creativity. You will start to increase margins, roam across bordersand maximize returns per online customer. So, here is a book on how to design companies, products, user interfaces, marketing and packaging to attract, amuse, interest, satisfy and retain the e-customer. It's your complete toolkit for implementing an end-to-end online customer strategy.