There are other ways beyond the obvious that affect how people make purchasing decisions: people may not always want the biggest, fastest, cheapest or bestest.

We think we buy technology by the most powerful, the most hi-res, or high-def. When low-powered-but-small-and-cheap netbooks hit the market a few years ago, we were surprised that people flocked to them over much better spec’ed notebooks. Same with tablets today.

We think we all want sound systems that reproduce the highest quality sound in the minutest detail. At the height of the CD audio dominance of the music industry, it was all about quality. High-def audio CD was soon touted as the next generation format. Then came the (much lower spec’ed) MP3 format and a slew of teeny tiny shiny players. Suddenly basic small speaker systems with the appropriate player docks became all the rage.

Years ago, if you wanted to take credit cards through your website, you need to go through the archaic and convoluted process of becoming a credit card merchant with your bank, and then configure the gateway software on your server. Nowadays, you can just sign up on PayPal in a few minutes.

Have a look at your services and products. How can you bring the convenience factor to play?