Use of Google SMS service is free at present, though of course users will need to pay any connection and messaging charges from their wireless carriers.

Google SMS can be handy for travel in particular. For example, let's say you've arrived at your hotel, and really have a taste for Chinese food. You may be able to use Google SMS to enter "Chinese food delivery" followed by zip code of your hotel. Google will return, usually in less than a minute, a list of local Chinese restaurants that offer delivery. This is a nice alternative to looking in a phone book, where you may not know city, and also is handy for situations where you may not be able to connect to Internet easily.

7. Reassure your customers. Shoppers’ concerns increase during checkout process. If they have a problem with checkout or feel uncomfortable using their credit card online, display your toll-free phone number so they can still complete their purchase. Link to warranties, shipping costs, and return policies.

A clear summary of your privacy practices also reassures shoppers. Nobody reads or understands those endless legal policies, so if you need a legal document, link to it from summary.

8. Don’t ask for information that’s not necessary. Make checkout process as brief as possible. If you do request non-essential information make sure that required fields are clearly marked and placed at top of page.

9. Include third-party reinforcement. Truste, Verisign, Better Business Bureau and credit card logos help customers feel more secure, as do “real” testimonials.

10. Use an exit survey. If a shopper abandons checkout process, offer an incentive to complete an exit survey. She may tell you why she didn't complete her purchase— very valuable information!

Barry Harrison is the author of "REDiTIPS" eMarketing Newsletter and a partner in Resolve Digital, Web Strategies for the Real World.