Most of us have used a web site to buy something — be it a dress, a vacuum cleaner, a hotel room, or a pair of fourth-row Prince tickets (hey, don’t judge). And whether we realize it or not, we, the retail public, have become authorities on what will inspire us to spend more and often on a particular site…and what won’t.

To help the retailers of the world, we have compiled the top 15 most important features an e-commerce site needs (or doesn’t need) in order to stay afloat in the cutthroat online marketplace.