February 28, 2007, 12:00 AM

Shall I compare thee to a...

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“Our advice is that retailers cast a wide net and test and evaluate their return on investment at a gross margin level,” she says. “Not all sites are going to be alike in terms of the traffic they send. Since there’s little upfront cost, there’s a low risk in trying most of them. Each retailer should try as many as they can find.”

Elizabeth Gardner is a Riverside, Ill.-based freelance business writer.

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