The Persuasive Power of Design Elements on an E-Commerce Web Site
http://www.ingentaconnect.com/content/stc/tc/2002/00000049/00000001/art00003
  access restricted (by the publisher) to members/subscribers/customers only
  peer-reviewed

Winn, Wendy and Kati Beck
Technical Communication Online
2002

Abstract:

There was $3 billion [USD] lost on the Web last year because of poor design—sites not realizing that if they just make it easier for the consumer to buy, they'll make more sales'. James Daly, editor-in-chief of Business 2.0, echoed a similar view: 'Design is the channel for bringing a new spirit into an online shop ... creative, customer-centric, humanizing design will ultimately distinguish the winners from the losers.' Because the computer interface is often the only contact the customer has with an online company, good Web design is undoubtedly key to a company's success.