Rich Melvin posted something a few years back that I thought was a good read- it was specific to websites. The importance of organization, as well as photos- but the point that struck me most was photos that linked folks off of their website. There were sites out there that when you clicked for more information, took you to the manufacturer site.
I spend almost no time (currently) online shopping for trains, but I do when work slows down and have noticed the same things pointed out in some of the posts above. If you want to really call me guilty, I spend about an hour per month in the summer even on OGR forum! (GASP!) 
That changes come cooler weather, so please don't call the cops on me. 
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