Walk into a Claire’s retail store with a young girl in tow, and the first thing a smiling salesperson does is welcome you, hand you a small shopping basket and tell you about their specials. That empty basket, small as it may be, is huge. It sets up the expectation that you’ll make a purchase while you’re there. Even if that simple step only increases the stores conversion rate (the percentage of shoppers who make a purchase) by 5%, what do you think the effect on revenue is? What could you do to raise the expectation of a purchase decision in your business?