What if you could order the shoes and then return them no hassle if you didn't like them? That's what Zappos has done and it's lowered the barrier to buying something like shoes online.
Online clothing stores need an innovation like this.
Here in the UK, ASOS (http://asos.com) have an amazing returns policy.
My girlfriend (and me to a certain extent) generally returns around 50% of her ASOS purchases after trying them on at home. You can return them in the same bag, have them picked up or drop them to any Collect Plus (http://www.collectplus.co.uk) location.
Gap here in the UK lets you put your online order back in the bag, and stick it in the post with a checkbox question of why you're returning it. If all online clothes shopping worked like this I'd switch.
Online clothing stores need an innovation like this.