The first is finding the correct shoes for the purpose--road running, trail running, cycling, or something else. Next finding a retailer that provides a wide selection, not just one or two brands/styles. Then is trying them on and walking/running in the store--perhaps up an incline if used for hilly terrain. Ask about a return policy--so that you can try them at home for a few days. Lastly, are there any coupons or specials available?