Getting traffic to your ecommerce website is only a small piece of entire Internet marketing pie. Perhaps a larger pie of the action is conversion optimization, which is incredibly important for ecommerce sites.
Conversion optimization is all about continuously enhancing, testing, and fine-tuning the "touch points" of your website that interact with your visitors. This includes various media elements, links, buttons, calls-to-action, etc.
On the SEOmoz blog, CueBlocks.com published a masterpiece on ecommerce conversion optimization. The masterpiece is titled the "Holy Grail of eCommerce Conversion Optimization" which includes a highly detailed 91-point checklist and a handy infographic that brings it all together.
In the introduction, CueBlocks underscores the big picture of conversion optimization for ecommerce sites:
Whether you're selling pajamas, concert tickets, shoes or shaving blades; e-commerce today has evolved and humanized beyond just convenience shopping . It is therefore imperative that you stop seeing people who land on your store as 'traffic'; but as real human visitors. People come to your store and engage at various levels (let’s call these levels 'touch points'). With each word that visitors read and with each media pixel they view at these touch points, they form a picture of your business in their minds. And based on whether or not they like the final picture, they make a decision about buying from your store or your competitor’s.
Read (and bookmark!) this brilliant resource at SEOmoz.com. And thank CueBlocks.com for their wonderful insights on how to leverage conversion optimization strategies for ecommerce. The material is gold for ecommerce marketers.
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