4 Steps to Increase Online Conversion Rates — Catalog Success Webinar Recap, Part 2
Natural search has proven to be particularly effective for Creative Irish Gifts, O’Connor said. “Identify your top keywords,” he said, “and then feed your site with these keywords.”
4. Site improvements to enhance the conversion rate. Now that you’re bringing all this new traffic to your site, focus on increasing the conversion rate, O’Connor said. Here are some of his keys to conversion:
* optimize site search function;
* analyze cart abandonment and site 800-number feedback (At Creative Irish Gifts, those who abandon their carts get e-mail surveys asking about their shopping experience and how it can be improved upon.);
* offer expandable navigation menu choices so when you click on a homepage product category you get a drop-down menu of all the subcategories;
* ease of navigation; and
* rapid checkout.
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