Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

While multichannel merchants shouldn’t overlook the value of customer acquisition, particularly search and affiliate marketing, they should heed the real measure of a campaign’s success — its conversion rate. In a recent whitepaper from the online business optimization software provider Omniture, Best Practices for Conversion: The New Engagement Funnel in 7 Steps, the conversion process is broken down into seven steps, all with one common objective — to increase relevancy. This week in part one of a two-part series chronicling the whitepaper’s seven-step process, we offer up steps one through four. Next week, we’ll examine steps five through seven. 1. Identify conversion

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