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Shopping continues to shift to the Web. With all the growth in e-commerce, retailers are focusing their efforts on better online merchandising, cross-channel integration and personalization to fine tune their sites for better conversion rates. In addition, many of the best e-commerce retailers are taking another step: driving additional revenue by leveraging their site traffic with custom online advertising programs that are generating dramatic increases in profitability.
Yes! Step 1, very important! It is true that very few visitors come to an ecommerce site to buy. And therefore major conversion should not be your sole focus when optimizing your website. If you are able to identify what customers want to see and where they want to go, you can improve the usability and influence(ads, navigation, search, etc)of your site to reflect what you learn. As you appeal to your visitors' needs, you inevitably boost your chances of conversion. Visual web analytics are particularly useful to help you achieve this. Check out,http://blog.clicktale.com/2010/09/16/optimize-your-micro-conversions-in-3-simple-steps/#more-844.
