E-commerce: Easy Solutions That Make a Major Impact on Your Web Site

• If you’ve dropped a catalog recently, make sure your site search allows a search for SKU numbers. Your customers will have them, so they’ll assume they can search for them, Shaffer pointed out.

• Be careful about buying search keywords that have multiple meanings. Shaffer recalled a situation that occurred when he worked for Wine.com a few years ago. Winemaker Robert Mondavi had just turned 80. “People were searching using Mondavi as a keyword, but they were interested in learning about the guy, not in buying Mondavi wine,” Shaffer said.