E-commerce: Plot Out Your Online Programs

Once you ensure that your site reaches that golden triangle, Hotchkiss said, be sure that surfers can get to a relevant page on your site. “Give some thought to the ‘welcome mat’ you offer,” he said. “Be sure your most common entry points offer a way to navigate your site. This is the front door to your store -- give it as much consideration as you would the front door to your brick-and-mortar stores.”