Cover Story: Site Improvement Tips to Increase Conversions

Are you doing everything you can to convert visitors into buyers on your e-commerce site? While there are dozens of ways to improve your user experience, below are a few suggestions that will have the greatest impact on your online business — from customer experience through to conversion:

1. Make it easy for visitors to find what they want. Since most visitors to your site are browsers, make sure your categories are clearly defined so that they guide people to what they need. Think about mapping your site's online experience to the physical experience in-store. If you can't visualize a similar online and physical experience, it might be time to take another look at your site taxonomy.