Ecommerce Website Optimization: Converting Traffic Into Sales

The primary purpose of website optimization is to attract large volumes of traffic through search engines, such as Google, Bing and Yahoo

. However, limiting the optimization approach to traffic volume is not a smart move, particularly for ecommerce websites. The ultimate aim of any ecommerce website is to sell products or services. The entire exercise of optimization is defeated if your website is attracting huge traffic but your sales figures are still dormant. So, the pertinent question is: how does one convert traffic into favorable sales?

Website Optimization: Enhance User Experience

To convert clicks into sales, it is essential to understand the fundamentals of the website optimization process. The optimization techniques are standard website features that are developed to make the internet a better place for web users. Focusing on SEO-based optimization is inevitable to achieving good search rankings. However, usability should also be a prime ingredient in the optimization process.

In a 2008 article on the BBC website, Jacob Nielsen said, 'online companies neglect the consumer usability factor. The Web2.0 hype has resulted in large volumes of glossy but useless web pages.'

Website Optimization: Ensuring High Usability

In terms of website optimization, usability transcends site structure and the marketing pitch in terms of content featured on the site. It refers to the consumer's experience on visiting a website. To ensure high usability ratings, an ecommerce website should have the following features:

* User-friendly design

* Cross-browser compatibility

* Contact information of the manufacturing and distributing company

* Define product-return policy

* Multiple payment options

In broader terms, website design should be simple and provide the most important information in a straightforward manner. The Home Page of the website is like your online business card; it should be attractive and encourage users to search for more information. According to Nielsen, a web user spends not more than 30 seconds on a web page. Thus, a sophisticated Home Page is just the beginning for optimizing traffic. A user-friendly website design also corresponds to simplified navigation, jargon-free content and effective search options.

by: Dick Willson

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