Place of design

Your website has a goal – to get the user to do something. That something could be to pick up the phone, to buy something, to register for a newsletter

We are going to have an in-depth look at the factors causing a low conversion. These may be blended – no real individual reason, but a blend of different reasons. It is worth both yourself auditing your own site, and having others audit your site for you against the following criteria. You need broad shoulders – be prepared to accept what others say, and understand that your view is possibly a little polarised

A microsite (or micro site) is a small website that has its own domain and hence its own URL. The purpose is for pinpoint marketing. Regardless of the marketing for the main parent site, marketing, SEO and measurement for the microsite is independent. The content of a microsite ought to be unique – both in terms of the main site it directs traffic too, and other websites. Microsites are uses to focus attention on a specific product or service; aimed at a specific group of users

This is the first of a series of articles on SEO and conversion for e-commerce sites. This article introduces the very basics of e-commerce SEO and conversion, other articles will cover the details

Get this one in your head, it is the mantra for e-commerce:
Turnover = (average order value x conversion x number of visitors) – refunds