What Do Shoppers Think of Your E-commerce Site?

In “Reviewing your Ecommerce Business at Year End,” I offered a framework to critique your business’s performance for 2012. This week’s article focuses on how to improve your e-commerce businesses for 2013. To start, look at your business from the perspective of your shoppers. Review home page, landing pages, navigation: Go to your home page and see if you are presenting products and content that is relevant and compelling. Look at your navigation. Is it still optimized for your target market? Search on trendy products and see if you are taken to the pages you want visitors to land on.

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