When vying to increase conversion rates, many storeowners mistakenly put primary focus on the checkout process. While a simplified checkout with ideal options — i.e. various payment and non-inflated shipping choices — will definitely help increase the percentage of visitors who complete a purchase, the shopper first needs to add items to his cart.

The bridge that connects the product or category page to the checkout process is often overlooked. Directing visitors to a particular item — whether via search engines, social media or site navigation or search — is actually a simple process compared to enticing them to take further action.

First, Identify the Conversion Problem

Analytics will explain where shoppers are dropping out, whether...