The post purchase thank you page is an often overlooked aspect of the buyer’s journey. This Insight delivers actionable steps you can follow to start optimizing your thank you page for conversions.
Optimizing your mobile site for conversions is more important now than ever before. Follow these 15 tactics to help optimize your mobile experience and increase sales.
Product reviews are essential to building trust in your ecommerce stores. In this Insight, we offer time-tested advice for how to leverage product reviews for more ecommerce conversions.
Follow these five principles to create a compelling win-back email campaign that’ll help convert your inactive subscribers into purchasing customers.
Determining the appropriate velocity of testing for your team can be a challenge. This Insight identifies why we prefer velocity over testing in isolation, and how to carry out high velocity A/B testing on your own.
Seven of every ten visitors leave checkout without buying. Optimize your checkout process to turn more visitors into customers.
Great SEO content is a key driver of more organic traffic to your site, but it can often be a beast to make it convert. Learn how with this simple and effective process.
The website footer is one of the most overlooked areas of a company’s website. Learn why it deserves more attention and how to optimize it.
If your shipping and fulfillment strategy is flawed then your conversion rate will suffer. Here's how to remedy that.
Site search is one of the most important yet most overlooked functions of any ecommerce site. Test these twelve design best practices to help improve your on-site conversions.
Use these steps to improve your product descriptions and push your conversion rate in the right direction.
Every business needs repeat customers in order to drive growth. But that’s easier said than done. Here’s how CRO can boost ecommerce customer retention.
Channel conflict can be lethal to your sales, but these three examples show you how to overcome it.
Use these four actionable steps to optimize your site for voice search and attract more high intent traffic that converts better.
The best executives ensure that their company sites are built around the primary goals of ecommerce: to serve customers and sell products.
Just because something works for one brand doesn’t mean it will work for another.
94% of B2B buyers research online before finalizing a purchase. If you want to see an increase in lead conversions, you need to design for those buyers.
With the rising threat of package theft in recent years, ship-to-store delivery options have become a necessary move for ecommerce retailers.
Maintaining customer data helps move your company forward by allowing you to anticipate trends and better meet customer needs.
If you know what you’re doing, you can actually surpass the competition and thrive during market downturns. Here’s how.
Google Analytics custom alerts help you monitor your analytics for any surprises so you can adapt quickly.
Learn how Google Analytics Channel Groupings can help reveal your most effective marketing channels.
Learn how the Users Flow report can point out roadblocks and help you make changes to enhance your user experience.
When it comes to ecommerce, feedback is essential. Here’s how the Goal Flow report can illuminate your path to sales and improve your customer experience.
Google Analytics tracking is foundational to conversion rate optimization. Here’s a simple guide to get started with Enhanced Ecommerce reporting.
Way too often, Google Analytics insights get lost in the numbers. Let’s fix that. These are the five most critical reports to guide your ecommerce success.
Most ecommerce brands have a high cart abandonment rate, but few know how to reduce it. Learn how a wish list can provide a great customer experience that boosts conversions.
There are some important changes coming in 2019 that are certain to impact conversion optimization. Are you ready?
Data can show you what happened, but how do you understand why? Using a customer satisfaction survey is the key. Here are the best questions you should be asking.
It’s not always wise to copy others, but you can develop good test ideas through comparison. Here’s how to get started with effective comparative reviews.
Your FAQ page may be doing more harm than good to your business. Here’s why it’s not essential to your ecommerce success (and what you can do instead).
Looking to hop on to the personalization bandwagon? Here’s why a strong foundation is essential and how you can effectively use it on your ecommerce site.
SEO and CRO are two halves of a coin. When you combine these forces rather than keeping them siloed, you win.
Understanding how to use CTAs effectively is a skill essential to conversion rate optimization. Start with these best practices.
Learn how to drive more conversions and revenue from the Active Aging segment of consumers.
Discover the only two ecommerce goals that matter and how to use them to outperform the competition.
Compare customer journey mapping to CRO audits so you can determine which method is best for your business.
The higher your brand value, the more valuable your products and services are seen in the eyes of the people who matter the most to your success.
A data-driven comparison of the costs of building an in-house optimization team versus hiring a third-party firm.
Learn how to leverage your increased holiday traffic for long-term growth instead of simply resorting to short-term seasonal discounts.
What do Amazon and Facebook have in common? A culture steeped in the test and learn philosophy.
The lean marketing approach gives you the budget, time, and ability to try ideas with a build-measure-learn sequence that drives results quickly.
Potential customers who visit your site have very specific expectations you must meet before attempting to convert them.
Don't be one of those brands that invest in the least relevant audience type. Invest in this audience and improve your content marketing efficacy.
Does the time of year matter when your business hires a CRO agency? Yes. Here's the quarter by quarter breakdown of what you'll gain each season.
How can you tell whether you need a CRO agency or just a CRO tool? We'll show you.
Successful ecommerce businesses realize that the ways we purchase products have changed, but the fundamental desires that drive purchases haven’t. Learn why.
While it’s probable that unattractive design won’t deliver optimum engagement, it’s certain that an ineffective ecommerce site will yield disappointing bottom-line results.
Seven of every ten online shoppers on average bail without making the purchase. Here's how to reduce cart abandonment rate and increase conversions.
Before jumping straight into user testing, save your marketing team time and money by pilot testing to ensure you'll get the best user feedback possible.
Employed strategically, discounted pricing can give sales a healthy boost; handled incorrectly, they can devalue and detract from the bottom line.
Stable, long-term ecommerce success occurs when you focus on a customer-centric testing and optimization process.
A user-centered design makes it easier for visitors to find and checkout with the items they want and is one of the best ways to drive more sales.
The ultimate goal of an A/B test is to build on the learnings from previous experiments and use those insights improve the pages being tested. Here's where to begin.
Customer loyalty and lifetime value go hand in hand, and have a direct impact on your bottom line. Here's how to calculate and maximize your LTV, thereby increasing revenue.
By applying these 25 guidelines, you will get more visitors to accept your offers and take the next step on your path to sales.
Effectively implementing ecommerce live chat could be the boost needed to convert more shoppers. Follow these 17 tips to get started now.
Watch as we apply conversion insights to product detail pages live.
Get cognitive load UX right and you remove obstacles from your buyer journey. Get it wrong and you're working against yourself.
The personal touches of an unforgettable unboxing experience can provide a great customer experience and grow repeat conversions.
Good website copy is an essential part of conversion rate optimization. Get started with these 25 persuasive writing techniques.
Uncovering and resolving customer objections is easier than you think, and you have the tools to get started now.
Learn how to leverage confirmation emails as a strategic advantage for your brand.
The strongest and best-fit conversion rate optimization audits will include these 15 benefits to your optimization process.
Discover some of the most common conversion bottlenecks on ecommerce product pages and how to fix them.
Learn about the seven key performance indicators that will help you grow your ecommerce business.
Learn what three actions you can take to compel impulse buyers to convert on your ecommerce site.
While the GDPR may represent an extra burden to your business, it may also deliver some long term benefits.
See why customer retention is crucial to ecommerce growth and how to improve retention with conversion rate optimization.
Learn why your ecommerce site gets Google Ads clicks, but no sales—and how to improve conversions.
Here are the questions you should be asking full-service marketing firms to determine their ability to execute conversion optimization.
Join us as we apply our conversion insights from over nine years of conversion optimization to ecommerce websites live.
Here's your comprehensive guide to A/B testing – how to develop a hypothesis, when to employ your test, and what to expect from your results.
An email list that’s built organically and segments for the right audience will drive more conversions.
Discover how attention to your high commercial intent keywords can help improve your ecommerce SEO and boost conversions.
In this interview with Dan Weinsoft you'll learn about the conversion optimization due diligence process, and see how difficult problems are addressed.
Here's your comprehensive guide to limited time offers - why they work, when to use them, and how to implement today.
Use these 10 proven steps to increase conversions on your own with limited resources.
Conversion rate optimization is one of the marketing activities most suited to appeal to executive leadership. This white paper explains why.
Overcome the challenging decision of whether to build a CRO team in-house or leave it to an outside firm with this key checklist.
Your comprehensive guide to discerning between quantitative vs. qualitative research practices and selecting the best approach for your business needs.
Learn how your luxury brand's ecommerce site should be utilizing conversion rate optimization to prequalify prospects and increase average order value.
In this interview with Ryan Garrow of Logical Position, we explore the benefits of SEM and conversion optimization, and how they can form the perfect marriage.
How much could data-backed design and testing impact your bottom line?
Learn why an effective conversion strategy is essential to ecommerce success and how to develop one for your business.
Don't depend on last-quarter sales to carry the whole year’s expenses. Try an off-season strategy for growth all year long.
Watch this popular webinar where we highlight common navigation bottlenecks and how to fix them.
Learn how conversion optimization can become a key method for running an healthy and effective SEM budget.
Between inbound marketing, paid ads, and conversion optimization, it can be hard to know where to start. Consider this approach.
You can convert more visitors by understanding these 7 types of customers and how each of them typically engages online.
Good ecommerce personalization starts with understanding exactly what it is and isn’t, and how it is employed most effectively.
It's important to consider these 10 touch points before deciding on one of the most crucial tools in your ecommerce toolkit.
Effective conversion optimization work can help paid advertising firms and their clients drive better and better results. Learn how.
We recently contributed to a post for our friends at What Users Do. Read the introduction and check out the full article.
An effective conversion optimization strategy will return considerably more than it costs. These key questions will help you develop that strategy.
Following these four steps, you can evaluate last year’s ecommerce tactics and marketing results and adjust for the coming year.
What is a good conversion rate? What conversion rate should you benchmark your website against? Get answers to these important questions.
There are many ways to begin increasing your sales without resorting to discounting. Start with these seven tactics.
Your chances of getting an increase in your CRO budget are much higher if you can highlight the bottom-line results. Here's how to do that.
ROAS or return on ad spend is an essential metric to monitor and to manage if you want to lower costs and drive higher ecommerce sales.
Need insight for allocating your marketing budget most effectively? Explore our recommended approach for maximum value and ROI.
Holiday shopping, including Black Friday and Cyber Monday, is an exciting time for ecommerce sites. Get prepared with these 21 conversion tips.
Research that confirms the fundamentals of successful email marketing and provides a rare glimpse into the exact frequency and open rates of holiday email campaigns.
A major mistake brands make is letting a code freeze stop their progress. A code freeze is the perfect time to test and optimize to drive higher sales.
CRO and PPC go hand-in-hand. The more of your visitors who convert from prospect to buyer, the greater your return on investment.
Here’s a checklist of questions you can use to make sure the conversion rate optimization service you choose can handle the job you need to be accomplished.
Voice of the customer (VoC) helps close the gap between what companies do, and what customers experience.
Chat can be designed to show up when customers need a recommendation. This makes it a powerful tool to increase conversions.
If your conversion optimization best practices aren’t working, chances are, it’s because those tactics don’t align with your audience's preferences.
No other ecommerce website needs exactly what your site needs. You have to look at your own data to make the most effective changes.
Marketers are getting pressured to achieve better marketing results —not just for this year or this quarter, but daily. Here's how to face the challenge.
Generating traffic without providing a good landing page is like throwing perfect fast balls when nobody is at bat. It’s good exercise, but doesn't score.
Watch our informative webinar where we highlight the real scope of conversion optimization and how it can drive more online growth for your business.
The easier you can make the journey from ‘just shopping’ to ‘ready to buy,’ the more sales you’ll make online. Here's how to do just that.
SEO has joined Content and CRO to help make ecommerce a safer place for the consumer. In this article, we explain how.
A structured testing process is key to long-term revenue gains. Like small retirement account deposits, consistent steady improvements in your website compound and lead to strong sustained growth.
In a time when the competition has become increasingly difficult, it's more important than ever to develop a competitive edge. Something Sears, the former retail giant, has struggled to do.
True ecommerce conversion optimization goes far beyond surface level tweaks and simple A/B tests. It involves thorough data analysis, identifying strategic areas for improvement, testing hypotheses, and iteration for compounding growth.
The solution to ecommerce growth is not a silver bullet, it is creating an iteration engine through consumer focused testing. By following a data-backed step-by-step process, it’s possible to achieve consistent compound growth.
These conversion focused tips can help you ramp up your company’s email marketing strategy and provide ideas worth millions to your bottom line.
The more you know about your customers and their preferences, the better equipped you are to serve them.
While Address Line 2 is never the sole reason shoppers leave before buying, the friction it creates can certainly be a factor in the decision.
Once you understanding what your heatmaps, scrollmaps, and clickmaps are telling you, you can use those insights to increase conversions.
Learn how to hack paid traffic to multiply your results and increase online conversions.
If your products require sizing, an online sizing chart is essential. It increases conversions, reduces returns, and improves the consumer experience.
Including smart product recommendations as part of your user experience can increase the average order value of your conversions. Here's how to get started.
One of the major drivers of successful and innovative companies is their experimentation culture. To build a culture of experimentation in your own company, follow these steps.
Shopping cart abandonment is a big issue. On average, 68.5% of all ecommerce shopping carts are abandoned by customers before checkout.
Trying to get started with ecommerce optimization? Start your journey by following this central pathway and these actionable tips.
Including a high volume of quality and credible product review content on your brand site will help customers find the best products and stay on your brand site to purchase them.
Does making a website more user friendly really provide any value? The answer is yes, and we show you why.
Effective filtering is the fastest way to get your consumers from the home page to the product detail page. Here's how to get started.
We recently wrote a guest post for our friends at Inc.com. Read the introduction and check out the full article.
When it comes to writing for conversions, less is often more. Begin with these five steps to start writing better copy that converts.
Learn how to identify the main pathway your visitors take to purchase from you and how to encourage visitors to take your preferred customer journey.
The product category page is an essential step on your consumer's pathway to purchase. Keep these rules in mind as you design it.
Interactive elements are an effective way to increase engagement with your visitors, increasing the likelihood they will convert.
Your conversion rate is like compound interest for your ecommerce sales. Optimize it, and you'll multiply your revenue exponentially.
Getting internal support for a data-backed redesign can be tricky. Here's how we recommend you approach the challenge.
Like physical desire paths in city planning, digital desire paths help you see what your customers want, and simplify their pathway to get there.
These statistics highlight why your brand can't ignore the importance of having a robust video marketing strategy.
User-generated content rests on the wisdom of crowds. We trust what customers report about a brand more than what a brand says about itself.
Today it's essential to make customer reviews a central part of your ecommerce strategy. This white paper will show you how.
Use these strategic principles and tools to check the user experience of your new (or newly reconfigured) website before it goes live.
While research shows that CRO is a high priority for many, some decision makers still haven't taken the next step. We study why that is and provide some resources to help you make the case.
Benchmarking tells you where your website stands in relation to other websites. It can shine the light on competitive advantages and show you the most effective ways to improve website performance.
A good product image on a website helps your consumers decide whether to place an order and tells them what to expect when it arrives in the mail.
We recently wrote a guest post for our friends at Entrepreneur. Read the introduction and check out the full article.
If you’re planning to launch an ecommerce loyalty program, go over your proposal in light of these three tips.
Make the effort to invest in your 404 pages, and you’ll turn a user experience challenge into a page that contributes to your growth.
Email marketing is an incredibly effective channel for driving conversions. Here we outline the foundation and components of an effective email strategy.
An introductory look at conversion optimization testing methods: Split, A/B, and Multivariate
First-time visitors to your website quickly decide whether or not to stay. Does your ecommerce or lead-generation website stand up to a credibility test?
Give more thought to your post-purchase email sequences with these 5 key post-purchase email types. It will boost your conversions, nurture customers, and result in repeat sales.
Businesses that blog average 55% more website visitors than those that don’t. And blogs can be a powerful tool for conversions when done correctly.
We explore some of the standard benefits of a blog along with some surprising and often overlooked business benefits.
Site speed is an important part of your user experience, your SEO, and especially your conversion rate. Use these tactics to keep more of your hard-earned traffic.
Bounce rate is one of the most monitored metrics in online marketing. It can provide great insights if you know how to interpret it. Here's how to get started.
Going out-of-stock can leave potential customers with a bad user experience and lead to missed sales. Use these steps to rescue out-of-stock revenue.
We recently wrote a guest post for our friends at InVision. Read our summary and check out the full article.
Consumers, manufacturers, and retailers all stand to gain from the direct-to-consumer sales trend. These are the benefits.
Increasing your average order value is a powerful way to grow your overall sales. Follow these 9 rules to get started.
When you focus on a value proposition that is aligned and optimized to your target consumer, you will see more effective online growth and conversions.
Offering free shipping increases conversions, but when it's done poorly, it can hurt your bottom line. To do it right, you need to tailor it to your business.
We recently wrote a guest post for our friends at Lytics. Read our summary and check out the full article.
A good conversion rate is the result of a healthy consumer experience, not the cause. This is a bold challenge to older brand assumptions.
The email pop-up is one of the most used, and most hated marketing tactics around these days. Take a balanced look at their strengths and weaknesses.
We recently wrote a guest post for our friends at User Testing. Read our summary and check out the full article.
A site created for everyone is a site that converts no one. One of the best ways to align your site with your audience is to develop personas.
To increase conversions, your brand story must provide real support, value, and alignment around the things your website visitors care about: their goals.
Market segmentation is an effective way to understand the distinct groups that you serve so you can improve their unique customer experiences and increase conversions.
A website's design and usability are two very different things. Design may look nice but usability is key to conversions. Use these three design principles to improve your user experience and increase conversions.
When you want to improve your online sales with data, don’t just use analytics. Involve your customers through effective and actionable customer surveys.
Mobile technology has changed the face of marketing and millennials will be leading the direction of consumer desire for at least another decade. Are you prepared?
Snow Peak’s ecommerce site is proof positive that by crafting an authentic brand story, customers will respond by opening their wallets. These simple steps will increase any ecommerce site's sales.
Post-purchase emails are a golden opportunity to deepen your brand’s relationship with customers. To use them only for receipt delivery and shipping information is to miss the boat almost entirely.
Research indicates that transactional emails are opened up to 8X more often than promotional emails. They represent one of the biggest – yet most underutilized marketing opportunities.
Features kill sales because they almost never advance a customer’s goals. Whats better? Find out your customer goals and create digital experiences that help them win.
Only 0.25% of new visitors to your site will buy on their first visit. This past weekend, we bought something on our first visit to a new-to-us site and lived to write the Case Study about our experience.
Aligning your website with your customers’ needs is the single best way to stand out from your competition and to drive more revenues and leads.
Running multiple tests to optimize your site, based on how your customers actually shop, is the best opportunity for improving online revenues, customers and leads.
Marketing is what drives customers to a website, not what goes on the website.
By removing all the things he hates about the Internet from his website, Louis C.K. sold out his stand-up tour in a week.
Many ecommerce brands rely on their retail partners for the bulk of their annual revenue. Learn how to avoid upsetting those relationships by selling direct to consumer through a brand site.
The path to increased sales is through understanding that a customer's journey through a website has nothing to do with the way that a company is organized.
Attribution modeling is one powerful way to help you discover your most helpful insights within a maze of marketing data.
App design can teach us a lot about how to organize and build websites that boost conversions.
One change to your website can alter its entire universe. Focusing on smaller zones can bring everything back into balance.
A look at three primary considerations that help us better define and understand the nuances of the marketing ROI challenge
We surveyed some of the most knowledgeable voices in marketing to look deeper into the most complex challenges CMO’s face every day. This is what we learned.
Your consumers are coming incredibly close to completing their transactions, only to rush away at the last minute. Fortunately, with the right tactics, you can drastically cut your cart abandonment rates.
Focusing on the wrong ecommerce goals removes opportunity
Website navigation can make or break your visitors’ experience. The easier and more engaging your navigation experience is, the more time users will spend on your site.
To compete in the new era of ecommerce your strategy must deliver high-quality, complete, and accurate product information
Video marketing allows you to say more in less time. It’s an effective way to drive traffic and convert that traffic into sales. Explore these ten ways to drive conversions with YouTube.
Social proof is one of the most powerful tools of persuasion a brand can employ. Getting others to promote you is infinitely more effective than promoting yourself.
Your customer service team can provide a great peek into your customer experience. Their insights can show you improvements that can produce immediate results.
Web analytics help you understand whether your website efforts are succeeding or failing. If you’re making these three mistakes, you could be hurting your revenues.
Do you know what it costs your company to convert a visitor into a customer? In this article we outline three effective ways to lower these costs and optimize your return on investment.
Conversion optimization begins by identifying your ideal customer profile and their specific needs. Here are a few ways to do that quickly and simply.
Evergreen content ideas can help support your user experience and ensure your site converts and generates the revenue you expect.
Product videos are essential. They keep visitors informed, help answer common shopper questions, and positively influence customer experience.
Knowing scroll depth can help you optimize your pages. It can tell you whether your visitors are really reading your articles or seeing everything you want them to see.
Online review management is increasingly important. Most shoppers now look for online reviews, and won’t even consider a purchase without them. Reviews are that critical.
Are you visitors getting stuck when they get to your products? Utilize these 17 actionable tactics to build product detail pages that convert.
To get more sales and write copy that converts, follow these five landing page fundamentals. Make sure every word on the page helps your visitors get closer to a solution.
You love it when your local coffee shop barista remembers your name and knows exactly how you like your morning latte. Customers on your website are no different, and they now expect a personalized shopping experience.
The question is not if you should make your store visible to shoppers in other countries. Rather, it is whether or not you want to make it easy for them to buy from you.
You may think you can’t optimize conversion rates with low traffic to your site, but with the right approach any site can get bottom-line results through CRO.
Email list growth is a proven means of generating revenue, but most companies do so at the expense of their site’s user experience. Here are 5 essential tactics for growing an email list without disrupting a site’s conversion rate.
Heatmaps are only one tool in the conversion rate optimization toolbox, but for analyzing the behavior of your visitors, heatmaps lead to insights you can’t find using other methods.
Consumer research is a good start, but testing consumer actions leads to increased revenues.
You cannot make your website successful, you can only make people who visit your website successful (at doing something they want to do).
We recently wrote a guest post for our friends at Shopify. Read the introduction and check out the full article.
No matter how amazing and memorable your brand experience is, it is the customer’s experience that determines the success (and potential future growth) of your site.
The long-term viability of a short-term strategic plan is more expensive and more painful than getting the long-term strategy right first.
The only way to be successful online is to always be active.
When it comes to navigation, avoid the urge to be clever and you’ll find profitable returns.
Developing copy for your website isn’t easy. Hence, I leave this blurb unfinished.
We don’t know how to empathize with numbers, but your site stats aren’t really numbers, they’re people.
Data can tell you how to create a great website, but empathy will make it convert.
Start with business metics contributed by the team and make your next site stand the test of time.
No matter how many times you redesign your site, it’s never going to boost sales until you understand your customers and align with their goals.
An idle site is an unprofitable site. How doing something today will make your site awesome tomorrow.
“Weirdly, it’s almost easier to start from nothing, re-platform, and build up from there.” – Quote from a client of The Good
Conversion rate gives you the ability to measure how efficiently your website turns a visit into revenue or a sales lead, but should never be used as a key performance indicator without accounting for micro-conversions separately.
Solving executive team apathy with customer empathy
Demonstrate meaningful results with early wins, and earn leadership support for future initiatives.
Your customers are telling you what content they want, here's how to give it to them
The conundrum of increasing traffic or increasing conversion rate is one all brands face. The answer is simple.
If your ecommerce website is managed under your marketing budget, you’re doing it wrong.
Approaching the design and layout of a new ecommerce website is a difficult task that can quickly unravel by ignoring the most important stakeholder: the customer.
A FAQ page is a true reflection of your customer service. If you’re going to have a FAQ, at least do it right.
Best practices are ruining the Internet and your sales. Time to put on your big kid pants and start making decisions based on data rather than a Google search.
Most agencies have it all wrong. They focus on traffic, not revenue. Improving your site’s economics is all that matters.
Providing your customers with a poor user experience is like planning to go on a bad date.
Learning begins with testing, and testing never ends.
Digital is the easiest area for a brand to make mistakes, especially if the e-commerce experience falls under the marketing team’s responsibility.
The most cost efficient marketing tool your brand has at its disposal is content marketing. It’s cheaper than almost all other marketing and advertising tools, it converts at a much higher rate, and it can be a primary driver of sales to your site.
What does a line for a crowded restaurant in Portland, Oregon have to do with the effect of social proof on online sales?
Here’s an important question that comes up way less frequently than it should.
Being useful isn't about being boring, it's about providing an experience for your customers that is helpful and easy.
Brands set revenue targets but don't hold the inventory to hit them.
Landing pages are too often the last picked member of the digital marketing team. But, by focusing on one thing, landing pages can become the digital marketing star.
A doctor would not prescribe without a proper exam and diagnosis, don't you want your ecommerce partner to do the same?
The Pixel that Broke the Website’s Back
Brands may see a boost in sales after updating their e-commerce platform, but is the technology upgrade really responsible for the increase?
To increase ecommerce sales, the goals of the website must be focused on achieving the goals of the customer. Get a return by building a site your customers care about.