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Landing Page Optimization For Dummies® by Michael Harwood, Martin Harwood

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Chapter 11. Understanding E-Commerce and Closing Online Sales

In This Chapter

  • Understanding the key elements of e-commerce

  • Identifying common e-commerce mistakes

  • Closing online sales

Imagine for a minute that you've created what seems to be the perfect landing page. The page attracts lots of traffic, and visitors are just clicking and clicking their way through your page. This is a major accomplishment. However, if all this traffic isn't converting to sales, your landing page really isn't that successful. That's where your e-commerce elements need to come into play.

The Internet is full of e-commerce sites that try to sell everything from boomerangs, to glass eyes, to cars, and everything in between. Some of these e-commerce sites are designed well, whereas others are simply terrible and drive away customers.

This chapter focuses on the key elements and concepts of your e-commerce strategy, in an attempt to help you push your e-commerce to the Well Designed side of the spectrum. We help you get the basics of e-commerce, master the design and placement of e-commerce elements within your landing page, choose the best online payment methods and merchant accounts, and pick up a few tips for successful e-commerce landing page integration for good measure. All these strategies combine to ensure that you can do Job #1: Close your online sales.

Understanding E-Commerce Basics

So what exactly does e-commerce mean? E-commerce (electronic commerce) refers to buying and selling goods over a computer ...

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