Back in the early days of ecommerce, visitor conversion was a really hot topic, and while most ecommerce teams continue to keep an eye on conversion, it’s not been a hot topic for a while. The beleaguered online marketer has been working hard to keep his or her head above water dealing with the shift of advertising dollars online, the nuances of search optimization, and distracted by A/B content testing, behavioral targeting and a hundred other wizzy approaches.
But in harder economic times, we all turn back to basics. Over the holiday period, while bricks and mortar channels suffered from poor like-for-like sales and discount induced margin erosion, online channels for many businesses showed healthy growth rates.
