The core focus of any business involved in a search engine marketing campaign (paid or organic) Is their positioning on a page. Position 4 is better than position 5, 2 is better than the 3..etc.  If you have decent rankings, something you should start worrying more about is who is around you.Data from a recent poll at my company eVisibility suggests that search engine users visit an average of 6 pages before deciding on which site to do business with. This would tell me that as important of your actual positioning in the results pages is not the only thing to worry about.Who is under you? Who is above you? Changes are, that search engine visitor will be visiting all 3 site. If you are selling an identical product line to those under and above you, but have higher prices, or an un-friendly website experience, you will lose that visitor to your competitor.

Stay on top of who is around you..if they are doing a promo, you should too.  Make sure that if a visitor is going to both sites, you come out on top as far as offer, options and overall site usability.

In any  e-commerce business, converting customers is closer to fluke than anything. Compared to the numbers of offline retailers (around 30% of their visitors convert to customers) online retailers are lucky to see conversion above 1%. I have seen the following averages:

-price point under $100 - 2% is obtainable
-price point $100-$500 - 1.5% is obtainable
-price point $500+ - .5%-1% is obtainable.

There are 2 major problems that effect online conversion rates:

1. the ease of leaving your store and the complete lack of commitment to get there in the first place./?
2. Unsure of the store…fear of non-delivery, fear of fraud, bad product, etc.

#1 above is a customers problem. There is little you can do to keep this customer here. #2 above you can control.  Something that I have seen work dividends on my client and own ecommerce sites is the use of customer testimonials, ratings, communications to the general public. It can solve several problem when strategically placed on your website:

1. Gives them the comfort that they are not the first person to order from your website.
2. Gives them the perception that they can speak their mind if it does not work out.
3. Gives them the extra push when deciding between your product and another website’s product.