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Conversion optimization is a process whereby you change the content and organization of a website in order to increase the percentage of visitors that convert into customers.

Conversion Rate Optimization – step-by-step



Read More @ http://www.seotools.net/cro-basics/
Read More @ http://www.seomoz.org/q/conversion-rate-optimization & @ http://www.seomoz.org/blog/the-definiti ... timization

Yeah this is incredibly valuable for busy e-commerce sites.

The problem I've run into frequently is that many sites do not have full control over the checkout process because they use a payment system that is not fully integrated with their own checkout process, so you have a couple steps where you don't have full control over the pages and sometimes don't even have much to work with as far as branding even. It's understandable though considering that it's a lot more expensive and time consuming to do all payment processing yourself.