We endeavor to provide all of our clients with a sort of “wide angle lens” on the state of e-commerce, gleaned from our experience building solutions for businesses across many industries. To that end, we are able to propose best practices for certain verticals, while weighing against overall business objectives.

Generally, any e-commerce SEO strategy should attempt to balance two efforts: optimizing content relevance on key page types and crafting that content such that it effectively drives traffic and conversions.

Mobile matters. Since 2014, mobile represents more than half of traffic and sales across e-commerce sites. A store’s ability to effectively market and convert customers on mobile devices is essential to any growth strategy.

The difference between a sufficient site search experience and an excellent one can significantly increase conversions. Consider some baseline statistics: on average, customers who abandon e-commerce sites only need about 8 seconds before moving on. Because roughly half of e-commerce customers go to the search function first to find what they’re looking for, a poor search experience translates to lost revenue.

Maintaining acceptable page load times (even during peak traffic) is a key component in converting users to customers. Given that site administrators generally have roughly 8 seconds to capture the attention of users before the initial impulse to abandon, site administrators must focus relentlessly on delivering up content as quickly as possible. Furthermore, preparing for traffic spikes is perhaps just as important, as site behavior can change drastically under load. Herein we’ve included some practices that we’ve learned across many engagements which, combined, can significantly improve the performance and scalability of a Magento store.

Magento ships with a dozen payment methods by default, and there are numerous additional plugins available through Connect that support a wide range of wallets, gateways and processes. Each of these solutions promises to exceed the others at achieving the singular goal of shepherding customers past the last step in the checkout process. Making sense of the options requires mapping business requirements, and as such, developing a baseline understanding of the currently available features and their inherent limitations is crucial in optimizing the e-commerce checkout flow.