Along with headlines, product images on an e-commerce site capture the visitor's attention. Eisenberg gives examples of excellent use of photos from Harry and David and Tiger Direct. He recommends Camtasia for software product demos, careful attention a model's eyes in photos for services. All images should reinforce your primary message. Finally, test to see what your customers prefer.

Jon Meyers from MediaVest in the UK explains how to identify possible click fraud by examining patterns of click-throughs in your websites log files or Web analytics. Things to watch out for include many clicks without conversions, many clicks from areas outside your normal market region, or even sudden conversion rate drops without other explanation.

Checking Google Analytics for the keywords people use in your local site search can yield valuable data about user intent -- and give you insights you won't get from keyword searches from search engines. John Marshall explains how to set up site search tracking within Google Analytics to get you started.

Your store's homepage or front page needs to attract visitors to stay and explore the rest of the store. E-commerce expert Matthew Ledford explains elements of design, both above and below the fold. Products should be placed on the homepage -- best sellers, featured higher margin products, new products.