Optimizing the presentation of products to your online customers is undoubtedly a very important key to your e-tailing success. Your branded theme design is certain to communicate your value proposition. However, it's not yet time to rest. There are still some important core features for which we need to invest time and creativity.

The nonproduct content of your site can often be as important as the products you sell. Customers need to understand your business, your policies, and how to purchase.

Also, if you want customers to find your online store in the first place, you need to get your store noticed by the search engines. Your search engine listings need to also be inspiring to shoppers so that they will click through to your store. Search engine optimization (SEO) will be one of your ongoing tasks, but it is one that can pay huge dividends if properly managed.

In this chapter, we will: