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The battle to convert site visitors into customers is hotting up and many websites will fail by not understanding the issues that affect customer behaviour.

In part one of this article, we looked at recent research that demonstrated what factors were most important to site visitors when deciding whether to make a purchase. As it became apparent that price was the major factor, and that postage meant online sellers were competing with traditional stores, the issue of an effective price point has become crucial in beating competition.

But if online businesses are solely competing on price, eventually, profit margins will be shaved so much that price differences will be nominal and profits will suffer. If all the competing online stores have prices within the same narrow band in an attempt to stay competitive, there is nowhere left for the marketer to go. Or is there?

Online marketing has given businesses large and small all over the world the ability to compete on a level playing field. But although your online store has the potential to reach more potential customers than you could ever dream of, converting them into sales is often overlooked in this constant push for a high Google position and a strong link campaign.