A high conversion ratio is important to get the most return on your investment in your site. A small increase in conversion ratio can make a big difference in monthly sales.
Sales and Promotions: While a store cannot continually run promotions and sales, a good promotion can increase your conversion ratio.
Improved Targeting: CPC programs like Yahoo! and Google allow you to have custom titles and descriptions in your ads. The right wording can help to attract the right customers and increase your conversion ratio. The right wording can also eliminate wasted clicks for customers who are not going to buy. Reducing your wasted clicks reduces the amount you spend.
The RefID link should also take the shopper to a point as close to the checkout as possible. For example, if you are paying for top spot for the term ‘blue ski jacket’ don’t take the visitor to the homepage of your site. Take them directly to a listing for a blue ski jacket. You can also create a hidden department of all of your blue ski jackets and link the ad directly to a page with 8 styles of ski jackets available in blue.