• Marketing Pilgrim, Monday, May 5, 2008 12:45 PM

With an average conversion rate of almost 21%, Office Depot took the top spot in the latest Nielsen MegaView Online Retailer report. QVC and VistaPrint rounded out the top three with 19% and 18%, respectively, and Greg Howlett notes that these stats clobber the 2.5% conversion rate typical of online retailers.

The secret to these spectacular conversion rates isn't what you'd think, either. "First of all, site redesigns, improved shopping experiences, security policies, privacy policies, and similar factors that so-called conversion experts tout will not do it," Howlett says.

While these improvements may boost conversion rate, they won't up the ante by double digits, he says. But effectively building your brand will. "Concentrate on your brand and everything from SEO to customer loyalty falls neatly into place," he says.

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