Internet Retailer: Finding the 15 most important pages on e-retail sites

Website optimization firm Omniture reports that, of the top 100 internet retailer sites, 56 percent of the traffic goes to fewer than 20 pages. With a few of those pages being the checkout process, there are very few opportunities e-tailers have to optimize their shopping flow. Omniture recommends first tracking which pages are most popular before assigning resources to conduct optimization, as even great gains in efficiency on the vast majority of the site can mean far less than small improvements to the key pages.