A post on DigitalPoint gave me the idea for this site:

One look and it was obvious why the conversion rate was so painful:

I wasn’t sure if this was a store or an informational site on how to make your own Victorian nightie. There wasn’t one shred of a “Buy Now” or “Add to Cart” or “Click for more details” button. The sole product image didn’t look like a product display but rather a decorational image. I doubt many users took the time to figure out they could even shop on this site and simply moved on to the next.

It is a shame to waste a #1 Google ranking for “nightgowns” so I replied with a few places to start:

• concentrate more on selling on the landing page
• consider that not everyone searching for cotton nightgowns wants something from the Victorian Era. I realize that is her niche, but you could certainly increase conversions by offering more mainstream alternatives (either in store or through affiliate links)
• list out some of the actual nightgowns on the home page and put some “Add to Cart” buttons nearby rather than waiting for the user to click the small text link to see more
• a quick search of CJ showed a number of vendors offering between 6 and 10%

What about that last one? 6 and 10% on what? Affiliate Marketing!

While the main business of this site is Victorian Nightgowns, it already has #1 for the more generic term. Why not use that traffic instead of letting it hit the back button? Commission Junction has merchants that will pay between 6 and 10% of any sale that you send them. It is common sense to realize not everyone who searches for ‘nightgowns’ will want something Victorian. Since you have them on your site already, why not sell them what they want? Use an affiliate link and you don’t even have to stock the product.

Thistledown implemented a few of my suggestions and came up with this:

MUCH better! Coupons, info links, and more product photos will certainly increase the lagging conversions. I’m still waiting for them to implement a few affiliate links and to report back on if these changes have helped.