A website’s home page is no longer the main entry point for many online shoppers, research has revealed.

Pindar Graphics has published findings which show that the majority of e-commerce users do not visit sites via their main pages.

However, a well-designed site can still expect to drive one in three people through to viewing an online shopping basket.

Director of Pindar Graphics Roger Willcocks says: "Careful study of a large number of similar e-commerce sites can provide valuable insights.

"We can see at a glance what works and what doesn’t."

Pindar Graphics adds that the most successful e-commerce sites have a conversion rate of eight per cent – four times the average.

Online marketers could be looking to optimise the content of their product pages in light of the study.

But some caution may be advisable, as a recent SEOUnique blog post identified that good sales copy might not guarantee a high ranking in search results.

Author Matt Ridout explained that informative pages which then link through to the sales screen typically perform better on search engines.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.