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Fewer clicks led to more conversions when outdoor outfitter Cabela's made a change that SEO pros should recognize, and businesses should employ.

Cabela's Learns Valuable SEO Lesson

Landing pages from search results should offer a conversion opportunity when a visitor arrives. It's a basic piece of advice that hunting and fishing equipment seller Cabela's recently embraced, with good results.

Internet Retailer discussed the Cabela's change. Their report noted how Cabela's switched from sending people to a landing page on a proxy site run by their old SEO firm, to bringing them to a page when they can make a purchase.

Derek Fortna, marketing program manager for Cabela’s, described the difference in the two systems employed by Cabela's before and after the switch:

With the earlier system, he says, “If I’m a user searching for boat trailer parts, I can’t buy from that page, I have to make another click to go into the web site to make a purchase. With the GravityStream proxy, if I find what I want I can place the order right there.” Fortna says he also likes the ability to add text to the version of the web site maintained by Netconcepts without changing anything on the native web site.

It's a valuable lesson to anyone involved in e-commerce. Never let anything stand between your customer and their desire to give you money.