Developing your site so that it enhances your visitors' shopping experience and improves conversion rates does not automatically mean that you have a site that is friendly to the search engines. Similarly developing a site that is search engine friendly doesn't automatically make it user-friendly. But these things are also not mutually exclusive. You can please both search engines and website visitors. While search engines are important,

Forms are one of your primary points of contacts with your visitors. While many visitors still use email or even the telephone to contact you or to place an order, the vast majority will contact you first via your web forms. Forms that are broken or improperly implemented cause frustration and can greatly reduce your conversion rate for leads and sales.

Customers who, by all means, appear to be ready to make a purchase are often found abandoning their shopping carts before they complete their online transaction. In many cases this is part of the normal online shopping experience as the shopping cart is just used as a place to collect items of interest but which the user has no real intent to purchase. But all too often it is a failure of the shopping cart page itself that leads visitors to abandon their items which they do,