Zoe has a website selling customizable electronic greeting cards. what could be interfering with her getting the most possible conversions?

Zoe has a website selling customizable electronic greeting cards. Zoe could have a few issues where not getting the most possible conversions. First, for Zoe to get the most return on her investments she should make sure she is advertising and marketing to the right audience. If she focused on grabbing the attention by using Adwords and keywords that when a potential customer searches, brings them back to her page.