If you have a successful eCommerce site, you have to keep in mind that conversations are the key to survival. First of all you need to build a traffic to your store; then you need to convert that traffic into leads and sales, because traffic is critical but it doesn't pay the bills. No matter how many people are visiting without conversations your store won't survive. Content marketing can increase your conversation rate by almost by six times. The average conversation rate with content marketing is 2.9% compared to 0.5% for sites not using it.