Although traffic fell 25%, conversion rates shot up almost 70% and sales have increased 5% monthly since Nike.com began last year focusing on its website as a selling channel rather than information provider, InternetRetailer. com reported, citing an executive at the company.
    Patrick O' Neill, general manager of Nike.com, attributes the successful conversion of Nike.com into a store to a three-step approach that he called "the sales funnel" to attract, convert and retain customers. He was speaking at the eTail 2003 East conference held in Boston this week.
    O' Neill said that one of the key elements of the attraction step was to create Nike websites for the various sports and activities that consumers perform in Nike shoes.