Conversion rate optimization (CRO) is a complex field and one that is rapidly evolving. It's about understanding people and their behaviour, not simply website visits. E-commerce Website Optimization provides an all-encompassing guide, explaining the how and why, before focusing on techniques and tools to increase the percentage of visitors who buy from the site, and subsequently the amount that these visitors spend when they buy. Grounded in best-practice theory and research, it brings together usability, analytics and persuasion to offer a detailed, step-by-step guide to improve conversion rates, increase ROI from online marketing campaigns, generate higher levels of repeat business and increase the e-commerce value of websites.
In the fast-moving world of e-commerce, this fully revised second edition includes updates on test metrics, prioritization and personalization, alongside updated case studies and newly recommended tools. E-commerce Website Optimization is an invaluable book for those seeking to implement a data-driven ethos for their organization's e-commerce programme, for everyone from chief digital officers and heads of online sales, to entrepreneurs and small business owners. "'A must-have for any e-commerce business, this book captures technical expertise and the methodologies required to run very successful optimization programs.'" * John Donnellan, Director, E-Commerce EMEA, Canon Europe * "'At last, a practical guide dedicated to Conversion Rate Optimization (CRO) for online retail.'" * Dr Dave Chaffey, co-Founder, SmartInsights.com * "'This book explores how to understand people, their behaviour, their feedback, their testing choices and win bigger revenues.'" * Avinash Kaushik, Digital Marketing Evangelist, Google and author of Web Analytics 2.0 and Web Analytics: An Hour a Day * "'Highly recommended for anyone who's looking to optimize their online store.'" * Paras Chopra, Founder & Chairman, VWO * "'Dan and Johann draw from their own in-the-trenches experience to craft an essential read for the developing CRO practitioner. From their strategic approach down to targeted tactics, they provide the playbook on how to uncover insights for e-commerce growth.'" * Bratt Wittwer, former CEO, Qualaroo *
E-Commerce Website Optimization: Why 95% of Your Website Visitors Don't Buy, and What You Can Do About it
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