Publisher Description

Conversion rate optimization (CRO) is about understanding people and behaviour, not simply website visits. This book is an all-encompassing guide to the how, the why and the tools and techniques. Grounded in best-practice theory and research, E-commerce Website Optimization brings together usability, analytics and persuasion to offer a detailed, step-by-step guide to increasing the percentage of visitors who buy from your site and subsequently the amount that these visitors spend when they do. In a complex and evolving field, it will help you 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.

Table of Contents

Chapter - 01: Introduction to e-commerce website optimization;Chapter - 02: The kick-off;Chapter - 03: How people buy;Chapter - 04: Essential research;Chapter - 05: Add depth with further research;Chapter - 06: Merchandizing analytics;Chapter - 07: Creating the optimization plan;Chapter - 08: Hypotheses and creative work;Chapter - 09: Testing your hypothesis;Chapter - 10: Personalization;Chapter - 11: Optimizing the optimization;Chapter - 12: People and culture;Chapter - 13: Persuasive website copywriting;Chapter - 14: Launching a new website

Review

"'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, *
"'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 *

Review Text

"'At last, a practical guide dedicated to Conversion Rate Optimization (CRO) for online retail.'"

Review Quote

"'This book explores how to understand people, their behaviour, their feedback, their testing choices and win bigger revenues.'"

Promotional "Headline"

Highlights the most effective changes to undertake on your e-commerce site, demonstrating how to focus valuable time on tangible efficiencies and revenue gains

Feature

* Highlights the most effective changes to undertake on your e-commerce site, demonstrating how to focus valuable time on tangible efficiencies and revenue gains; * Shows how to gain insights into online customers' behaviour and identifies free or inexpensive tools to help access them; * Supports the transition to becoming a data-driven organization, helping to adopt a scientific approach to implementing an optimized e-commerce website; * New to this edition: new content on test metrics, prioritization and personalization, as well as a new chapter on persuasive copywriting, plus updated case studies and recommended tools

Details