Dan Croxen-John, Johann van Tonder

E-Commerce Website Optimization (eBook, ePUB)

Why 95% of Your Website Visitors Don't Buy, and What You Can Do About it

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 272
• Erscheinungstermin: 3. Dezember 2020
• Englisch
• ISBN-13: 9781789664430
• Artikelnr.: 60623900

Autorenporträt

Dan Croxen-John is CEO of AWA Digital, a global e-commerce conversion optimization agency. He is a certified Web Analyst, a Fellow of the Institute of Direct Marketing, and has served on advisory boards for numerous associations.

Johann van Tonder is COO at AWA Digital, working with brands such as Canon, Avis and Interflora. He has trained and coached big and small e-commerce businesses around the world, and is a regular speaker at international conferences.

Inhaltsangabe

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