Book description
How do you turn website visitors into customers?
Conversion Optimization offers practical advice on how to persuade visitors to make a buying decision -- without driving them away through data overload or tedious navigation. You'll learn how to use marketing principles, design, usability, and analytics on your site to increase your buyer-to-visitor ratio, whether you're involved with marketing or designing a large ecommerce site, or managing a modest online operation.
Based on the authors' broad experience in helping businesses attract online customers, this book addresses every aspect of the process, from landing visitors to finalizing the sale. You'll learn several techniques for blending successful sales approaches with the particular needs of the people you want to attract. Are you ready to do what it takes to get a double-digit conversion rate?
- Explore case studies involving significant conversion rate improvements
- Walk through different stages of a sale and understand the value of each
- Understand your website visitors through persona creation
- Connect with potential customers and guide them toward a conversion
- Learn how to deal with FUDs -- customer fears, uncertainties, and doubts
- Examine the path that visitors take from landing page to checkout
- Test any change you make against your original design
"The Web is unique in its ability to deliver this almost improbable win-win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love."--Avinash Kaushik, author of Web Analytics 2.0 and Web Analytics: An Hour A Day (both Sybex)
Publisher resources
Table of contents
- Advance Praise for Conversion Optimization
- Dedication
- Preface
- 1. The Journey from Clicks to Sales
- 2. The Numbers Behind Your Website
-
3. Getting to Know Your Customers: Developing Personas
- What Are Personas?
- Benefits of Personas
- Market Segmentation Versus Persona Development
- A Case Against Personas
- Back to the Basics: Creating Customer Profiles
- Brief History of the Four Temperaments
- The Four Temperaments and Personas
- Putting It All Together
- Your Website from a Different Perspective
- Personas and Copy
- Adjusting Your Selling Process Through Personas
- 4. From Confidence to Trust
- 5. Understanding the Buying Stages
- 6. FUDs
- 7. Appealing with Incentives
- 8. Engagement
-
9. Testing: The Voice of Visitors
- The Basics of Testing
- Creating a Successful Test
-
Forty-Nine Things You Can Test on Your Website
- The Basic Website Elements
- FUD Tests
- General Layout Tests
- The Copy
- The Headline
- The Lead Sentence
- Product Pages
-
The Cart Page and the Checkout Process
- 36. Shipping options and pricing
- 37. Assurance center
- 38. Cart page layout
- 39. Update and delete buttons on the cart page
- 40. Side navigation
- 41. Payment options
- 42. Cart page and multiple checkout paths
- 43. Presenting different payment options
- 44. Continue shopping button
- 45. Proceed to checkout button
- 46. Steps in the checkout process
- 47. Allowing visitors to check out as guests
- 48. The bounce-around effect
- 49. Usability testing
- 10. Be Iterative
- Index
- About the Authors
- Colophon
- Copyright
Product information
- Title: Conversion Optimization
- Author(s):
- Release date: November 2010
- Publisher(s): O'Reilly Media, Inc.
- ISBN: 9781449377564
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