E-Commerce website optimization
why 95% of your website visitors don't buy, and what you can do about it
- ISBN: 9781789664423
- Editorial: Kogan Page Ltd.
- Fecha de la edición: 2020
- Lugar de la edición: London. Reino Unido
- Edición número: 2nd ed.
- Encuadernación: Rústica
- Medidas: 24 cm
- Nº Pág.: 288
- Idiomas: Inglés
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.
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