E-Commerce Website Optimization
eBook - ePub

E-Commerce Website Optimization

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

  1. English
  2. ePUB (mobile friendly)
  3. Available on iOS & Android
eBook - ePub

E-Commerce Website Optimization

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

About this book

For those running e-commerce websites there are three ways to increase sales: increasing the quantity of visitors; increasing the percentage of visitors who buy from the site; and increasing the amount that visitors spend when they buy. E-commerce Website Optimization goes beyond simply increasing traffic, helping readers to improve conversion rates, increase ROI from online marketing campaigns, and generate higher levels of repeat business. It brings together usability, analytics and persuasion to offer a straightforward and detailed 5-step methodology of how to use the tools and techniques of Conversion Rate Optimization (CRO) to increase the e-commerce value of websites. Grounded in the latest theory and research, this will help readers to be well-informed and confident to make the right choices.

Backed up with a range of invaluable case studies, E-commerce Website Optimization is perfect for those seeking to implement a data-driven ethos to their organization's e-commerce programme, based on market-tested and robust split-test methodology used across a range of commercial businesses. It supports all those responsible for online sales within an organization, be they the Chief Digital Officer, Head of Online Sales or E-commerce; or entrepreneurs and owners of small businesses deriving a substantial proportion of revenue from e-commerce.

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Yes, you can access E-Commerce Website Optimization by Dan Croxen-John,Johann van Tonder in PDF and/or ePUB format, as well as other popular books in Business & Digital Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Kogan Page
Year
2017
Print ISBN
9780749475383
eBook ISBN
9780749475390
Edition
1
Topic
Business
Subtopic
Digital Marketing
Index
Business

INDEX

A/B split test 4, 132, 136–37, 162
Additive System 115, 116, 117
Amazon xiii, 196, 211
analysis paralysis 100
analytics see merchandizing analytics
Anonymous Variables 167
Apple 199
archetypal user see persona
behaviour activity maps 13, 83
vendors 3
belief bias 187–88
benefits 20
Boyle Sports 168
brain, the 19–20
left 181–82, 193
right 183, 193
brand perception 25
Burton 167, 168
buying 17–29
authority 22–23
commitment 21
consumer decision-making process 23–26
FBM (Fogg Behavioural Model) 26–28
features and benefits 20
influencing 20–23
liking 22
material self-interest 23
psychology of 17–18
reasons for 18–19
reciprocation 21
scarcity 23
social proof 21–22
certainty bias 188
champion 7
Cialdini, Dr Robert 20–23, 57
Clickmap 75
clickstream dat...

Table of contents

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright
  5. Contents
  6. List of Figures
  7. List of Tables
  8. Foreword
  9. Introduction
  10. Acknowledgement
  11. 01 Introduction to e-commerce website optimization
  12. 02 The kick-off
  13. 03 How people buy
  14. 04 Essential research
  15. 05 Add depth with further research
  16. 06 Merchandising analytics
  17. 07 Creating the optimization plan
  18. 08 Hypotheses and creative work
  19. 09 Testing your hypotheses
  20. 10 Personalization
  21. 11 Optimizing the optimization
  22. 12 People and culture
  23. 13 Multilingual conversion optimization
  24. 14 Launching a new website
  25. Further Reading
  26. Additional acknowledgements
  27. Index
  28. Backcover