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

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.

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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
2020
Print ISBN
9781789664423
eBook ISBN
9781789664430
Edition
2
Topic
Business
Subtopic
Digital Marketing
Index
Business

Index

A/A testing 174
A/B testing 7, 21, 27, 157–58, 159, 163, 167, 191, 193–94, 195
see also Convert; split testing
A/B testing platforms 193–94, 195
A/B/n testing 157–58
ABTasty 18, 193
acquisition analysis 37
actionable insights 14, 25, 32, 35
actionable tasks 57
active words 141
add-to-basket ratio 108, 109, 111–12, 114–15, 241
Adjust 47
Adobe 193, 206
Adobe Analytics 19, 45
Adobe Connect 58
Adobe Target 19
advanced personalization 18, 189, 194
advanced segments 40, 43–44, 48, 122
AI (artificial intelligence) 53
Amazon 7, 94, 117, 160, 189, 199, 233
Amplitude 47
analysis 25, 37, 104–16, 240, 241
competitor 14, 89, 93–94
navigation 64, 121
post-test 24, 174–77, 183, 191, 194
analysis status 130
analytical skills 203–04
analytics 30, 33, 38–46, 104–16
anonymous data 187, 188, 189
anxiety 64, 66, 96, 136–38
App Annie 47
AppleScript 141
Appsee 47
AppsFlyer 47
artwork 138, 140
Asana 129
attention maps 27, 50, 64, 144
attitudinal data 27, 82–83, 98
Attraqt 189
authority 222–23
average order value (AOV) 37, 69, 111, 119, 135, 154, 155–57
average uplift 196, 197, 198, 200, 201
average user concept 94, 186
Axure 141
Balsamiq 140
bar charts 31
Barilliance 189
Basecamp 129
basket (cart) stage drop-off rates 37, 40, 41, 47, 54, 57
see also add-to-basket rati...

Table of contents

  1. List of figures and tables
  2. Preface
  3. Acknowledgements
  4. 01 Introduction to e-commerce optimization
  5. 02 The kick-off
  6. 03 Gather data
  7. 04 Behavioural research
  8. 05 Voice of customer
  9. 06 Merchandising analytics
  10. 07 Create an experimentation roadmap
  11. 08 From hypothesis to experiment
  12. 09 Testing your hypothesis
  13. 10 Personalization
  14. 11 Optimizing the optimization
  15. 12 Optimization people and culture
  16. 13 The science of buying
  17. 14 Launching a new website
  18. Index