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.
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