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E-raamat: E-Commerce Website Optimization: Why 95% of Your Website Visitors Don't Buy, and What You Can Do About it

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  • Formaat: 272 pages
  • Ilmumisaeg: 03-Dec-2020
  • Kirjastus: Kogan Page Ltd
  • Keel: eng
  • ISBN-13: 9781789664430
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E-Commerce Website Optimization: Why 95% of Your Website Visitors Don't Buy, and What You Can Do About itSuurem pilt
  • Formaat: 272 pages
  • Ilmumisaeg: 03-Dec-2020
  • Kirjastus: Kogan Page Ltd
  • Keel: eng
  • ISBN-13: 9781789664430
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Improve conversion rates and increase revenue by gaining a greater understanding of customer behaviour, using this practical guide to e-commerce website and conversion rate optimization.

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, as well as a new chapter on persuasive copywriting. 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.

Arvustused

"'A must-have for any e-commerce business, this book captures technical expertise and the methodologies required to run very successful optimization programs.'" * John Donnellan, Director, E-Commerce EMEA, Canon Europe * "'At last, a practical guide dedicated to Conversion Rate Optimization (CRO) for online retail.'" * Dr Dave Chaffey, co-Founder, SmartInsights.com * "'This book explores how to understand people, their behaviour, their feedback, their testing choices and win bigger revenues.'" * Avinash Kaushik, Digital Marketing Evangelist, Google and author of Web Analytics 2.0 and Web Analytics: An Hour a Day * "'Highly recommended for anyone who's looking to optimize their online store.'" * Paras Chopra, Founder & Chairman, VWO * "'Dan and Johann draw from their own in-the-trenches experience to craft an essential read for the developing CRO practitioner. From their strategic approach down to targeted tactics, they provide the playbook on how to uncover insights for e-commerce growth.'" * Bratt Wittwer, former CEO, Qualaroo *

List of figures and tables
ix
Preface xiv
Acknowledgements xv
01 Introduction to e-commerce optimization
1(10)
E-commerce website optimization
1(8)
Summary
9(1)
Notes
9(2)
02 The kick-off
11(13)
Be an evangelist
11(1)
Get top-level support
12(1)
Get the team in place
13(2)
Gathering evidence
15(1)
Experimentation platform
16(3)
How to deal with resistance
19(3)
Summary
22(1)
Notes
23(1)
03 Gather data
24(13)
From data to insights
25(1)
Extract insights like the CIA
25(7)
Problem framing
32(3)
Summary
35(1)
Notes
35(2)
04 Behavioural research
37(37)
Website analytics
38(9)
User journey mapping
47(6)
Session replay
53(1)
Usability testing
54(8)
Heuristic evaluation
62(6)
Customer immersion
68(1)
Site search
69(1)
Form analysis
70(2)
Summary
72(1)
Notes
73(1)
05 Voice of customer
74(30)
Interviews
74(4)
E-mail surveys
78(6)
Feedback and transcript analysis
84(1)
On-site polls
84(2)
NPS survey
86(1)
Value proposition
87(6)
Competitor analysis
93(1)
Put it all together in personas
94(5)
Summary
99(1)
Notes
100(4)
06 Merchandising analytics
104(13)
New product analysis
104(5)
Ratio analysis
109(1)
Look-to-book analysis
110(2)
Price-point analysis
112(2)
Price testing
114(1)
Summary
115(1)
Notes
116(1)
07 Create an experimentation roadmap
117(16)
How to prioritize test ideas
117(7)
Prioritization frameworks
124(3)
The experimentation roadmap
127(4)
Summary
131(1)
Notes
132(1)
08 From hypothesis to experiment
133(18)
What is a hypothesis?
133(2)
Why you need hypotheses
135(3)
From hypothesis to test
138(10)
Summary
148(1)
Notes
149(2)
09 Testing your hypothesis
151(35)
Online experimentation
151(6)
Types of online experiments
157(2)
Big or small changes?
159(3)
Statistics for optimizers
162(4)
The test brief
166(1)
When to stop a test
166(3)
Testing on low-traffic sites
169(2)
How to avoid common pitfalls
171(3)
Post-test analysis
174(4)
Make the winning experience live
178(1)
Document test results
178(5)
Summary
183(1)
Notes
184(2)
10 Personalization
186(10)
Data and segments
186(4)
When to do personalization
190(3)
Technical options for personalization
193(1)
Personalization vs A/B testing
194(1)
Summary
194(1)
Notes
195(1)
11 Optimizing the optimization
196(6)
Summary
200(1)
Notes
201(1)
12 Optimization people and culture
202(14)
How to find, select and motivate in-house optimizers
202(6)
Obstacles to a culture of optimization
208(5)
When to outsource
213(1)
Summary
214(1)
Notes
215(1)
13 The science of buying
216(15)
Why do people buy?
217(2)
Six principles of influence
219(4)
The buying decision-making process
223(3)
FBM model of behaviour
226(3)
Summary
229(1)
Notes
229(2)
14 Launching a new website
231(15)
Five stages of a new website
235(9)
Summary
244(1)
Notes
245(1)
Index 246
Dan Croxen-John is CEO of AWA Digital, a global e-commerce conversion optimization agency. He is a certified Web Analyst, a Fellow of the Institute of Direct Marketing, and has served on advisory boards for numerous associations.

Johann van Tonder is COO at AWA Digital, working with brands such as Canon, Avis and Interflora. He has trained and coached big and small e-commerce businesses around the world, and is a regular speaker at international conferences.
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