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

By Dan Croxen-John and Johann Van Tonder

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 178966442X
• ISBN13: 9781789664423
• Release Date: December 2020
• Publisher: Kogan Page
• Length: 272 Pages
• Weight: 0.85 lbs.
• Dimensions: 0.7" x 6.1" x 9.2"