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WHY DO 95% OF YOUR WEB VISITORS LEAVE WITHOUT BUYING?

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And what can you do about it?

That’s the conundrum at the heart of any e-commerce business

The fact is, there’s no easy answer. Every website is different. It takes systematic, painstaking research and analysis to uncover the reasons why more of your visitors don’t get out their wallets. But when you do, it’s possible to create new web pages to address those issues, and split-test them against your current site to see how much extra revenue they’ll bring you.

That’s the essence of any Conversion Rate Optimisation programme.

 

“E-commerce Website Optimization”

AWA’s CEO and COO are world experts in optimizing retail websites. Their knowledge is now available to all in the first how-to business book specifically for e-commerce optimization.

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E-commerce Website Optimization”

"A must-have for any e-commerce business, this book captures technical expertise and the methodologies required to run very successful optimization programmes."

John Donnellan, Director E-Commerce EMEA, Canon Europe

“At last, a practical guide dedicated to Conversion Rate Optimization (CRO) for online retail. I recommend it.”

Dr Dave Chaffey, CEO, 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, Author of Web Analytics 2.0

"Highly recommended for anyone who’s looking to optimize their online store"

Paras Chopra, Founder and CEO, VWO

“The ultimate how-to guide and prescribed reading for anyone wanting to be top of their game.”

Manuel Koser, Co-Founder & MD, Silvertree Internet Holdings

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Find out HOW to OPTIMIZE your own website

“Ecommerce Website Optimization” shows you how to dramatically improve your revenues and enhance your visitor experience

With dozens of real-life examples, charts and diagrams, you will learn:

How to kick-off your CRO project

  • Getting your team in place
  • How big should your team be?
  • The tools you need to gather evidence, and how to use them

How people buy

  • Why do people buy?
  • What makes people buy?
  • Are you selling to 5 per cent of the brain?
  • Six principles of influence
  • The consumer buying decision-making process
  • FBM Model of behaviour

Essential research

  • The research landscape
  • Personas – what they are and how to use them
  • How to create a user journey map
  • Quick and easy ways to do usability testing
  • When to use E-mail surveys and what questions to ask

Further research to add depth and breadth

  • Heuristic evaluation – what it is and how to do it
  • Interviews – the questions to ask
  • Feedback and transcript analysis – what to look for
  • Onsite polls – where to put them and what to ask
  • Satisfaction survey – how to analyse
  • Customer immersion – what to do
  • Competitor analysis – what to look for
  • Value proposition – what it is and how to do it
  • Visitor behaviour maps – heatmaps, clickmaps, scroll maps and more
  • Session recordings – when to use them
  • Onsite search – what to look for
  • Form analysis - how to improve your online forms
  • Exclusion split tests – a useful technique to learn fast
  • Technical site performance audit - essential QA

Merchandising analytics

Six types of analysis to discover the products to promote to optimize your site including:

  • New product analysis
  • Ratio analysis
  • Navigation analysis
  • Look-to-book analysis
  • Price-point analysis
  • Price testing

Creating the optimiSation plan

  • Ideation
  • Sorting the ideas in the optimization plan
  • How to prioritize ideas

Hypotheses and creative work

  • What is a hypothesis
  • From hypothesis to creative work

Testing your hypotheses

  • The case for split testing
  • Types of split test
  • Big and small changes – when to make them and how to choose
  • The statistics you need to know
  • How long should a split test run?
  • Split testing low traffic sites
  • How to avoid common testing problems
  • Interpreting test results
  • Declaring a win
  • How to deal with negative tests
  • Documenting test results – what to log and how to use the data

Personalisation

  • What is personalisation?
  • Different forms of personalisation
  • When should you personalise?
  • Technical options for personalisation
  • How does personalisation differ from split testing?
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ABOUT the AUTHORS

Dan Croxen-John

is founder and CEO of AWA digital, an international e-commerce conversion optimisation agency. Dan is a certified Web Analyst, a Fellow of the Institute of Direct Marketing, and serves on advisory boards for several digital and multichannel retail associations. Dan writes regularly on all aspects of analytics and Conversion Rate Optimisation and is a popular speaker at CRO conferences in Europe, North America and Africa.

Johann van Tonder

is COO at AWA digital. As head of an international web optimization team he uses principles and techniques in this book to deliver double and triple digit sales uplifts for large and small e-commerce businesses alike. Having trained and coached optimisation teams around the world, he is adept at making complex concepts easy to understand.

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WHY DO 95% OF YOUR WEB VISITORS LEAVE WITHOUT BUYING?

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E-commerce Website Optimization”

E-commerce Website Optimization is a practical guide to improving online conversion rates, leading to a better ROI from online marketing campaigns and higher levels of repeat business. Based around a tried and tested 5-step methodology it brings together usability, analytics and key aspects of psychology in a step-by-step approach that’s proven to increase e-commerce sales.

Featuring a range of revealing case studies, E-commerce Website Optimization is perfect for anyone seeking to implement a data-driven ethos to growing an e-commerce business. With expertly explained insights into how online customers buy, the book provides a wealth of guidance on the entire optimization process from project kick-off through to research, prioritisation and implementing a robust split testing programme. An entire chapter is devoted to personalisation, while mobile optimization is referenced throughout.

Carefully researched, clearly explained and featuring real-world examples, E-commerce Website Optimization equips the reader to improve online sales, using the tools, techniques and methods practiced by the world’s most successful multichannel and e-commerce retailers.

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