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.
John Donnellan, Director E-Commerce EMEA, Canon Europe
Dr Dave Chaffey, CEO, Smartinsights.com
Avinash Kaushik, Digital Marketing Evangelist, Author of Web Analytics 2.0
Paras Chopra, Founder and CEO, VWO
Manuel Koser, Co-Founder & MD, Silvertree Internet Holdings
With dozens of real-life examples, charts and diagrams, you will learn:
Six types of analysis to discover the products to promote to optimize your site including:
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.