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” 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:
E-commerce Director EMA
Dr Dave Chaffey
Digital Marketing Evangelist
Web Analytics 2.0 Author
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.
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.
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.