E-Commerce Website Optimization

Why 95% of Your Website Visitors Don't Buy, and What You Can Do About it
1. Auflage 2017
ISBN: 978-0-7494-7538-3
Verlag: Kogan Page

Buch, Englisch, 256 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 395 g

For those running e-commerce websites there are three ways to increase sales: increasing the quantity of visitors; increasing the percentage of visitors who buy from the site; and increasing the amount that visitors spend when they buy. E-commerce Website Optimization goes beyond simply increasing traffic, helping readers to improve conversion rates, increase ROI from online marketing campaigns, and generate higher levels of repeat business. It brings together usability, analytics and persuasion to offer a straightforward and detailed 5-step methodology of how to use the tools and techniques of Conversion Rate Optimization (CRO) to increase the e-commerce value of websites. Grounded in the latest theory and research, this will help readers to be well-informed and confident to make the right choices.

Backed up with a range of invaluable case studies, E-commerce Website Optimization is perfect for those seeking to implement a data-driven ethos to their organization's e-commerce programme, based on market-tested and robust split-test methodology used across a range of commercial businesses. It supports all those responsible for online sales within an organization, be they the Chief Digital Officer, Head of Online Sales or E-commerce; or entrepreneurs and owners of small businesses deriving a substantial proportion of revenue from e-commerce.

Autoren/Hrsg.

Croxen-John, Dan

Tonder, Johann van

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Chapter - 1: Introduction to E-Commerce Website Optimization; Chapter - 2: The Kick-Off; Chapter - 3: How People Buy; Chapter - 4: Essential Research; Chapter - 5: Add Depth with Further Research; Chapter - 6: Merchandising Analytics; Chapter - 7: Creating the Optimization Plan; Chapter - 8: Hypotheses and Creative Work; Chapter - 9: Testing Your Hypothesis; Chapter - 10: Personalisation; Chapter - 11: Optimizing the Optimization; Chapter - 12: People and Culture; Chapter - 13: Multilingual Conversion Optimization; Chapter - 14: Launching a New Website;

Über Autor(innen)

Croxen-John, Dan
Dan Croxen-John is CEO of AWA Digital, an e-commerce conversion optimisation agency with clients and offices around the world. Dan is a certified Web Analyst, a Fellow of the Institute of Direct Marketing, and has served on a number of advisory boards for multi-channel and analytics associations. Dan is an in-demand speaker, blogs regularly on all aspects of analytics and Conversion Rate Optimisation and has spoken at conferences in the UK, USA and Africa.

Tonder, Johann van
Johann van Tonder is an experienced e-commerce optimiser, and COO at AWA Digital. He has used the principles and techniques in his book E-Commerce Website Optimization (published by Kogan Page) to deliver massive sale improvements for big and small e-commerce businesses alike. Having trained and coached optimisation teams around the world, he explains complex concepts in ways that are easy to understand.

Dan Croxen-John is CEO of AWA Digital, a global e-commerce conversion optimisation agency. Dan is a certified Web Analyst, a Fellow of the Institute of Direct Marketing, and has served on advisory boards for numerous associations. Dan writes regularly on analytics and Conversion Rate Optimisation and has spoken at many international conferences.

Johann van Tonder is COO at AWA Digital. He delivers massive sale improvements for big and small e-commerce businesses alike. Having trained and coached optimisation teams around the world, he makes complex concepts easy to understand.