Saleh K., Shukairy A. - Conversion Optimization. The Art and Science of Converting Prospects to Customers [2010, PDF, ENG]

Conversion Optimization: The Art and Science of Converting Prospects to Customers

Год: 2010
Автор: Khalid Saleh, Ayat Shukairy
Издательство: O'Reilly Media
ISBN: 1449377564, 978-1449377564
Язык: Английский
Формат: PDF
Качество: Изначально компьютерное (eBook)
Количество страниц: 267

Описание: How do you turn website visitors into customers?

Conversion Optimization offers practical advice on how to persuade visitors to make a buying decision -- without driving them away through data overload or tedious navigation. You'll learn how to use marketing principles, design, usability, and analytics on your site to increase your buyer-to-visitor ratio, whether you're involved with marketing or designing a large ecommerce site, or managing a modest online operation.

Based on the authors' broad experience in helping businesses attract online customers, this book addresses every aspect of the process, from landing visitors to finalizing the sale. You'll learn several techniques for blending successful sales approaches with the particular needs of the people you want to attract. Are you ready to do what it takes to get a double-digit conversion rate?
Explore case studies involving significant conversion rate improvements
Walk through different stages of a sale and understand the value of each
Understand your website visitors through persona creation
Connect with potential customers and guide them toward a conversion
Learn how to deal with FUDs -- customer fears, uncertainties, and doubts
Examine the path that visitors take from landing page to checkout
Test any change you make against your original design

"The Web is unique in its ability to deliver this almost improbable win-win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love." --Avinash Kaushik, author of Web Analytics 2.0 and Web Analytics: An Hour A Day (both Sybex)

"Khalid Saleh and Ayat Shukairy are two of the world's leading practitioners of conversion optimization, and they distilled their years of experience into this terrific book that guides you on the journey from clicks to sales. This is a must-read for online marketers and web operations managers alike." --Scott Brinker, President & CTO, ion interactive

"I am always surprised by the value of picking up a good compilation of insights, examples and recommendations and getting refreshed. Is it time for a new bottleneck review or a Life Time Value recalculation? When did you last spend time on your bounce rate? Have you updated your personas? Khalid Saleh and Ayat Shukairy have been there and done that and share lessons learned in a very readable and informative way. Refer to this book and get instruction on the things you know you should be doing. It will pay off in sales." --Jim Sterne, Founder, eMetrics Marketing Optimization Summit; Chairman, Web Analytics Association
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