Paperback: 272 pages
Publisher: O'Reilly Media; 1 edition (November 14, 2010)
Product Dimensions: 7 x 0.7 x 9.2 inches
Shipping Weight: 12.8 ounces (View shipping rates and policies)
Average Customer Review: 4.7 out of 5 stars See all reviews (26 customer reviews)
Best Sellers Rank: #857,224 in Books (See Top 100 in Books) #218 in Books > Computers & Technology > Internet & Social Media > Online Searching #544 in Books > Business & Money > Marketing & Sales > Marketing > Direct #786 in Books > Politics & Social Sciences > Politics & Government > Public Affairs & Policy > Environmental Policy
Far too many businesses focus on getting visitors to their websites. They seem to believe that once they have gotten the visitor to the website, their job is done. The conversion rate of visitors to most websites is dismal. Conversion is defined as getting a visitor to take some specific action such as buy, download a white paper, sign up for future messages. Unless the visitor converts, all the money you spent on the website and generating the traffic is wasted. More and more businesses are starting to recognize the need to apply the principles of conversion optimization to their websites.While conversion rates vary by industry, product and specific business, most are in the single digit, some even lower than 1%. This means that well over 95% visitors that find their way to your website do not take the action you want them to take. This is a huge area for improving the ROI on your website.According to the authors, "The purpose of this book is to help you create a strategy and provide you with tactics to sell more efficiently and effectively online." To accomplish their purpose the authors provide a logical framework for optimizing the conversion of a website.The first three steps in conversion optimization are to understand your site visitors through personas. While most marketing professionals are familiar with developing customer profiles, the authors go into great detail describing how to develop your customer personas and how the different personas will react differently on your website. One size will not fit all. You must understand your customer personas and optimize your website to suit them.The second step is to gain trust and confidence. The third step is to design your website for the different buying stages.
If you are looking for a ways to improve the performance of your e-commerce website, there is no way you can read Conversion Optimization and not come up with some great ideas that will directly improve your e-commerce business.I was contacted by one of the authors asking me if I would read the book and give my opinion on it. I believe he asked me because I am a frequent reviewer on .com. What he did not know is I am also the owner of a small e-commerce website and I am fighting a down economy and the whims of Google changing their search algorithms. My website traffic has been steadily dropping, along with my sales due to the Google Panda update. I needed this book, NOW. Maybe you do, too.Conversion Optimization offers a comprehensive plan to increase your conversion rates with a methodology that addresses all facets of getting customers who have found your site to "convert". For sites selling products, like mine, that means to buy something. For informational sites or lead generation sites those goals will be different. What I really like about the book is everyone from the large corporation who has their own staff of developers and a totally customized site, down to a mom and pop operation like mine that is running on a Yahoo! store, can find something in the book to help them out. Of course, there are some things I cannot do like the A/B testing, multivariate testing, extensive surveying, etc. But, I highlighted dozens of passages of things I can do and plan to do over the course of the next several weeks.When it comes to increasing sales, you can bring more customers to your site or your can try to get the ones who are coming to your site to make a purchase.
Conversion Optimization: The Art and Science of Converting Prospects to Customers La conversion al cristianismo durante los primeros siglos / The conversion to Christianity in the early centuries (Spanish Edition) Food Packaging Science and Technology (Packaging and Converting Technology) Start Your Own Computer Business: Building a Successful PC Repair and Service Business by Supporting Customers and Managing Money Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks) Salesforce Leads, Contacts & Accounts for Beginners: The quick and simple way to track your leads, contacts, vendors, customers and partners in Salesforce (Getting Started with Salesforce Book 1) Blog to Win Business: How to Enchant Readers and Woo Customers e-Loyalty: How to Keep Customers Coming Back to Your Website Ultimate Guide to Facebook Advertising: How to Access 600 Million Customers in 10 Minutes (Ultimate Series) Choosing a Jewish Life, Revised and Updated: A Handbook for People Converting to Judaism and for Their Family and Friends HINDUISM: Hinduism for Beginners: Guide to Understanding Hinduism and the Hindu Religion, Beliefs, Customs, Rituals, Gods, Mantras and Converting to Hinduism Feedstock Recycling and Pyrolysis of Waste Plastics: Converting Waste Plastics into Diesel and Other Fuels One Gear: Converting and Maintaining Single Speed and Fixed Gear Bicycles Judaism: Everything You Need to Know About: Jewish Religion; Jewish Culture; and the Process of Converting to Judaism ( How to Become a Jew ) Two Turns From Zero: Pushing to Higher Fitness Goals-Converting Them to Life Strength Expanded Discussion: of the Method for Converting Shipping Containers into a Habitable Steel Building Angiotensin-Converting Enzyme Inhibitors: Scientific Basis for Clinical Use Needs and Prospects of Child and Adolescent Psychiatry Mental Health Information Systems: Problems and Prospects (Studies in Health and Human Services ; V. 1) Prospects for Coal in Electric Power and Industry