E-Commerce Website Optimization: Why 95% of Your Website Visitors Don't Buy, and What You Can Do About it

Croxen-John, Dan; Van Tonder, Johann

ISBN 10: 178966442X / ISBN 13: 9781789664423

Published by Kogan Page, 2020

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Bibliographic Details

• Title: E-Commerce Website Optimization: Why 95% of Your Website Visitors Don't Buy, and What You Can Do About it
• Publisher: Kogan Page
• Publication Date: 2020
• Language: English
• ISBN 10: 178966442X
• ISBN 13: 9781789664423
• Binding: Soft cover
• Edition: 2nd Edition
• Condition: New

About this title

Synopsis

Conversion rate optimization (CRO) is about understanding people and behaviour, not simply website visits. This book is an all-encompassing guide to the how, the why and the tools and techniques.

Grounded in best-practice theory and research, E-commerce Website Optimization brings together usability, analytics and persuasion to offer a detailed, step-by-step guide to increasing the percentage of visitors who buy from your site and subsequently the amount that these visitors spend when they do. In a complex and evolving field, it will help you improve conversion rates, increase ROI from online marketing campaigns, generate higher levels of repeat business and increase the e-commerce value of websites.

In the fast-moving world of e-commerce, this fully revised second edition includes updates on test metrics, prioritization and personalization, alongside updated case studies and newly recommended tools. E-commerce Website Optimization is an invaluable book for those seeking to implement a data-driven ethos for their organization's e-commerce programme, for everyone from chief digital officers and heads of online sales, to entrepreneurs and small business owners.

About the Authors

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.

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.