Conversion rate optimization (CRO) is a complex field and one that is rapidly evolving. It's
about understanding people and their behaviour not simply website visits. E-commerce Website
Optimization provides an all-encompassing guide explaining the how and why before focusing on
techniques and tools to increase the percentage of visitors who buy from the site and
subsequently the amount that these visitors spend when they buy. Grounded in best-practice
theory and research it brings together usability analytics and persuasion to offer a detailed
step-by-step guide to 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 as well as a new chapter on persuasive
copywriting. 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.
