E-Commerce Website Optimization - Dan Croxen-John Johann van Tonder Kartoniert (TB)

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 r ates 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.