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Conversion Optimization: The Art and Science of Converting Prospects to Customers
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 improvementsWalk through different stages of a sale and understand the value of eachUnderstand your website visitors through persona creationConnect with potential customers and guide them toward a conversionLearn how to deal with FUDs -- customer fears, uncertainties, and doubtsExamine the path that visitors take from landing page to checkoutTest any change you make against your original design"The Web is unique in its ability to deliver this almost improbable 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 An Hour A Day (both Sybex)
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 improvementsWalk through different stages of a sale and understand the value of eachUnderstand your website visitors through persona creationConnect with potential customers and guide them toward a conversionLearn how to deal with FUDs -- customer fears, uncertainties, and doubtsExamine the path that visitors take from landing page to checkoutTest any change you make against your original design"The Web is unique in its ability to deliver this almost improbable 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 An Hour A Day (both Sybex)
- GenresBusinessPsychology
433 pages, Kindle Edition
First published October 15, 2010
17 people are currently reading
286 people want to read
About the author
Khalid Saleh
4 booksAuthor, Founder of Invesp, Conversion Optimization Firm.
Studied in The University of Texas at Austin.
Studied in The University of Texas at Austin.
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Displaying 1 - 4 of 4 reviews
April 21, 2012
This is a short book packed with guidance on how to make your website a successful endeavor. The authors walk you through the basics of measuring your website's performance, explaining the meaning behind key metrics such as bounce rate, exit rate, and, of course, conversion rate, among others.
The authors shy away from providing short-cuts to success, preferring instead to outline the approach they take with their own customers in improving performance. The main takeaway is that improving a website's conversion rate is more effective than building search rankings and traffic. With even a modicum of traffic, a website with a double-digit conversion rate will be successful.
However, in chapter 9, the authors finally serve up a list of things website owners can attempt that may dramatically improve a site's performance. This list is pure gold for those website owners who are floundering around with what to do next. Once these steps have been attempted, the longer term process described by the authors (persona development, sales funnel development, etc.) can be undertaken to begin the incremental improvements needed for a website to increase its performance over the long haul.
Additionally, the book is well written and contains many short and demonstrative case studies that underscore the authors' excellent insights.
If you're a website owner who is just starting out, you will no doubt experience the overwhelming feeling of the enormous amount of work to set up, optimize, and maintain your website. This book will help you get to the point where you can actually get your site to do what it's supposed to do in the least amount of time possible.
The authors shy away from providing short-cuts to success, preferring instead to outline the approach they take with their own customers in improving performance. The main takeaway is that improving a website's conversion rate is more effective than building search rankings and traffic. With even a modicum of traffic, a website with a double-digit conversion rate will be successful.
However, in chapter 9, the authors finally serve up a list of things website owners can attempt that may dramatically improve a site's performance. This list is pure gold for those website owners who are floundering around with what to do next. Once these steps have been attempted, the longer term process described by the authors (persona development, sales funnel development, etc.) can be undertaken to begin the incremental improvements needed for a website to increase its performance over the long haul.
Additionally, the book is well written and contains many short and demonstrative case studies that underscore the authors' excellent insights.
If you're a website owner who is just starting out, you will no doubt experience the overwhelming feeling of the enormous amount of work to set up, optimize, and maintain your website. This book will help you get to the point where you can actually get your site to do what it's supposed to do in the least amount of time possible.
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August 21, 2020explain some of analytics concepts behind conversion optimization. In other words, ways to translate your beautiful design into money
January 9, 2011
Interesting book. I was able to learn many new things, but I am absolutely newbie in this field, so if you have experience and know about Personas creation and FUDs, I doubt that you will find something new. But nevertheless a good book. Recommended
April 15, 2013
Good enough to start conversion optimization in a more professional way.
Really "next level" book covering almost all essential parts of conversion optimization.
Only 4 from 5 just because sometimes it's hard to understand what is the main point of the case.
Really "next level" book covering almost all essential parts of conversion optimization.
Only 4 from 5 just because sometimes it's hard to understand what is the main point of the case.
Displaying 1 - 4 of 4 reviews