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Artikelzustand
Gut: Buch, das gelesen wurde, sich aber in einem guten Zustand befindet. Der Einband weist nur sehr ...
Release Year
2010
Book Title
Conversion Optimization: The Art and Science of Converting Pro...
ISBN
9781449377564
Kategorie

Über dieses Produkt

Product Identifiers

Publisher
O'reilly Media, Incorporated
ISBN-10
1449377564
ISBN-13
9781449377564
eBay Product ID (ePID)
92378002

Product Key Features

Number of Pages
272 Pages
Publication Name
Conversion Optimization : the Art and Science of Converting Prospects to Customers
Language
English
Publication Year
2010
Subject
Web / Design, Web / Search Engines, Sales & Selling / General, Marketing / Direct, E-Commerce / General (See Also Computers / Electronic Commerce)
Type
Textbook
Subject Area
Computers, Business & Economics
Author
Ayat Shukairy, Khalid Saleh
Format
Trade Paperback

Dimensions

Item Height
0.6 in
Item Weight
16.6 Oz
Item Length
9.1 in
Item Width
7 in

Additional Product Features

Intended Audience
Scholarly & Professional
Dewey Edition
22
Illustrated
Yes
Dewey Decimal
006.76
Table Of Content
Advance Praise for Conversion Optimization;Dedication;Preface; How Should You Read This Book?; Who Should Read This Book?; Who Should Not Read This Book?; About the Examples in This Book; If You Like (or Don't Like) This Book; How to Contact Us; Safari® Books Online; Acknowledgments;Chapter 1: The Journey from Clicks to Sales; 1.1 Converting Visitors to Buyers; 1.2 Landing Pages; 1.3 Fifteen Years of Change; 1.4 Conversion Rates; 1.5 What You Can Accomplish;Chapter 2: The Numbers Behind Your Website; 2.1 Macro Conversions; 2.2 Key Performance Indicators; 2.3 Micro Conversions; 2.4 Building Budgets for Ecommerce Sites with Conversion Rates; 2.5 Lifetime Value (LTV) of a Customer; 2.6 Budgeting for Lead Generation Sites; 2.7 Monetization Models and Conversion Rates; 2.8 Bounce Rate; 2.9 Exit Rate; 2.10 Quality of Traffic (Visitors); 2.11 Resources;Chapter 3: Getting to Know Your Customers: Developing Personas; 3.1 What Are Personas?; 3.2 Benefits of Personas; 3.3 Market Segmentation Versus Persona Development; 3.4 A Case Against Personas; 3.5 Back to the Basics: Creating Customer Profiles; 3.6 Brief History of the Four Temperaments; 3.7 The Four Temperaments and Personas; 3.8 Putting It All Together; 3.9 Your Website from a Different Perspective; 3.10 Personas and Copy; 3.11 Adjusting Your Selling Process Through Personas;Chapter 4: From Confidence to Trust; 4.1 Value Proposition; 4.2 Continuity; 4.3 Congruency; 4.4 Social Proof; 4.5 Membership/Professional Organizations or Affiliations; 4.6 External Reputation; 4.7 Design Aspects;Chapter 5: Understanding the Buying Stages; 5.1 Deciphering the Buying Stages Online; 5.2 Complexity of the Product and the Buying Funnel;Chapter 6: FUDs; 6.1 The Buying Decision and FUDs; 6.2 Getting "Personal" with FUDs;Chapter 7: Appealing with Incentives; 7.1 What Are Incentives?; 7.2 Incentives Versus Value Proposition; 7.3 Positioning Incentives; 7.4 Behavioral Incentives; 7.5 How to Apply Incentives; 7.6 Additional Tips for Using Incentives;Chapter 8: Engagement; 8.1 Measuring the Effectiveness of Engagement; 8.2 Social Media; 8.3 Customer Reviews; 8.4 Cross-Sells and Upsells; 8.5 Customer Feedback Tools; 8.6 Informational Videos; 8.7 Virtual Closets; 8.8 Virtual Help;Chapter 9: Testing: The Voice of Visitors; 9.1 The Basics of Testing; 9.2 Creating a Successful Test; 9.3 Forty-Nine Things You Can Test on Your Website;Chapter 10: Be Iterative; 10.1 When Conversion Optimization Succeeds; 10.2 When Conversion Optimization Fails; 10.3 The Upward Spiral;Colophon;
Synopsis
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 improvements Walk through different stages of a sale and understand the value of each Understand your website visitors through persona creation Connect with potential customers and guide them toward a conversion Learn how to deal with FUDs -- customer fears, uncertainties, and doubts Examine the path that visitors take from landing page to checkout Test any change you make against your original design "The Web is unique in its ability to deliver this almost improbable win-win: 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 Analytics: An Hour A Day (both Sybex), 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 improvements Walk through different stages of a sale and understand the value of each Understand your website visitors through persona creation Connect with potential customers and guide them toward a conversion Learn how to deal with FUDs -- customer fears, uncertainties, and doubts Examine the path that visitors take from landing page to checkout Test any change you make against your original design "The Web is unique in its ability to deliver this almost improbable win-win: 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 Analytics: An Hour A Day (both Sybex), Turn website visitors into customers with Conversion Optimization. This book offers practical advice on how to give your visitors the material they need to make a quick buying decision -- without driving them away through navigation or information overload., How do you turn website visitors into customers? Conversion Optimization offers practical advice on how to give your visitors the material they need to make a quick buying decision -- without driving them away through navigation or information overload. With this book, you'll examine various techniques for blending successful website sales approaches with the particular needs of your business and the people you want to attract. Based on the authors' years of experience in helping businesses bring customers to the online cash register, Conversion Optimization addresses every aspect of the process, from landing visitors to finalizing the sale. This book will help you increase the buyer to visitor ratio significantly, whether you're involved with marketing at a large e-commerce site or manage a modest online operation. * Walk through the different stages of a sale * Determine what to include on the landing page * Get methods for dealing with different kinds of customers * Learn ways of testing which approaches work * Evaluate which tools matter most in particular contexts, 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 improvements Walk through different stages of a sale and understand the value of each Understand your website visitors through persona creation Connect with potential customers and guide them toward a conversion Learn how to deal with FUDs -- customer fears, uncertainties, and doubts Examine the path that visitors take from landing page to checkout Test any change you make against your original design "The Web is unique in its ability to deliver this almost improbable win-win: 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 Analytics: An Hour A Day (both Sybex)
LC Classification Number
TK5105.888

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