E-Commerce Website Optimization

Why 95% of Your Website Visitors Don't Buy, and What You Can Do About it

By: Dan Croxen-John, Johann van Tonder

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Paperback | 3 December 2020 | Edition Number 2

At a Glance

Paperback
272 Pages

Edition Type
Revised

Dimensions(cm)
23.5 x 16 x 1.5

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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, a global e-commerce conversion optimization agency. He is a certified Web Analyst, a Fellow of the Institute of Direct Marketing, and has served on advisory boards for numerous associations.

Johann van Tonder is COO at AWA Digital, working with brands such as Canon, Avis and Interflora. He has trained and coached big and small e-commerce businesses around the world, and is a regular speaker at international conferences.

Industry Reviews

"'A must-have for any e-commerce business, this book captures technical expertise and the methodologies required to run very successful optimization programs.'" * John Donnellan, Director, E-Commerce EMEA, Canon Europe *
"'At last, a practical guide dedicated to Conversion Rate Optimization (CRO) for online retail.'" * Dr Dave Chaffey, co-Founder, SmartInsights.com *
"'This book explores how to understand people, their behaviour, their feedback, their testing choices and win bigger revenues.'" * Avinash Kaushik, Digital Marketing Evangelist, Google and author of Web Analytics 2.0 and Web Analytics: An Hour a Day *
"'Highly recommended for anyone who's looking to optimize their online store.'" * Paras Chopra, Founder & Chairman, VWO *
"'Dan and Johann draw from their own in-the-trenches experience to craft an essential read for the developing CRO practitioner. From their strategic approach down to targeted tactics, they provide the playbook on how to uncover insights for e-commerce growth.'" * Bratt Wittwer, former CEO, Qualaroo *

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