LEADER 03152oam 2200445 450 001 9910157803603321 005 20230810001618.0 010 $a0-7494-7539-0 035 $a(MiAaPQ)EBC4777047 035 $a(EXLCZ)993710000001009486 100 $a20170119h20172017 uy 0 101 0 $aeng 135 $aurcn#|||||||| 181 $csti$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aE-commerce website optimization $ewhy 95% of your website visitors don't buy, and what you can do about it /$fDan Croxen-John and Johann van Tonder 210 1$aLondon :$cKogan Page,$d2017. 210 4$dİ2017 215 $a1 online resource (238 pages) $cillustrations 311 18$a0-7494-7538-2 320 $aIncludes bibliographical references and index. 327 $aIntroduction to e-commerce website optimization -- The kick-off -- How people buy -- Essential research -- Add depth with further research -- Merchandising analytics -- Creating the optimization plan -- Hypotheses and creative work -- Testing your hypotheses -- Personalization -- Optimizing the optimization -- People and culture -- Multilingual conversion optimization -- Launching a new website 330 $aFor those running e-commerce websites there are three ways to increase sales: increasing the quantity of visitors; increasing the percentage of visitors who buy from the site; and increasing the amount that visitors spend when they buy. E-commerce Website Optimization goes beyond simply increasing traffic, helping readers to improve conversion rates, increase ROI from online marketing campaigns, and generate higher levels of repeat business. It brings together usability, analytics and persuasion to offer a straightforward and detailed 5-step methodology of how to use the tools and techniques of Conversion Rate Optimization (CRO) to increase the e-commerce value of websites. Grounded in the latest theory and research, this will help readers to be well-informed and confident to make the right choices. Backed up with a range of invaluable case studies, E-commerce Website Optimization is perfect for those seeking to implement a data-driven ethos to their organization's e-commerce programme, based on market-tested and robust split-test methodology used across a range of commercial businesses. It supports all those responsible for online sales within an organization, be they the Chief Digital Officer, Head of Online Sales or E-commerce; or entrepreneurs and owners of small businesses deriving a substantial proportion of revenue from e-commerce. 517 3 $aWhy 95 per cent of your website visitors don't buy, and what you can do about it 606 $aElectronic commerce 606 $aWeb sites$xDesign 606 $aWeb site development 615 0$aElectronic commerce. 615 0$aWeb sites$xDesign 615 0$aWeb site development. 676 $a658.84 700 $aCroxen-John$b Dan$01249236 702 $aTonder$b Johann van 801 0$bMiAaPQ 801 2$bt 906 $aBOOK 912 $a9910157803603321 996 $aE-commerce website optimization$92895041 997 $aUNINA