E-Commerce Website Optimization

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 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, 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.

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.