Conversion Optimization

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)

Khalid Saleh is co-founder of Invesp, an ecommerce optimization company. He has more than 12 years of experience in ecommerce architecture, design and implementation, and is an in-demand speaker at industry events such as Emetrics, SMX, Conversion conference, DMA, PubCon and ACCM. Khalid is also the chief architect behind the first conversion optimization intelligence platform. Ayat Shukairy is co-founder of Invesp, and focuses on website usability and online persuasion. She is a frequent speaker at industry events such as Search Engine Strategies and Web 2.0. Ayat is regularly quoted in publications including Internet Retailer, Retail wire, and Medill. Ayat is Invesp's lead conversion architect helping companies such as HowStuffWorks, RHDJapan, and Home Gallery Stores generate an average 65% improvement in conversion rates and online revenue.

- Advance Praise for Conversion Optimization - Dedication - Preface - Chapter 1: The Journey from Clicks to Sales - Chapter 2: The Numbers Behind Your Website - Chapter 3: Getting to Know Your Customers: Developing Personas - Chapter 4: From Confidence to Trust - Chapter 5: Understanding the Buying Stages - Chapter 6: FUDs - Chapter 7: Appealing with Incentives - Chapter 8: Engagement - Chapter 9: Testing: The Voice of Visitors - Chapter 10: Be Iterative - Colophon