E-commerce website optimization: why 95 per cent of your website visitors don't buy and what you can do about it
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
2017
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xvi, 233 Seiten Illustrationen, Diagramme |
| ISBN: | 9780749475383 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804177349480022016 |
|---|---|
| adam_text | CONTENTS
List of Figures xi
List of Tables xiii
Foreword xv
Introduction xvii
Acknowledgetnents xviii
01 Introduction to e-commerce website optimization l
E-commerce website optimization 1
How does it work 2
Summary 5
Notes 6
02 The kick-off 7
Get the team in place 7
How big should your team be? 10
Gathering evidence with tools 10
Split-testing platform 15
Summary 15
Notes 16
03 How people buy 17
Why do people buy? 17
What makes people buy? 18
Are you selling to 5 per cent of the brain? 19
Six principles of influence 20
The consumer buying decision-making process 23
FBM Model of behaviour 26
Summary 28
Notes 28
04 Essential research 31
The research landscape 31
Personas 33
User journey mapping 37
f dfft } Contents
Usability testing 43
E-mail surveys 49
Summary 53
Notes 54
05 Add depth with further research 55
Heuristic evaluation 55
interviews 60
Feedback and transcript analysis 62
Onsite polls 63
Satisfaction survey 64
Customer immersion 65
Competitor analysis 66
Value proposition 67
Visitor behaviour maps 72
Session recordings 76
Onsite search 76
Form analysis 78
Exclusion split tests 80
Technical site performance audit 81
Summary 82
Notes 83
06 Merchandising analytics 85
New product analysis 85
Ratio analysis 90
Navigation analysis 91
Look-to-book analysis 91
Price-point analysis 93
Price testing 95
Summary 96
Notes 97
07 Creating the optimization plan 99
Ideation 99
Sorting the ideas in the optimization plan 104
How to prioritize ideas 108
Summary 117
Notes 117
Contents
CID
08 Hypotheses and creative work 119
What is a hypothesis 119
From hypothesis to creative work 120
Case study - Xero Shoes 128
Summary 132
Notes 132
09 Testing your hypotheses 133
The case for split testing 133
Types of split test 136
Big and small changes 138
Making the choice 139
Statistics for optimizers 141
How long should a split test run? 145
Split testing low traffic sites 146
How to avoid common testing problems 148
Interpreting test results 150
Declaring a win 154
How to deal with negative tests 158
Document test results 160
Summary 162
Notes 163
10 Personalization 165
What is personalization? 165
Different forms of personalization 165
When should you personalize? 169
Technical options for personalization 171
How does personalization differ from split testing? 172
Simultaneous testing and personalization 172
Summary 173
Notes 174
11 Optimizing the optimization 175
Summary 179
C 1 Contents
12 People and culture i8i
How to find, select and motivate in-house conversion
optimizers 181
Obstacles to a culture of optimization 187
Successful optimization cultures 190
Case Study: So what does a culture of optimization actually
look like? 191
When to outsource 192
Summary 193
Notes 194
13 Multilingual conversion optimization 195
Welcome visitors from afar 195
Our approach to multilingual optimization 197
Changes that will need to be made 206
Summary 207
Notes 208
14 Launching a new website 209
Do you need a new website? 209
Five stages of a new website 213
Strategy stage 214
Early stage protection measures 216
Middle stage protection measures 217
Final stage protection measures 219
Live stage protection measures 220
Summary 221
Note 223
Further reading 225
Additional acknowledgements 227
Index 229
|
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| discipline | Informatik Wirtschaftswissenschaften |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-07-10T07:46:40Z |
| institution | BVB |
| isbn | 9780749475383 |
| language | English |
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| physical | xvi, 233 Seiten Illustrationen, Diagramme |
| publishDate | 2017 |
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| spelling | Croxen-John, Dan Verfasser aut E-commerce website optimization why 95 per cent of your website visitors don't buy and what you can do about it Dan Croxen-John and Johann van Tonder London Kogan Page 2017 xvi, 233 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Website (DE-588)4596172-4 gnd rswk-swf Erfolgsfaktor (DE-588)4197034-2 gnd rswk-swf Kaufverhalten (DE-588)4073331-2 gnd rswk-swf Kunde (DE-588)4114330-9 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 s Erfolgsfaktor (DE-588)4197034-2 s Kaufverhalten (DE-588)4073331-2 s Kunde (DE-588)4114330-9 s Website (DE-588)4596172-4 s DE-604 Van Tonder, Johann Verfasser aut Erscheint auch als Online-Ausgabe 978-0-7494-7539-0 Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029615239&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Croxen-John, Dan Van Tonder, Johann E-commerce website optimization why 95 per cent of your website visitors don't buy and what you can do about it Electronic Commerce (DE-588)4592128-3 gnd Website (DE-588)4596172-4 gnd Erfolgsfaktor (DE-588)4197034-2 gnd Kaufverhalten (DE-588)4073331-2 gnd Kunde (DE-588)4114330-9 gnd |
| subject_GND | (DE-588)4592128-3 (DE-588)4596172-4 (DE-588)4197034-2 (DE-588)4073331-2 (DE-588)4114330-9 |
| title | E-commerce website optimization why 95 per cent of your website visitors don't buy and what you can do about it |
| title_auth | E-commerce website optimization why 95 per cent of your website visitors don't buy and what you can do about it |
| title_exact_search | E-commerce website optimization why 95 per cent of your website visitors don't buy and what you can do about it |
| title_full | E-commerce website optimization why 95 per cent of your website visitors don't buy and what you can do about it Dan Croxen-John and Johann van Tonder |
| title_fullStr | E-commerce website optimization why 95 per cent of your website visitors don't buy and what you can do about it Dan Croxen-John and Johann van Tonder |
| title_full_unstemmed | E-commerce website optimization why 95 per cent of your website visitors don't buy and what you can do about it Dan Croxen-John and Johann van Tonder |
| title_short | E-commerce website optimization |
| title_sort | e commerce website optimization why 95 per cent of your website visitors don t buy and what you can do about it |
| title_sub | why 95 per cent of your website visitors don't buy and what you can do about it |
| topic | Electronic Commerce (DE-588)4592128-3 gnd Website (DE-588)4596172-4 gnd Erfolgsfaktor (DE-588)4197034-2 gnd Kaufverhalten (DE-588)4073331-2 gnd Kunde (DE-588)4114330-9 gnd |
| topic_facet | Electronic Commerce Website Erfolgsfaktor Kaufverhalten Kunde |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029615239&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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