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E-Commerce Website Optimization

E-Commerce Website Optimization

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

Dan Croxen-John, Johann van Tonder

From £16.66

Convert online traffic and increase revenue this invaluable step-by-step guide to e-commerce website optimisation.

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About the book

For 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.

Table Of Contents

  • Chapter - 1: Introduction to E-Commerce Website Optimization;
  • Chapter - 2: The Kick-Off;
  • Chapter - 3: How People Buy;
  • Chapter - 4: Essential Research;
  • Chapter - 5: Add Depth with Further Research;
  • Chapter - 6: Merchandising Analytics;
  • Chapter - 7: Creating the Optimization Plan;
  • Chapter - 8: Hypotheses and Creative Work;
  • Chapter - 9: Testing Your Hypothesis;
  • Chapter - 10: Personalisation;
  • Chapter - 11: Optimizing the Optimization;
  • Chapter - 12: People and Culture;
  • Chapter - 13: Multilingual Conversion Optimization;
  • Chapter - 14: Launching a New Website;


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, CEO, SmartInsights.com

Highly recommended for anyone who's looking to optimize their online store.
Paras Chopra, Founder & CEO, VWO

The ultimate how-to guide and prescribed reading for anyone wanting to be top of their game.
Manuel Koser, Co-Founder & MD, Silvertree Internet Holdings

Whether you want to attract the best people to your site, test a variety of user interactions or simply want to sell more, this book is the step-by-step guide to increasing revenue, lowering costs and improving customer satisfaction. It's not just a good read, it's a handbook. Keep it on your desk.
Jim Sterne, Founder, eMetrics Summit Board Chair, Digital Analytics Association

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. We live and breath CRO at Qualaroo and this is just the kind of guide I'd want all of our team and customers to read.
Brad Wittwer, CEO, Qualaroo

Book Details

  • EAN: 9780749475383
  • Edition: 1
  • Published: 3rd January 2017
  • Paperback
  • Format: 235x156
  • 256 pages

About the Author

Dan Croxen-John is CEO of AWA Digital, a global e-commerce conversion optimisation agency. Dan is a certified Web Analyst, a Fellow of the Institute of Direct Marketing, and has served on advisory boards for numerous associations. Dan writes regularly on analytics and Conversion Rate Optimisation and has spoken at many international conferences.

Johann van Tonder is COO at AWA Digital. He delivers massive sale improvements for big and small e-commerce businesses alike. Having trained and coached optimisation teams around the world, he makes complex concepts easy to understand.

Dan Croxen-John

Johann van Tonder

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