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E-Commerce Website Optimization

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

Convert online traffic and increase revenue with this invaluable step-by-step guide to e-commerce website optimization.
EAN: 9780749475383
Edition: 1
Published:
Format: 235x158
256 pages

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.

About the authors

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.


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