Conversion optimization the art and science of converting prospects to customers
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...
| Otros Autores: | , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Sebastopol :
O'Reilly
[2011]
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627769806719 |
Tabla de Contenidos:
- Preface; 1The Journey from Clicks to Sales; Converting Visitors to Buyers; Landing Pages; Fifteen Years of Change; Conversion Rates; What You Can Accomplish; 2The Numbers Behind Your Website; Macro Conversions; Key Performance Indicators; Micro Conversions; Building Budgets for Ecommerce Sites with Conversion Rates; Lifetime Value (LTV) of a Customer; Budgeting for Lead Generation Sites; Monetization Models and Conversion Rates; Bounce Rate; Exit Rate; Quality of Traffic (Visitors); Resources; 3Getting to Know Your Customers: Developing Personas; What Are Personas?; Benefits of Personas
- Market Segmentation Versus Persona DevelopmentA Case Against Personas; Back to the Basics: Creating Customer Profiles; Brief History of the Four Temperaments; The Four Temperaments and Personas; Putting It All Together; Your Website from a Different Perspective; Personas and Copy; Adjusting Your Selling Process Through Personas; 4From Confidence to Trust; Value Proposition; Continuity; Congruency; Social Proof; Membership/Professional Organizations or Affiliations; External Reputation; Design Aspects; 5Understanding the Buying Stages; Deciphering the Buying Stages Online
- Complexity of the Product and the Buying Funnel6FUDs; The Buying Decision and FUDs; Getting "Personal" with FUDs; 7Appealing with Incentives; What Are Incentives?; Incentives Versus Value Proposition; Positioning Incentives; Behavioral Incentives; How to Apply Incentives; Additional Tips for Using Incentives; 8Engagement; Measuring the Effectiveness of Engagement; Social Media; Customer Reviews; Cross-Sells and Upsells; Customer Feedback Tools; Informational Videos; Virtual Closets; Virtual Help; 9Testing: The Voice of Visitors; The Basics of Testing; Creating a Successful Test
- Forty-Nine Things You Can Test on Your Website10Be Iterative; When Conversion Optimization Succeeds; When Conversion Optimization Fails; The Upward Spiral; Index
