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Conversion Optimization: The Art and Science of Converting Prospects to Customers Paperback – November 11, 2010
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About the Author
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.
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Top Customer Reviews
While conversion rates vary by industry, product and specific business, most are in the single digit, some even lower than 1%. This means that well over 95% visitors that find their way to your website do not take the action you want them to take. This is a huge area for improving the ROI on your website.
According to the authors, "The purpose of this book is to help you create a strategy and provide you with tactics to sell more efficiently and effectively online." To accomplish their purpose the authors provide a logical framework for optimizing the conversion of a website.
The first three steps in conversion optimization are to understand your site visitors through personas. While most marketing professionals are familiar with developing customer profiles, the authors go into great detail describing how to develop your customer personas and how the different personas will react differently on your website. One size will not fit all. You must understand your customer personas and optimize your website to suit them.
The second step is to gain trust and confidence. The third step is to design your website for the different buying stages.Read more ›
I was contacted by one of the authors asking me if I would read the book and give my opinion on it. I believe he asked me because I am a frequent reviewer on Amazon.com. What he did not know is I am also the owner of a small e-commerce website and I am fighting a down economy and the whims of Google changing their search algorithms. My website traffic has been steadily dropping, along with my sales due to the Google Panda update. I needed this book, NOW. Maybe you do, too.
Conversion Optimization offers a comprehensive plan to increase your conversion rates with a methodology that addresses all facets of getting customers who have found your site to "convert". For sites selling products, like mine, that means to buy something. For informational sites or lead generation sites those goals will be different. What I really like about the book is everyone from the large corporation who has their own staff of developers and a totally customized site, down to a mom and pop operation like mine that is running on a Yahoo! store, can find something in the book to help them out. Of course, there are some things I cannot do like the A/B testing, multivariate testing, extensive surveying, etc. But, I highlighted dozens of passages of things I can do and plan to do over the course of the next several weeks.
When it comes to increasing sales, you can bring more customers to your site or your can try to get the ones who are coming to your site to make a purchase.Read more ›
O'Reilly scores again by publishing top quality people.
The price is an absolute bargain. The information contained here is worth thousands of dollars.
Most Recent Customer Reviews
What many marketers and online business owners overlook is the fact that converting more customers out of the existing traffic is far more efficient than looking for more traffic. Read morePublished 9 months ago by Pal
Excellent source for conversion optimization. I have been using this book as a a go to book for commerce optimization.Published 10 months ago by Kuruvilla Mathew
This is a well-written reference guide on how you can turn your website visitors into customers. From the first few pages, you’ll really notice that the authors know first-hand... Read morePublished 11 months ago by Ms. Bookaholic
This book was amazing...it gave great pointers on how to turn your website visitors to customers! I loved the part where they dissect the process of what leads your customers to... Read morePublished 12 months ago by Zakiyrah
A conversion optimization process that you can implement right away!
The book was written by Khalid Saleh and Ayat Shukairy of invesp.com. Read more
i had just completed a digital marketing diploma when I started to read this book. I just wish I had read it before I had finished the diploma as it was full of very useful... Read morePublished on September 6, 2012 by Jan20
This is certainly a must read for anyone involved in e-commerce on-site decision making. Easy read and well structured. Read morePublished on August 14, 2012 by C. Eric Bagdonas
I have been in the e-Commerce industry for a long time and have heard many myths and half-truths about converting. Read morePublished on August 14, 2012 by Thomas R. Bishop
When I got this book, I planned on reading it during my vacation time. After all, books on converting prospects into customers are a few out there. Read morePublished on July 28, 2012 by Alain Tremblay