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Conversion Optimization: The Art and Science of Converting Prospects to Customers Paperback – November 11, 2010


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Conversion Optimization: The Art and Science of Converting Prospects to Customers + Convert!: Designing Web Sites to Increase Traffic and Conversion + Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
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Product Details

  • Paperback: 272 pages
  • Publisher: O'Reilly Media; 1 edition (November 11, 2010)
  • Language: English
  • ISBN-10: 1449377564
  • ISBN-13: 978-1449377564
  • Product Dimensions: 0.7 x 6.8 x 9 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (23 customer reviews)
  • Amazon Best Sellers Rank: #429,746 in Books (See Top 100 in Books)

Editorial Reviews

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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Customer Reviews

4.6 out of 5 stars
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Then I read the book cover to cover!
Roy Bingham
The conversion rate of visitors to most websites is dismal.
John Chancellor
Great book, fun to read, and gets you jacked.
Jeremy H

Most Helpful Customer Reviews

5 of 5 people found the following review helpful By John Chancellor TOP 500 REVIEWERVINE VOICE on May 19, 2011
Format: Paperback
Far too many businesses focus on getting visitors to their websites. They seem to believe that once they have gotten the visitor to the website, their job is done. The conversion rate of visitors to most websites is dismal. Conversion is defined as getting a visitor to take some specific action such as buy, download a white paper, sign up for future messages. Unless the visitor converts, all the money you spent on the website and generating the traffic is wasted. More and more businesses are starting to recognize the need to apply the principles of conversion optimization to their websites.

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.
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10 of 13 people found the following review helpful By Roy Bingham on February 18, 2011
Format: Paperback
I sat down on a plane yesterday evening with a two hour flight. I was tired and thought this book might help me sleep! Then I read the book cover to cover! I did skim a few sections and finished when the Captain told us we were about to land. Kept me fully awake with a lot of very valuable insight and a well-crafted explanation. I now have an extensive list of changes that I can't wait to test on our sites. Khalid and Ayat are true experts in their field. This is not consultant waffle, but rather hard facts based on real analysis and experience in the trenches. Congratulations I will be recommending your book to friends and colleagues
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3 of 3 people found the following review helpful By Brian Smith VINE VOICE on May 9, 2011
Format: Paperback Verified Purchase
If you are looking for a ways to improve the performance of your e-commerce website, there is no way you can read Conversion Optimization and not come up with some great ideas that will directly improve your e-commerce business.

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.
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Format: Paperback
In the early days of World Wide Web the mare presence of a webpage with the info about your products or content was considered sufficient for the promotion and success of your online business. However, most people soon realized that bringing customers or content viewers to the website was not enough to assure sales or other metrics of success. The exact layout, navigation, and other elements of the website architecture all need to be fine-tuned in order to increase conversion rates. In the early days conversion optimization was somewhat of a dark art, but over the past decade or so there has been an enormous increase in our understanding of what motivates consumers online and how those insights can be translated into desired actions.

"Conversion Optimization" is as close as one can get to a textbook on this subject. The book is extremely thorough, full of valuable insights, and it provides many useful examples and suggestions that can be easily implemented by almost anyone on their own. Conversion optimization is a data driven enterprise, and there is plenty of data and other useful information in this book that can best illustrate the points that are being made. The book provides a snapshot of most important website analytics concepts, tools, and measures. It highlights somewhat different definitions that are in use for the measurement of, for instance, bounce rates. The book emphasizes the importance of testing various different site designs, but it also shows the limits of this approach. Only the highly visited sites can gather enough information on user behavior that will be statistically relevant and informative for the purposes of conversion optimization.

Conversion optimization is still as much of an art as it is science, but informative, systematic and pedagogical books like this one go a long way towards shedding some much need light onto this field.
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