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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 + Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions + You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
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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: 7 x 0.7 x 9.2 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: #944,033 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.

Customer Reviews

4.6 out of 5 stars
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I was tired and thought this book might help me sleep!
Roy Bingham
If you are in anyway involved in ecommerce, you would do well to read this book.
John Chancellor
This book has a lot of good info about increasing your site's conversion rate.
Amazon Customer

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 14 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 4 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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1 of 1 people found the following review helpful By Joe on March 11, 2013
Format: Paperback Verified Purchase
This book is incredibly important to anyone who cares about conversion rate optimization. There is no fluff in this book. The authors go through details explaining rules, metrics and buying decisions. They are not some academic researchers, but practitioners, experts in the field. This is their full-time day job. They have taken time out of their schedule to share important secrets about conversion rate optimization.

O'Reilly scores again by publishing top quality people.

The price is an absolute bargain. The information contained here is worth thousands of dollars.
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5 of 7 people found the following review helpful By Amazon Customer on December 6, 2010
Format: Paperback Verified Purchase
This book has a lot of good info about increasing your site's conversion rate. It is geared more toward ecommerce sites, although there are also some broader implications to other types of sites as well. It has a good mix of teaching the concepts behind conversion optimization as well as specific examples and techniques to implement.
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