Online Shopping Through Consumers' Eyes: A Study of Online Users' Responses to 107 Questions [Paperback]

Evgenii Prussakov (Author), Avinash Kaushik (Foreword)

Book Description

Publication Date: January 1, 2008

The book is based on 107 questions posed to the average Joe/Jane online consumers. The topics covered range from general online advertising and B2C marketing questions, to Website usability and modern day online consumer behavior. The research is intended for online marketers working in various fields: from affiliate marketing and analytics to SEO and Web design. It is the author's hope that the readers will find this study of practical use.

Editorial Reviews

About the Author

A graduate of Cambridge University who also studied philosophy and psychology at the University of Oxford, Evgenii Prussakov is a well-known affiliate marketing expert, writer, blogger, international speaker, and author of the best-selling A Practical Guide to Affiliate Marketing. He holds numerous affiliate management awards, and is currently working on his doctorate residing in Virginia with his wife, Elena, and their daughter, Anastasia.

Product Details

• Paperback: 184 pages
• Publisher: AM Navigator LLC (January 1, 2008)
• Language: English
• ISBN-10: 0979192714
• ISBN-13: 978-0979192715
• Product Dimensions: 8.5 x 5.4 x 0.5 inches
• Shipping Weight: 8 ounces (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #724,837 in Books (See Top 100 in Books)

More About the Author

Evgenii "Geno" Prussakov is a graduate of the University of Cambridge. He is the author of "A Practical Guide to Affiliate Marketing" (2007), the "Online Shopping Through Consumers' Eyes" (2008), multiple articles in such magazines as Website Magazine and FeedFront, Econsultancy.com's blog, as well as his own blog on AMNavigator.com/blog. He is an internationally known speaker and online marketing consultant (with main specialization in affiliate marketing). Geno is also the senior editor for the affiliate marketing section of the Search Engine Marketing Journal, and he was voted the "Best OPM of the Year" for three years in a row (2006-08) by the largest online affiliate marketing community, ABestWeb.com. He is currently working on his doctorate in organizational leadearship, and continues to write and consult.

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars Brining It All Together - By Example, May 1, 2008

By 

Baltimore Bill "Beachy" (On the Beach) - See all my reviews

This review is from: Online Shopping Through Consumers' Eyes: A Study of Online Users' Responses to 107 Questions (Paperback)

I was fortunate enough to receive this book just before a five-hour flight. Aside from taking with a seat-mate, I was able to skim the entire book during the flight. I dog-eared a couple dozen pages to return to when I had time to better digest the ideas.

This book is by no means a "true" scientific study. But that is not a bad thing. Often, heavily-funded studies become too narrowly focused and fail to deliver the goods where it counts for me - in practical insight and applications.

Reading "Online Shopping Through Consumers' Eyes" opened "my" eyes to the general habits of today's online shoppers. I have been in affiliate marketing since 1999 and have seen consistent growth year after year. Some of that growth has come from working harder each year. Geno's book helped me to work smarter.

I went back through those two dozen dog-eared pages and quickly found two practical applications - where I just knew I had to make two changes in one of my most productive travel sites. I did implement those changes and saw an immediate (next day) increase in click-through rates from one of my display pages to the booking pages of my key merchant.

Was it magic? Was it true science? No, and No. What it was, was reading about trends by modern shoppers and what they look for on e-commerce pages; and what they decide, and then do, when it comes to making buying decisions. My "old," yet productive, site had become stale - I had become jaded to what my readers were doing. Those two little changes returned an immediate increase in productivity. For that insight, I sincerely thank Geno and the research he pulled together in the publishing of this book.

Sorry, didn't mean to get off on a tangent with one example. But it worked for me and that was an impressive start.

In re-reading the book, and concentrating on those dog-eared pages that apply to what it is that I do, I now have more insight into the habits of today's shoppers. I am better equipped to design sites that will provide more value to my readers by helping streamline the path that they follow to find what they are seeking from my Web pages. Providing more value to my readers is what I am all about. Mr. Prussakov has helped me better achieve that goal.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Insightful, Sometimes Surprising Book, February 20, 2011

By 

Gab Goldenberg - See all my reviews

This review is from: Online Shopping Through Consumers' Eyes: A Study of Online Users' Responses to 107 Questions (Paperback)

What's excellent about this book is that you get a lot of raw data that enables a variety of insights into consumer behaviour. To wit, who knew that seeing that a site was international (e.g. click here for other languages) reassured consumers?

As an experienced internet marketer who's done a lot of reading both in the field and in marketing generally, I can honestly say that I got a lot of new ideas from this book.

On the con side, I was occasionally dissapointed with the phrasing of a question, because it didn't conform to scientific standards. For instance, some questions featured multiple choice answers that were not properly exclusive when they should have been. That's nonetheless a minor blemish on an otherwise high quality book.

I'd get this for friends!

2 of 2 people found the following review helpful:

5.0 out of 5 stars Great Research, December 22, 2008

By 

Karen Chapey (Canyon Lake, CA) - See all my reviews
(REAL NAME)   

This review is from: Online Shopping Through Consumers' Eyes: A Study of Online Users' Responses to 107 Questions (Paperback)

This is a statistically-based, research manual that presents a ton of data on just exactly how online consumers click and why. It's concisely written and the data is easily grasped.

The results of the survey question 17 was worth the price of the book alone:

Question: If you see a banner advertising a product without a call to action (e.g. "click here") would you attempt to click it?

The answer reveals that it's certainly wise to include some magic action words as 53% of the responses indicated they would not click without.