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Online Shopping Through Consumers' Eyes: A Study of Online Users' Responses to 107 Questions Paperback – January 1, 2008

ISBN-13: 978-0979192715 ISBN-10: 0979192714

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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
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #2,413,524 in Books (See Top 100 in Books)

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.

More About the Author

Award-winning affiliate management expert Evgenii "Geno" Prussakov is the CEO & Founder of AM Navigator - a world's leading OPM agency. As an affiliate program manager and consultant he has contributed to the online marketing success of Forbes, Nokia, Hallmark, Warner Music, Skype, Forex Club, and hundreds of small businesses. Prussakov has authored "A Practical Guide to Affiliate Marketing" (2007) and "Affiliate Program Management: An Hour a Day" (2011) which have trained thousands of marketing professionals. In 2011 for influencing "change within the industry" LinkShare named him one of Performance Marketing's Most Vocal Advocates, while Small Business Trends recognized him in their 2011 Small Business Influencer initiative. In 2012 Geno has launched Affiliate Management Days, the world's first and only affiliate management conference. Besides books, he shares his knowledge through major digital marketing magazines (Website Magazine, Revenue Performance, Search Marketing Standard, Visibility Magazine, etc), blogs, conference presentations (at Affiliate Summit, a4uexpo, eMetrics Marketing Optimization Summit, PubCon, etc), and also maintains his own blog (named Best Affiliate Blog in 2010 & 2011).

Customer Reviews

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See all 8 customer reviews
This book is an excellent resource for anyone who markets online.
Fundraising Fan
What's excellent about this book is that you get a lot of raw data that enables a variety of insights into consumer behaviour.
Gab Goldenberg
Aside from taking with a seat-mate, I was able to skim the entire book during the flight.
Baltimore Bill

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Baltimore Bill on May 1, 2008
Format: 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.
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3 of 3 people found the following review helpful By Gab Goldenberg on February 20, 2011
Format: 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!
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3 of 3 people found the following review helpful By Karen Chapey on December 22, 2008
Format: 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.
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2 of 2 people found the following review helpful By M. van Bronkhorst on May 25, 2008
Format: Paperback Verified Purchase
This was a happy accidental find. I was actually looking for another book by Geno Prussakov when I stumbled over his Online Shopping Through Consumer Eyes, and picked it up on a whim. It arrived a few days later and I almost set it aside, but I'm glad I didn't. It opened MY eyes, and gave me many crucial viewpoints that I had not discerned about my own online store.

I raced through it in an hour, PostIt notes in hand, and then immediately started to re-read, slowly this time, and taking action at every turn. The changes ranged from the small things - the addition of a toll-free number - to the massive - restructuring the store layout so that it takes no more than three clicks to reach items for sale.

The book's approach is logical and straightforward, brief and pointed. Geno has captured the essence of online shopping and boiled it down to a solid foundation. If you sell online, if you are considering selling online, or if you shop online and wonder why things work the way you want them (or don't!), you want this book. If you intend to succeed at selling online, then you NEED this book.
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