- Paperback: 184 pages
- Publisher: AM Navigator LLC (January 1, 2008)
- Language: English
- ISBN-10: 0979192714
- ISBN-13: 978-0979192715
- Product Dimensions: 5.5 x 0.5 x 8.5 inches
- Shipping Weight: 8 ounces
- Average Customer Review: 8 customer reviews
- Amazon Best Sellers Rank: #4,100,878 in Books (See Top 100 in Books)
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Online Shopping Through Consumers' Eyes: A Study of Online Users' Responses to 107 Questions
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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.
Top customer reviews
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.
What turned me off the most is that the author has zero market research experience and he didn't consult with a true professional. Most of the questions asked are really bad and he makes every possible mistake a market research newbie makes. He asks leading questions which leads to a predictable answer which not might actually be true.
Save your money, don't bother reading this book. I guess you can get something out of it if you don't know absolutely anything about internet or e-commerce.
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.
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!
Most recent customer reviews
I always wanted to know the answers to these questions...Read more