Convert Every Click: Make More Money Online with Holistic Conversion Rate Optimization

ISBN-13: 9781118759677 / Angielski / Miękka / 2013 / 240 str.

Benji Rabhan

Opis

A holistic approach to conversion rate optimization that encompasses an entire business--online and offline--to drive more sales and referrals, and increase bottom-line profits In order for your business to survive, you must convert anonymous traffic into sales. The better you do that, the more money you make. The science of tweaking and testing webpages to convert the maximum number of people is known as conversion rate optimization (CRO). Convert Every Click introduces an expanded vision of CRO that the author, Benji Rabhan, calls -holistic conversion rate optimization.- Internet technology and innovation have changed the way you should be optimizing your business, your marketing, and your websites. The book looks at the psychology behind this new way of optimizing an entire business for more profits. It examines how your website plays a role in your overall business strategy, and details how to use CRO psychology and strategies to increase profits.

• Teaches proven strategies for increasing conversions across your entire business
• Details various split testing and data gathering methods and when to use each one
• Unveils a holistic approach to conversion rate optimization, using technology to create a more customer-centric experience that not only increases conversions, but also improves customer engagement and satisfaction

With guidance from Convert Every Click, you'll learn how to boost conversions and consumption across your entire business by maximizing every bit of your hard-earned traffic before, during, and after a sale.

Spis treści

Acknowledgments vii

Preface ix

Chapter One What Is Holistic Conversion Rate Optimization? 1

Chapter Two Designing Your Funnel 22

Chapter Three Information Capture and Defining the Ideal Conversion Point 35

Chapter Four Split–Testing Strategies 55

Chapter Five How to Gather Data 71

Chapter Six Conversion–Centric Design 87

Chapter Seven Conversion–Centric Copywriting 109

Chapter Eight Video Conversion Strategies 121

Chapter Nine Landing Page Strategies 136

Chapter Ten Standard Website Strategies 144

Chapter Eleven Shopping Cart Website Strategies 155

Chapter Twelve Mobile Website Strategies 163

Chapter Thirteen How to Optimize Traffi c for Conversion 172

Chapter Fourteen Follow–Up Marketing Strategies 183

Chapter Fifteen Advanced Strategies from Benji s Conversion Vault 198

Conclusion 211

Index 215

O autorze

BENJI RABHAN is the founder and CEO of ConversionCore, a consulting firm that works with companies to scientifically optimize their entire business, from traffic generation through website conversion and follow–up marketing. An expert in peak performance for medium– to large–sized companies, Rabhan credits his Holistic Conversion Rate Optimization process for his over 90 percent success rate with increasing conversions for clients.

Blurb

Can You Really Convert Every Visitor to Your Website?

• Your company website exists to increase sales and capture leads, right? Online gimmicks and flashy designs rarely sway modern consumers anymore, and many companies find they have to work harder than ever to attract customers or clientele through their websites.
• Convert Every Click presents a comprehensive, accessible approach to increasing profits through Holistic Conversion Rate Optimization. Marketing expert Benji Rabhan details the psychology behind why website visitors respond to different elements on your website and other marketing such as e–mail and online advertising. Once you understand the psychology, you can consistently improve the number of people converted into customers or leads.
• A uniquely holistic view of conversion rate optimization and a twist on usability for maximizing profits and encouraging brand loyalty, Convert Every Click is your guide to creating the right visitor experience for all the different people who engage with your company′s marketing.

"Benji Rabhan is one of the smartest conversion guys I know. He′s really two to three years ahead of the other companies out there. He consistently generates astonishing results for his clients, and the people I work with rave about him. . . . Sometimes a decision to buy is made even before you consciously process what you see. It′s like Benji has his finger on the pulse of the inner ′lizard brain′ ′of your prospects."

PERRY MARSHALL, coauthor of Ultimate Guide to Google AdWords