Convert!: Designing Web Sites to Increase Traffic and Conversion

Convert!: Designing Web Sites to Increase Traffic and Conversion
By Ben Hunt

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Product Description

Solve your traffic troubles and turn browsers into buyers

When web design expert Ben Hunt set out to quantify the difference between an ordinary web site and a great one, he expected to find the key in design simplicity. But when his team more than doubled the conversion rates for a wide range of sites, they identified simple yet powerful solutions involving design, copy, appropriate analysis, classic optimization techniques, and targeted testing. You'll find the fixes easy to implement, and they're all right here.

  • Understand the essentials - your market, your proposition, and your delivery.
  • Create a site that is seen by the right people, provides a compelling experience, and generates the desired action.
  • Learn how to use testing to improve your site's conversion rate.
  • Discover the holistic nature of web site optimization and why multiplicity matters.
  • Examine dozens of simple techniques for building traffic, engaging your audience, and crafting effective calls to action.
  • Combine creativity with analysis for the best possible results.

Ben Hunt is Principal Consultant for Scratchmedia Ltd. He operates webdesignfromscratch.com, which provides tutorials and advice to over 120,000 web developers each month. Ben has been designing, coding, and producing web sites for clients worldwide for more than 15 years, and is considered a leader in the web usability industry.

Forewords by Ken McCarthy, founder of the System Seminar, and Drayton Bird, Drayton Bird Associates.


Product Details

  • Amazon Sales Rank: #216500 in Books
  • Brand: imusti
  • Published on: 2011-02-01
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.30" h x .68" w x 7.40" l, 1.16 pounds
  • Binding: Paperback
  • 312 pages

Features

  • Wiley Publishing

Editorial Reviews

From the Back Cover
This advice can transform your web site's success

When web design expert Ben Hunt set out to quantify the difference between an ordinary web site and a great one, he expected to find the key in design simplicity. But when his team more than doubled the conversion rates for a wide range of sites, they identified simple yet powerful solutions involving design, copy, appropriate analysis, classic optimization techniques, and targeted testing. You'll find the fixes easy to implement, and they're all right here.

  • Understand the essentials — your market, your proposition, and your delivery
  • Create a site that is seen by the right people, provides a compelling experience, and generates the desired action
  • Learn how to use testing to improve your site's conversion rate
  • Discover the holistic nature of web site optimization and why multiplicity matters
  • Examine dozens of simple techniques for building traffic, engaging your audience, and crafting effective calls to action
  • Combine creativity with analysis for the best possible results

About the Author
Ben Hunt teaches web designers, developers and marketers how to make websites that work. Ben has been designing, coding, and producing web sites for clients worldwide for more than 17 years. He is considered a thought leader in web usability, web design and online marketing fields. His site webdesignfromscratch.com provides tutorials and advice to over 120,000 visitors each month.


Customer Reviews

Most helpful customer reviews

2 of 2 people found the following review helpful.
5Not so much about conversion, more about increasing traffic and building content
By Ondrej Ilincev
This book is worth reading. The first part of the book discusses the importance of traffic, and traffic generation. Mind you, it is not a link-building book. But more about initial keyword research so you target the right keywords. My main "aha" moment came when Ben discusses the Attention ladder. Basically the user goes from 1/ not aware of the problem, to 2/ aware of the problem, to 3/ researching solutions, to 4/ considering your solution, to 5/ wanting to buy from you. Each content (article, blog post. landing page) targets different step of the ladder. The second "aha" moment came when Ben stresses the importance of each page's having a clear next step going to the ultimate conversion.
If you want to learn just about conversion, buy You should test that (http://www.amazon.com/You-Should-Test-That-Optimization-ebook/dp/B00ATLLHRA).
If you want to get a good idea how to make your website better and what content to make, buy this book.

3 of 4 people found the following review helpful.
5I know EXACTLY what I need to do now!
By Steven G.
I've had a profitable web-based business for going on 14 years and I've read a good number of marketing-related books and material in that time. "Convert!" is the first book I've read that COMPLETELY changed the way I look at users and what makes websites sell.

A lot of books focus on how to write killer copy or headlines, how to optimize your site for search engine traffic, etc. The result is that you don't end up with a very clear game plan. Maybe you try to find traffic from a bunch of seemingly-related keywords; you then put together a site based on something you see someone else doing that looks like it might work. Maybe you put together a "long copy" super sales page because a lot of marketers swear by them. When it doesn't work, you try something else completely different--another blind guess. There's no real clear idea of what you need to do and how you can accomplish your goals.

That all changes after you read "Convert!" Ben Hunt shows you how to identify markets, how to understand customer motivations and what's driving each segment of customers, and based on his concept of an "Awareness Ladder," how to give the customer exactly what he/she wants. He shows you how to organize your website into a sales funnel with each page (even the non-sales pages) having a clearly defined goal and purpose. He then gives you a specific outline for how to fine-tune and improve your conversions one step at a time.

It took me about three days to read through this book. Now that I'm done, it's given me a totally new perspective as I look at my website. I now have a clear idea of how to improve my business and how to get more traffic and conversions.

I highly recommend that you read this book. At the very least, his extensive case studies and examples will give you some new ideas you hadn't considered; at best, it'll completely change your perspective and you'll think, "I know exactly what I need to do now!"

0 of 0 people found the following review helpful.
5Great foundation
By Jason Paulsen
If your career or business depends on ecommerce success this is the book for you! This is not just theory, it's a specific set of tools with instructions.

See all 75 customer reviews...

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