Conversion Optimization: The Art and Science of Converting Prospects to Customers

Conversion Optimization: The Art and Science of Converting Prospects to Customers
By Khalid Saleh, Ayat Shukairy

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Product Description

How do you turn website visitors into customers?
Conversion Optimization offers practical advice on how to persuade visitors to make a buying decision -- without driving them away through data overload or tedious navigation. You'll learn how to use marketing principles, design, usability, and analytics on your site to increase your buyer-to-visitor ratio, whether you're involved with marketing or designing a large ecommerce site, or managing a modest online operation.
Based on the authors' broad experience in helping businesses attract online customers, this book addresses every aspect of the process, from landing visitors to finalizing the sale. You'll learn several techniques for blending successful sales approaches with the particular needs of the people you want to attract. Are you ready to do what it takes to get a double-digit conversion rate?
  • Explore case studies involving significant conversion rate improvements
  • Walk through different stages of a sale and understand the value of each
  • Understand your website visitors through persona creation
  • Connect with potential customers and guide them toward a conversion
  • Learn how to deal with FUDs -- customer fears, uncertainties, and doubts
  • Examine the path that visitors take from landing page to checkout
  • Test any change you make against your original design
"The Web is unique in its ability to deliver this almost improbable win-win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love." --Avinash Kaushik, author of Web Analytics 2.0 and Web Analytics: An Hour A Day (both Sybex)

"This book goes far beyond optimizing conversion. It is a digital marketing primer that explains both the geeky stuff ("bounce rates") and the soft stuff ("social proof"). Anyone who wants to increase online sales or website traffic should read it--by my calculation, that's just about every marketer in the world." - Guy KawasakiCo-founder of and author of Enchantment: The Art of Changing Hearts, Minds, and Actions

Product Details

  • Amazon Sales Rank: #729410 in Books
  • Brand: Brand: O'Reilly Media
  • Published on: 2010-11-14
  • Released on: 2010-11-11
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.19" h x .70" w x 7.00" l, .96 pounds
  • Binding: Paperback
  • 272 pages


  • ISBN13: 9781449377564
  • Condition: New
  • Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

Editorial Reviews

About the Author

Khalid Saleh is co-founder of Invesp, an ecommerce optimization company. He has more than 12 years of experience in ecommerce architecture, design and implementation, and is an in-demand speaker at industry events such as Emetrics, SMX, Conversion conference, DMA, PubCon and ACCM. Khalid is also the chief architect behind the first conversion optimization intelligence platform.

Ayat Shukairy is co-founder of Invesp, and focuses on website usability and online persuasion. She is a frequent speaker at industry events such as Search Engine Strategies and Web 2.0. Ayat is regularly quoted in publications including Internet Retailer, Retail wire, and Medill. Ayat is Invesp’s lead conversion architect helping companies such as HowStuffWorks, RHDJapan, and Home Gallery Stores generate an average 65% improvement in conversion rates and online revenue.

Customer Reviews

Most helpful customer reviews

0 of 0 people found the following review helpful.
5One of the best books on conversion optimization
By Pal
What many marketers and online business owners overlook is the fact that converting more customers out of the existing traffic is far more efficient than looking for more traffic. As much as online businesses should focus on getting more customers to their sites, it is important to convert them into paying customers in order to increase visitor-buyer ratio. After reading this book, I discovered that the precious gems I always seek in more traffic were lying right there in the traffic I already have. After reading the book, increasing conversion rate by 30% resulted in huge gains. This book is an eye-opener and a great resource for those seeking to boost their marketing ROI.

1 of 1 people found the following review helpful.
5A must-have reference for every online marketer!
By Ms. Bookaholic
This is a well-written reference guide on how you can turn your website visitors into customers. From the first few pages, you’ll really notice that the authors know first-hand what works and what doesn’t. They were able to give expert advice through a step-by-step layout from understanding your visitor’s personas up to testing. At first, I thought this would be too technical for me, but I was able to grasp this easily and I’m now implementing the strategies and techniques from this book. Highly recommended!

6 of 7 people found the following review helpful.
5Great primer on conversion rates and how to improve them
By Brian Smith
If you are looking for a ways to improve the performance of your e-commerce website, there is no way you can read Conversion Optimization and not come up with some great ideas that will directly improve your e-commerce business.

I was contacted by one of the authors asking me if I would read the book and give my opinion on it. I believe he asked me because I am a frequent reviewer on What he did not know is I am also the owner of a small e-commerce website and I am fighting a down economy and the whims of Google changing their search algorithms. My website traffic has been steadily dropping, along with my sales due to the Google Panda update. I needed this book, NOW. Maybe you do, too.

Conversion Optimization offers a comprehensive plan to increase your conversion rates with a methodology that addresses all facets of getting customers who have found your site to "convert". For sites selling products, like mine, that means to buy something. For informational sites or lead generation sites those goals will be different. What I really like about the book is everyone from the large corporation who has their own staff of developers and a totally customized site, down to a mom and pop operation like mine that is running on a Yahoo! store, can find something in the book to help them out. Of course, there are some things I cannot do like the A/B testing, multivariate testing, extensive surveying, etc. But, I highlighted dozens of passages of things I can do and plan to do over the course of the next several weeks.

When it comes to increasing sales, you can bring more customers to your site or your can try to get the ones who are coming to your site to make a purchase. With conversion rates on ecommerce sites running at 2% for a decent site, even getting one more customer out of a hundred amounts to a 50% increase in sales. I have been running my site for 9 years now and I have always thought it cheaper, easier and more productive to try to improve my conversion rate than to go after new traffic. I have had so many SEO firms have called me up offering me ways to get more traffic. I am much more interested in how I can get the traffic I have already got to buy. Until I saw this book, I had not heard of firms that specialize in optimizing conversion rates. I always wished they existed. But, all of the solicitations I have gotten are from people offering me to put more people into my sales funnel, not helping me to close up the holes. As a sales guy with 25 years experience, I can tell you I would much rather be able to be more efficient at closing the leads I have than in getting a bunch more leads that I have to chase down, qualify and then try to close.

The book is full of real life examples, including screen shots of websites who have done things right and not-so-right. It is technical enough for a developer. But, it is accessible enough for a business owner. Whether you are a small business owner, a contract website developer or a large company, I think you will find this book well worth the price. As a website developer, the knowledge in this book will make you more valuable to your clients. I got the Kindle edition which has a great digital index so that you can actually look up the topic you are interested in and it links back to the relevant passage in the book.

I have already recommended this book to the development company that helps me with my Yahoo! store and I'm going to strongly encourage them to read it. I am hoping to implement many of the ideas immediately. In fact, today, as I was finishing up the book, I took a few minutes to rewrite the introductory paragraph on my home page to address the various personas of prospects landing there. Unfortunately, it'll have to be a hit-or-miss kind of implementation since I do not have the resources to go about it in the scientific, iterative way outlined in the book. However, I certainly expect that my conversion rate will be going up as a result of having read this book.

See all 26 customer reviews...

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