Books & Videos

Table of Contents

  1. Chapter 1 The Journey from Clicks to Sales

    1. Converting Visitors to Buyers

    2. Landing Pages

    3. Fifteen Years of Change

    4. Conversion Rates

    5. What You Can Accomplish

  2. Chapter 2 The Numbers Behind Your Website

    1. Macro Conversions

    2. Key Performance Indicators

    3. Micro Conversions

    4. Building Budgets for Ecommerce Sites with Conversion Rates

    5. Lifetime Value (LTV) of a Customer

    6. Budgeting for Lead Generation Sites

    7. Monetization Models and Conversion Rates

    8. Bounce Rate

    9. Exit Rate

    10. Quality of Traffic (Visitors)

    11. Resources

  3. Chapter 3 Getting to Know Your Customers: Developing Personas

    1. What Are Personas?

    2. Benefits of Personas

    3. Market Segmentation Versus Persona Development

    4. A Case Against Personas

    5. Back to the Basics: Creating Customer Profiles

    6. Brief History of the Four Temperaments

    7. The Four Temperaments and Personas

    8. Putting It All Together

    9. Your Website from a Different Perspective

    10. Personas and Copy

    11. Adjusting Your Selling Process Through Personas

  4. Chapter 4 From Confidence to Trust

    1. Value Proposition

    2. Continuity

    3. Congruency

    4. Social Proof

    5. Membership/Professional Organizations or Affiliations

    6. External Reputation

    7. Design Aspects

  5. Chapter 5 Understanding the Buying Stages

    1. Deciphering the Buying Stages Online

    2. Complexity of the Product and the Buying Funnel

  6. Chapter 6 FUDs

    1. The Buying Decision and FUDs

    2. Getting “Personal” with FUDs

  7. Chapter 7 Appealing with Incentives

    1. What Are Incentives?

    2. Incentives Versus Value Proposition

    3. Positioning Incentives

    4. Behavioral Incentives

    5. How to Apply Incentives

    6. Additional Tips for Using Incentives

  8. Chapter 8 Engagement

    1. Measuring the Effectiveness of Engagement

    2. Social Media

    3. Customer Reviews

    4. Cross-Sells and Upsells

    5. Customer Feedback Tools

    6. Informational Videos

    7. Virtual Closets

    8. Virtual Help

  9. Chapter 9 Testing: The Voice of Visitors

    1. The Basics of Testing

    2. Creating a Successful Test

    3. Forty-Nine Things You Can Test on Your Website

  10. Chapter 10 Be Iterative

    1. When Conversion Optimization Succeeds

    2. When Conversion Optimization Fails

    3. The Upward Spiral

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