Conversion Optimization
The Art and Science of Converting Prospects to Customers
Publisher: O'Reilly Media
Final Release Date: November 2010
Pages: 272

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)

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O'Reilly MediaConversion Optimization
 
4.5

(based on 6 reviews)

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100%

of respondents would recommend this to a friend.

Pros

  • Easy to understand (5)
  • Helpful examples (5)
  • Well-written (5)
  • Accurate (3)

Cons

    Best Uses

    • Intermediate (5)
    • Expert (4)
    • Novice (3)
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    Reviewed by 6 customers

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    5.0

    Extremely Insightful

    By Whitney

    from Indianapolis, IN

    About Me Marketing Coordinator, Paid Search Optimizer

    Pros

    • Applicable
    • Easy to understand
    • Helpful examples
    • Insightful
    • Well-written

    Cons

      Best Uses

      • Expert
      • Intermediate

      Comments about O'Reilly Media Conversion Optimization:

      AWESOME book for web marketers. Not only did it provide the high-level "why we do this," but the writers somehow were able to add in the tactical bits as well. It was fairly comprehensive. I felt excited while reading it because I ended up with a ton of notes about how, exactly, I can get better results with my own websites. The insights into the personas was something that I hadn't thought too hard about before, but it makes so much sense that I can't ignore it anymore. I wish I had read it a year ago.

      The ONLY (slight) disappointment I had about the book was that it seemed to be aimed at websites with a fair amount of traffic, and I still have some questions/uncertainties about how to apply some of these things to fairly low-traffic sites. Perhaps it's outside the scope of the book though. Overall, amazing book.

       
      4.0

      Too much detail

      By Lily

      from Piraeus, Greece

      About Me Developer

      Verified Reviewer

      Pros

      • Accurate
      • Concise
      • Easy to understand
      • Helpful examples
      • Well-written

      Cons

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        • Intermediate
        • Novice

        Comments about O'Reilly Media Conversion Optimization:

        This time I am reviewing Conversion Optimization, written by Khalid Saleh and Ayat Shukairy. Conversion Optimization refers to the practice of converting page visitors to buyers, when talking about e-shops.
        Most companies that own websites focus on driving visitors to their page, but a large number of visitors do not necessarily represent an increase in sales. Marketers noticed
        this, and the practice of conversion optimization was born.
        This book describes the Conversion Framework™, a process Khalid and Ayat developed in 2007 and have evolved since. The framework is built around eight principles: the first six principles cover how visitors interact with different websites and whether they are persuaded to stay or decide to leave. These principles are:
        1. Getting to know your Customers through persona creation
        2. Creating confidence and trust
        3. Understanding the buying stages
        4. FUDs (fears, uncertainties, and doubts)
        5. Appealing with incentives
        6. Engaging users
        The seventh is about tesing
        7. Testing the voice of visitors
        And the eighth is about long-term commitment to conversion optimization, because it is not a process you do just once.
        8. Be iterative.
        In addition to these eight chapters, there are two introductory chapters talking about some basic concepts of Conversion Optimization, and analytics concepts and mathematical formulas behind conversion optimization.

        The book is very analytical and detailed in the subject. Everything is explained, and supported by examples and case studies. Also there are a lot of photos and snapshots of real e-shops. It dedicates a lot of pages to personas and persona creation, being the important thing behind Conversion Optimization. The ability to create good personas, and the ability to "see" through the eyes of your personas, is the way to succeed in converting from visitors to buyers.

        Although simple in language, detailed and good supported with real life examples, I found this title somewhat of boring. I felt like the book was talking about the same things over and over again. Maybe this is a good tactic for making you learn something, but on the other hand it is annoying for someone who wants to get an idea and put things in action soon.

        As I said above, in the core concept of conversion optimization is the creation of good personas and the consistency of what you say and what you sell. Exercise your common sense and also commit to what you do, for succeeding in converting page visitors to buyers.

         
        5.0

        A Great Read!

        By Jason Irwin

        from Chicao, IL

        About Me Developer

        Verified Reviewer

        Pros

        • Accurate
        • Concise
        • Easy to understand
        • Helpful examples
        • Well-written

        Cons

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          • Expert
          • Intermediate
          • Novice
          • Student

          Comments about O'Reilly Media Conversion Optimization:

          didn't really have any set expectations when reading this title. As a professional developer I continually strive to fill gaps in my knowledge and conversion optimization was (read: is no longer) something I didn't know much if anything about. At less than 300 pages the book is a pretty quick read, but is packed full of useful information, lessons learned from real world conversion optimization and plenty of case studies. I read the book over the course of a weekend and highly recommend it for anyone involved in ecommerce or lead generation websites – from developers and designers all the way to marketing and business folk. There is a health balance of descriptive and prescriptive guidance and I feel like I learned a lot while thoroughly enjoying the read.

           
          5.0

          The best I have read

          By Roy Bingham

          from Tampa, FL

          About Me ECommerce Exec

          Verified Reviewer

          Pros

          • Accurate
          • Helpful examples
          • Well-written

          Cons

            Best Uses

            • Expert
            • Intermediate

            Comments about O'Reilly Media Conversion Optimization:

            I sat down on a plane yesterday evening with a two hour flight. I was tired and thought it might help me sleep. Then I read the book cover to cover! I did skim a few sections and finished when the Captain told us we were about to land. Kept me fully awake with a lot of very valuable insight and a well-crafted explanation. Congratulations I will be recommending your book to friends and colleagues.

             
            4.0

            Are the right people hearing you?

            By Rob

            from Brisbane, Australia

            About Me Developer

            Verified Reviewer

            Pros

            • Easy to understand
            • Helpful examples
            • Well-written

            Cons

              Best Uses

              • Intermediate

              Comments about O'Reilly Media Conversion Optimization:

              Conversion Optimisation is an interesting book for me to review. I found it a good read, helping me to think about and understand some of the the ideas and concepts around helping people to give you money for a product or service on your website.

              I read Conversion Optimisation after having been influenced by Seth Godin. I understand Seth to say, "build really good stuff and do an excellent job, and build a community around this". So when I was reading "Conversion Optimisation" I was consistently thinking that I had a great product, and that Conversion Optimisation is helping me to ensure that the right people get to use it.

              WIth this type of thinking in mind, I found it a very interesting read. The thinking about communication was very helpful, and some of the decisions and analysis of data in the book also helped give some good ideas of how to analyse data when doing conversion optimisation. I'm not sure how the book would hit a marketing type, but for someone like me, it was a good read.

              [this book was reviewed as a part of the O'Reilly Blogger Review Program]

               
              4.0

              Very Good and Highly Useful

              By Posted on behalf of Eric [@]

              from online

              Staff Reviewer

              Pros

              • Easy to understand

              Cons

                Best Uses

                • Novice

                Comments about O'Reilly Media Conversion Optimization:

                Conversion Optimization is a very good and highly useful guide to setting up a successful website. Although the book has a bit of a scholarly feel to it, don't let that deter you. Conversion Optimization is best read as an overview of the purchase (or conversion) process, including the psychology behind how and why people choose to buy things online. It provides a great overview of the main aspects of designing a website for conversion - getting the viewer to take some kind of action. Entire books can (and likely have) been written on the subject matter of each individual chapter, but this book will give you a great overview. Recommended.

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