Conversion rate optimization (CRO) is about understanding people and behaviour, not simply website visits. This book is an all-encompassing guide to the how, the why and the tools and techniques. Grounded in best-practice theory and research, E-commerce Website Optimization brings together usability, analytics and persuasion to offer a detailed, step-by-step guide to increasing the percentage of visitors who buy from your site and subsequently the amount that these visitors spend when they do. In a complex and evolving field, it will help you improve conversion rates, increase ROI from online marketing campaigns, generate higher levels of repeat business and increase the e-commerce value of websites. In the fast-moving world of e-commerce, this fully revised second edition includes updates on test metrics, prioritization and personalization, alongside updated case studies and newly recommended tools. E-commerce Website Optimization is an invaluable book for those seeking to implement a data-driven ethos for their organization's e-commerce programme, for everyone from chief digital officers and heads of online sales, to entrepreneurs and small business owners.

"'A must-have for any e-commerce business, this book captures technical expertise and the methodologies required to run very successful optimization programs.'" - John Donnellan, Director, E-Commerce EMEA, Canon Europe

"'At last, a practical guide dedicated to Conversion Rate Optimization (CRO) for online retail.'" - Dr Dave Chaffey, co-Founder, SmartInsights.com

"'This book explores how to understand people, their behaviour, their feedback, their testing choices and win bigger revenues.'" - Avinash Kaushik, Digital Marketing Evangelist, Google and author of Web Analytics 2.0 and Web Analytics: An Hour a Day

"'Highly recommended for anyone who's looking to optimize their online store.'" - Paras Chopra, Founder & Chairman, VWO

"'Dan and Johann draw from their own in-the-trenches experience to craft an essential read for the developing CRO practitioner. From their strategic approach down to targeted tactics, they provide the playbook on how to uncover insights for e-commerce growth.'" - Bratt Wittwer, former CEO, Qualaroo