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Author Rabhan, Benji.

Title Convert Every Click : Make More Money Online with Holistic Conversion Rate Optimization
Published Hoboken : Wiley, 2013
Online access available from:
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Description 1 online resource (242 pages)
Contents Convert Every Click: Make More Money Online with Holistic Conversion Rate Optimization; Copyright; Contents; Acknowledgments; Preface; How to Get the Most out of This Book; Build Your Skills; Chapter One: What Is Holistic Conversion Rate Optimization?; Let's Start at the Beginning; What Is Conversion, Anyway?; Conversion Rate Optimization Is Not the Same as Usability; Different Types of Conversion Points; Smaller Steps May Be Necessary; Bottom Line Conversion Is What Counts; What Is Holistic CRO?; Holistic Conversion Pyramid; What Is Universal Conversion Logic?; What Is User Context?
How Page Layout Affects ConversionsUsing Eyelines to Create Clarity, Direction, and Focus; Consider Treating Each Foldpage Like a Separate Page; Responsive Design; Common Mistakes to Avoid with Graphic Design; Chapter Seven: Conversion-Centric Copywriting; Customer-Centric Copy; How to Use The Get Principle to Write More Customer-Centric Copy; How to Make Your Copy Hyperrelevant; Increasing Relevance and Credibility of Links; Eight Keys to Writing an Enticing Offer; Common Mistakes to Avoid with Copywriting; Chapter Eight: Video Conversion Strategies; Conversion Rates with and without Video
Short-to-Long Capture VariationMultistep Web Forms; Smooth Capture Web Forms; Common Mistakes to Avoid with Information Capture; Chapter Four: Split-Testing Strategies; Here's How It Works; What Is A/B Testing?; How and When to Use A/B Testing; When You Should Test; What Is Multivariate Testing?; Multivariate Combo Testing; Multidimensional Testing; The Best Testing Tools Currently Available; Google Analytics Content Experiments; Visual Website Optimizer; Optimizely; Common Mistakes to Avoid with Split Testing; Chapter Five: How to Gather Data; Why Bother with Data Gathering?
Traditional Data Gathering MethodsWebsite and Traffic Analytics; Behavioral Analytics; Tools for Collecting Heat Map Data; Test before You Test Method; Data Buying, Renting, and Modeling; E-mail Marketing Data; Video Analytics; Traffic Analytics; What Do You Do with All the Data?; Common Mistakes to Avoid with Data Gathering; Chapter Six: Conversion-Centric Design; Universal Conversion Logic; Where Do You Start?; Visitors Evaluate Your Page in a Fraction of a Second; How Important Is Branding for Conversion?; Using Colors and Contrast; Using the Eye-Blur Technique to Evaluate Element Weights
Video Works When You Keep People Engaged
What Is Funnel Design?Chapter Two: Designing Your Funnel; What Is a Funnel?; Aim for a Lean Funnel; Building a Lean Funnel from Scratch; Two Strategies to Easily Optimize Common Funnel Flaws; Building Referrals with an Hourglass Funnel; Common Mistakes to Avoid When Building Funnels; Chapter Three: Information Capture and Defining the Ideal Conversion Point; What Is Information Capture?; Types of Information to Capture; How Do You Capture Information?; What Information Do You Need to Capture?; Types of Web Forms for Information Capture; Long Capture Web Forms; Short Capture Web Forms
Summary A holistic approach to conversion rate optimization that encompasses an entire business-online and offline-to drive more sales and referrals, and increase bottom-line profits In order for your business to survive, you must convert anonymous traffic into sales. The better you do that, the more money you make. The science of tweaking and testing webpages to convert the maximum number of people is known as conversion rate optimization (CRO). Convert Every Click introduces an expanded vision of CRO that the author, Benji Rabhan, calls ""holistic conversion rate optimization."" Internet technology
Notes Description based upon print version of record
Form Electronic book
ISBN 9781118759745