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Posted September 3, 2010
Expert guide to achieving your online sales goals
Over time, humankind has perfected a set of bedrock sales principles that work well in most circumstances: know your product, outdo the competition, work harder than the next person, and so on. Unfortunately, because the internet is such a razzle-dazzle and often nonintuitive marketing venue - with perplexing protocols and sophisticated technologies and terminologies - these gilded dictums are not enough online. Thankfully, the Eisenberg brothers, Bryan and Jeffrey, writing with Lisa T. Davis, offer help to the uninitiated. Starting with the fundamental concept of conversion rate, these internet marketing experts cut through all the complexity and confusion about how to generate online sales. They combine the best ideas from their articles on ClickZ and GrokDotCom, two online marketing magazines, with practical "conversion tips" from successful clients and a handy glossary. getAbstract strongly recommends this savvy, clear, comprehensive guide to "e-tailing." Faithfully apply its principles and procedures to start boosting your online sales.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
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Posted May 20, 2005
Making websites work. E-Commerce book of the year 2005?
Why do website conversion rates remain at a gloomy 2-5 per cent? ¿Call for Action¿ focuses on how we can improve the conversion rates. Not from a technical or academic or conceptual standpoint. Instead it takes a rare PRACTICAL and down-to-earth approach on how to improve conversion rates to improve sales and thus profits. What is CONVERSION? Virtually all websites have a persuasive purpose; to get someone to subscribe, to register, to inquire or to buy something. And if all we get is 2-5 per cent conversion, we ought to review our website. Do we offer a product or service that could meet the needs of more than 2-5 per cent of the market? Can visitors find that solution on the website? Do they understand our offer¿s value? Was it made at the right time? Are we sure they¿re coming back? NAVIGATION is the biggest challenge websites face, the authors argue. The issues are: What to do with the traffic once it lands on the website? How to get visitors to take the first action and click deeper? And once there, how to induce visitors to click to the next step, and the next, and the next? The fundamental idea is that a PERSUASIVE ARCHITECTURE links a visitor¿s buying experience to our company¿s sales process. It bridges the buy/sell process in a measurable way. If you can influence visitor behaviour and empathize with visitor motivations, you can influence results to provide a better experience and more frequent, effective conversions. The book is filled with illustrative screen dumps of websites (before and after a change). This is a great benefit of such a how-to field book on e-commerce improvements. In my opinion, most e-commerce sites can recover the book¿s cost price in a few days just by following one or two of the practical suggestions in the many diverse case studies. The primary focus of this book is e-Commerce. The key messages on conversion, however, are important to anyone running a large website. This is a rare book. I¿ve been involved in e-commerce since 1997 and read many interesting books on this topic. But I¿ve never found such a practical approach to optimising e-commerce web sites as this one. The brothers Eisenberg call themselves ¿wizards of web¿. I agree and hope my existing and future competitors don¿t read and act on this book. These secret formulas to improve online results are very effective, indeed. If you¿re looking for a conceptual e-commerce theory, please look somewhere else. This is about the nuts and bolts about making money with an e-commerce web site. If you don¿t have or don`t plan to have such a website; forget about this book. Then it¿s a waste of time. If you¿re just as interested in the optimising your web sales as I am, then you¿ll probably also like to check out the authors¿ free online newsletter at grokdotcom.com. Peter Leerskov, MSc in International Business (Marketing & Management) and Graduate Diploma in E-businessWas this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted March 17, 2009
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