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 and innovation have changed the way you should be optimizing your business, your marketing, and your websites. The book looks at the psychology behind this new way of optimizing an entire business for more profits. It examines how your website plays a role in your overall business strategy, and details how to use CRO psychology and strategies to increase profits.
* Teaches proven strategies for increasing conversions across your entire business * Details various split testing and data gathering methods and when to use each one * Unveils a holistic approach to conversion rate optimization, using technology to create a more customer-centric experience that not only increases conversions, but also improves customer engagement and satisfaction With guidance from Convert Every Click, you'll learn how to boost conversions and consumption across your entire business by maximizing every bit of your hard-earned traffic before, during, and after a sale.
BENJI RABHAN is the founder and CEO of ConversionCore, a consulting firm that works with companies to scientifically optimize their entire business, from traffic generation through website conversion and follow-up marketing. An expert in peak performance for medium- to large-sized companies, Rabhan credits his Holistic Conversion Rate Optimization process for his over 90 percent success rate with increasing conversions for clients.
Acknowledgments vii Preface ix Chapter One What Is Holistic Conversion Rate Optimization? 1 Chapter Two Designing Your Funnel 22 Chapter Three Information Capture and Defining the Ideal Conversion Point 35 Chapter Four Split-Testing Strategies 55 Chapter Five How to Gather Data 71 Chapter Six Conversion-Centric Design 87 Chapter Seven Conversion-Centric Copywriting 109 Chapter Eight Video Conversion Strategies 121 Chapter Nine Landing Page Strategies 136 Chapter Ten Standard Website Strategies 144 Chapter Eleven Shopping Cart Website Strategies 155 Chapter Twelve Mobile Website Strategies 163 Chapter Thirteen How to Optimize Traffi c for Conversion 172 Chapter Fourteen Follow-Up Marketing Strategies 183 Chapter Fifteen Advanced Strategies from Benji s Conversion Vault 198 Conclusion 211 Index 215