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 Book Review: Web Design for ROI [0:10:33m]: Play Now | Play in Popup | Download

Book Review: Web Design for ROI by Lance Loveday & Sandra Niehaus

Each year I find one or two books that really stand out. This book, Web Design for ROI, changed the way I look at current eCommerce projects and helped me identify better strategies for building web sites. This 10 minute review highlights the key points in the book that helped me learn the process for ‘conversion optimization’ – converting my site visitors into customers.

Here is my situation, I am working on an eCommerce site with over 4,000 unique visitors each month but the checkout rate seems fairly low, and the analytics show a large percentage of potential customers exiting the checkout process at the confirm stage. Also, a large volume of visitors landing on the home page bounce without entering in to key areas of the site and responding to my calls to action (buying product or completing a form).

The major shift for me will be creating a larger return on investment for my search engine optimization and marketing efforts by creating a larger percentage of goal conversions with my current volume of web site traffic.

This will have a lasting and recurring benefit since a small decrease in bounces and abandoned goal funnels will generate a higher percentage of growth without buying more traffic. This process of conversion optimization has the biggest band for my buck (or sweat) and helps with growing conversions with my current pay-per-click campaigns. Also, the strategies presented will help me communicate more effectively with my audience. The book inspired me to apply a conversion optimization beginning at my check-put pages, working my way back to the home page. After adding a secondary goal on my detail pages I noticed an increase in online sales. This optimization process creates results!