Convert Every Click: Make More Money Online with Holistic Conversion Rate Optimization

Can You Really Convert Every Visitor to Your Website? Your company website exists to increase sales and capture leads, right? Online gimmicks and flashy designs rarely sway modern consumers anymore, and many companies find they have to work harder than ever to attract customers or clientele through their websites. Convert Every Click presents a comprehensive, accessible approach to increasing profits through Holistic Conversion Rate Optimization. Marketing expert Benji Rabhan details the psychology behind why website visitors respond to different elements on your website and other marketing such as e-mail and online advertising. Once you understand the psychology, you can consistently improve the number of people converted into customers or leads. A uniquely holistic view of conversion rate optimization and a twist on usability for maximizing profits and encouraging brand loyalty, Convert Every Click is your guide to creating the right visitor experience for all the different people who engage with your company's marketing. "Benji Rabhan is one of the smartest conversion guys I know. He's really two to three years ahead of the other companies out there. He consistently generates astonishing results for his clients, and the people I work with rave about him. . . . Sometimes a decision to buy is made even before you consciously process what you see. It's like Benji has his finger on the pulse of the inner 'lizard brain' 'of your prospects." —PERRY MARSHALL, coauthor of Ultimate Guide to Google AdWords

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

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.