Finally-a book that shows marketers how to truly achieve real
results from their websites. Brian Massey, The Conversion
Scientist, takes the mystery out of how to create high-performing
sites. By walking the reader through five online formulas-aka
"customer creation equations"-he shows you how to determine the
best formula your own particular business structure and how to
optimize it for stellar results. Key to this process is setting up
a "digital conversion lab," and Brian shows you how. Jam-packed
with easy-to-understand equations for things like increasing your
conversion rate and decreasing your abandonment rate-as well as
practical strategies for attracting prospects, turning buyers into
triers, and morphing buyers into loyal brand advocates-this book
will enable anyone to stop hoping for success and start enjoying
higher profits. The Advanced Curriculum in Visitor Studies gives
readers additional guidance on how to really understand their
targets and customers-an understanding that is at the heart of all
successful websites, and businesses, everywhere.
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