{"product_id":"convert-isbn-9780470616338","title":"Convert!","description":"\u003cb\u003eSolve your traffic troubles and turn browsers into buyers\u003c\/b\u003e  \u003cp\u003eWhen web design expert Ben Hunt set out to quantify the difference between an ordinary web site and a great one, he expected to find the key in design simplicity. But when his team more than doubled the conversion rates for a wide range of sites, they identified simple yet powerful solutions involving design, copy, appropriate analysis, classic optimization techniques, and targeted testing. You'll find the fixes easy to implement, and they're all right here.\u003c\/p\u003e \u003cul\u003e \u003cli\u003e\n\u003cb\u003eUnderstand\u003c\/b\u003e the essentials - your market, your proposition, and your delivery.\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eCreate\u003c\/b\u003e a site that is seen by the right people, provides a compelling experience, and generates the desired action.\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eLearn\u003c\/b\u003e how to use testing to improve your site's conversion rate.\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eDiscover\u003c\/b\u003e the holistic nature of web site optimization and why multiplicity matters.\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eExamine\u003c\/b\u003e dozens of simple techniques for building traffic, engaging your audience, and crafting effective calls to action.\u003c\/li\u003e \u003cli\u003eCombine \u003cb\u003ecreativity\u003c\/b\u003e with \u003cb\u003eanalysis\u003c\/b\u003e for the best possible results.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eBen Hunt\u003c\/b\u003e is Principal Consultant for Scratchmedia Ltd. He operates webdesignfromscratch.com, which provides tutorials and advice to over 120,000 web developers each month. Ben has been designing, coding, and producing web sites for clients worldwide for more than 15 years, and is considered a leader in the web usability industry.\u003c\/p\u003e \u003cp\u003eForewords by \u003cb\u003eKen McCarthy\u003c\/b\u003e, founder of the System Seminar, and \u003cb\u003eDrayton Bird\u003c\/b\u003e, Drayton Bird Associates.\u003c\/p\u003e  Acknowledgments.  \u003cp\u003eForeword.\u003c\/p\u003e \u003cp\u003eForeword.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Designing for Traffic.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 How to Transform Your Web Site's Success.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDoes This Sound Like Your Web Site?\u003c\/p\u003e \u003cp\u003eThe \"First Best Guess\" Method of Web Design.\u003c\/p\u003e \u003cp\u003eA New Perspective on Web Design.\u003c\/p\u003e \u003cp\u003eThe New Approach.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Search Engine Optimization Fundamentals.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKeyword Research.\u003c\/p\u003e \u003cp\u003eOn-Page SEO.\u003c\/p\u003e \u003cp\u003eOff-Page SEO.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Expanding Your Reach.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Are You Really Selling?\u003c\/p\u003e \u003cp\u003eResearching Your Markets.\u003c\/p\u003e \u003cp\u003eMarketing Joe's Miracle Hair-Gro.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Using the Awareness Ladder.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Key to Reaching Deeper Markets.\u003c\/p\u003e \u003cp\u003eWhy the Old, Narrow Model Fails.\u003c\/p\u003e \u003cp\u003eThe New Concentric Model.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Working Through the Awareness Ladder.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSave the Pixel.\u003c\/p\u003e \u003cp\u003eBridge Natural Health.\u003c\/p\u003e \u003cp\u003eMuazo.\u003c\/p\u003e \u003cp\u003eImagic2015.\u003c\/p\u003e \u003cp\u003eMe2Solar.\u003c\/p\u003e \u003cp\u003eVille \u0026amp; Company.\u003c\/p\u003e \u003cp\u003eBolwell RV.\u003c\/p\u003e \u003cp\u003eEasySpeedy.\u003c\/p\u003e \u003cp\u003eApplying the Awareness Ladder to Your Site.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Designing for Conversion.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Making Your Site Sell.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe New Approach to Design for Conversion.\u003c\/p\u003e \u003cp\u003eStep One: Modeling Your Site's Funnels.\u003c\/p\u003e \u003cp\u003eStep Two: Analyzing Your Funnels.\u003c\/p\u003e \u003cp\u003eStep Three: Optimizing Conversions Through the Funnel.\u003c\/p\u003e \u003cp\u003eThe Three Elements of Conversion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Get Their Attention.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOptimization Discipline.\u003c\/p\u003e \u003cp\u003eGetting Attention: The Power of Appeal.\u003c\/p\u003e \u003cp\u003eMake Your Appeals Relevant.\u003c\/p\u003e \u003cp\u003eSelf-Interest.\u003c\/p\u003e \u003cp\u003eEmotion.\u003c\/p\u003e \u003cp\u003eDesigning for Attention.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Keep Them Engaged.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAffirm the Positive Signs.\u003c\/p\u003e \u003cp\u003eResolve Concerns and Build Trust.\u003c\/p\u003e \u003cp\u003eBuild Interest.\u003c\/p\u003e \u003cp\u003eMake It Easy.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Call Them to Action.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eClasses of Next Steps.\u003c\/p\u003e \u003cp\u003eBuild Momentum.\u003c\/p\u003e \u003cp\u003eSix Tips for Crafting Compelling Calls to Action.\u003c\/p\u003e \u003cp\u003ePut It All Together.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Executing Your Web Site Strategy.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTarget Early Opportunities.\u003c\/p\u003e \u003cp\u003eCreate Core Content.\u003c\/p\u003e \u003cp\u003eAdd More Funnels.\u003c\/p\u003e \u003cp\u003eGenerate Traffic.\u003c\/p\u003e \u003cp\u003eConsider Step 0.\u003c\/p\u003e \u003cp\u003eKeep Going!\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Optimizing Your Web Pages.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGoogle Website Optimizer.\u003c\/p\u003e \u003cp\u003eMy Optimizer Tips.\u003c\/p\u003e \u003cp\u003eThe Way of Optimization.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eBen Hunt\u003c\/b\u003e is Principal Consultant for Scratchmedia Ltd. He operates webdesignfromscratch.com, which provides tutorials and advice to over 120,000 web developers each month. Ben has been designing, coding, and producing web sites for clients worldwide for more than 15 years, and is considered a leader in the web usability industry. \u003c\/p\u003e\u003cp\u003eForewords by \u003cb\u003eKen McCarthy,\u003c\/b\u003e founder of the System Seminar, and \u003cb\u003eDrayton Bird,\u003c\/b\u003e Drayton Bird Associates.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eThis advice can transform your web site's success\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eWhen web design expert Ben Hunt set out to quantify the difference between an ordinary web site and a great one, he expected to find the key in design simplicity. But when his team more than doubled the conversion rates for a wide range of sites, they identified simple yet powerful solutions involving design, copy, appropriate analysis, classic optimization techniques, and targeted testing. You'll find the fixes easy to implement, and they're all right here. \u003c\/p\u003e\u003cul\u003e \u003cli\u003eUnderstand the essentials — your market, your proposition, and your delivery\u003c\/li\u003e \u003cli\u003eCreate a site that is seen by the right people, provides a compelling experience, and generates the desired action\u003c\/li\u003e \u003cli\u003eLearn how to use testing to improve your site's conversion rate\u003c\/li\u003e \u003cli\u003eDiscover the holistic nature of web site optimization and why multiplicity matters\u003c\/li\u003e \u003cli\u003eExamine dozens of simple techniques for building traffic, engaging your audience, and crafting effective calls to action\u003c\/li\u003e \u003cli\u003eCombine creativity with analysis for the best possible results\u003c\/li\u003e \u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988989919461,"sku":"NP9780470616338","price":29.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470616338.jpg?v=1761782337","url":"https:\/\/k12savings.com\/products\/convert-isbn-9780470616338","provider":"K12savings","version":"1.0","type":"link"}