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Convert!: Designing Web Sites to Increase Traffic and Conversion
 
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Convert!: Designing Web Sites to Increase Traffic and Conversion [Format Kindle]

Ben Hunt

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Descriptions du produit

Présentation de l'éditeur

Solve your traffic troubles and turn browsers into buyers

When 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.

  • Understand the essentials - your market, your proposition, and your delivery.
  • Create a site that is seen by the right people, provides a compelling experience, and generates the desired action.
  • Learn how to use testing to improve your site's conversion rate.
  • Discover the holistic nature of web site optimization and why multiplicity matters.
  • Examine dozens of simple techniques for building traffic, engaging your audience, and crafting effective calls to action.
  • Combine creativity with analysis for the best possible results.

Ben Hunt is Principal Consultant for Scratchmedia Ltd.

Forewords by Ken McCarthy, founder of the System Seminar, and Drayton Bird, Drayton Bird Associates.

Quatrième de couverture

This advice can transform your web site′s success When 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. Understand the essentials — your market, your proposition, and your delivery Create a site that is seen by the right people, provides a compelling experience, and generates the desired action Learn how to use testing to improve your site′s conversion rate Discover the holistic nature of web site optimization and why multiplicity matters Examine dozens of simple techniques for building traffic, engaging your audience, and crafting effective calls to action Combine creativity with analysis for the best possible results

Détails sur le produit

  • Format : Format Kindle
  • Taille du fichier : 5236 KB
  • Nombre de pages de l'édition imprimée : 313 pages
  • Pagination - ISBN de l'édition imprimée de référence : 0470616334
  • Editeur : Wiley; Édition : 1 (8 février 2011)
  • Vendu par : Amazon Media EU S.à r.l.
  • Langue : Anglais
  • ASIN: B004OC06AE
  • Synthèse vocale : Activée
  • X-Ray :
  • Word Wise: Non activé
  • Classement des meilleures ventes d'Amazon: n°121.075 dans la Boutique Kindle (Voir le Top 100 dans la Boutique Kindle)
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Amazon.com: 4.8 étoiles sur 5  68 commentaires
31 internautes sur 33 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Read this before you hire an 'expert' (who may not be an expert) 28 avril 2011
Par Dan Bobinski - Publié sur Amazon.com
Format:Broché|Commentaire client Vine pour produit gratuit (De quoi s'agit-il?)
As a small business owner who's been involved in several website designs -- and paid thousands of dollars to 'experts' on upping the conversion rates on web visits -- I say "read this book before you hire any experts." The reason? After reading this you may not see a need to spend thousands of dollars on 'experts.' In fact, I was in the middle of a website overhaul at the same time I got this book, and reading it saved me plenty of hours (read: $$) with my designer.

What I liked:
- Hunt acts as a consultant/advisor, not a theorist or artist.
- Hunt's "if/then approach makes his advice easy to grasp. No fluff.
- Photos showing the nuances and how little changes made big differences.

What I didn't like:
- LOL ... Nothing. I liked it all.

Take this book and Jakob Nielsen's "Prioritizing Web Usability" and you have a wealth of information for designing websites that bring results (read: $$).
38 internautes sur 42 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Uncommon commonsense - easy to read, lots of examples, solid advice 31 janvier 2011
Par Diana M. Ratliff - Publié sur Amazon.com
Format:Broché|Achat vérifié
I've been building websites for 12 years and have long believed that most sites are a waste of money; they look pretty but don't generate profits for the client. I tell prospects that if no one can find your site - and they don't do what you want (buy, donate, sign up, order) when they get there - it's money down the drain.

Still, web design courses have focused on how a site LOOKS ("graphic design") or the technical aspects of building a site. Ben Hunt goes beyond that. He marries technical knowledge with solid marketing fundamentals in a clear and compelling way. And best of all he provides examples of sites he's redesigned, explaining the reasoning behind each revision.

If you design websites, if you do copywriting for websites, if you simply want to understand how "online marketing" is SUPPOSED to work - get this book!
20 internautes sur 22 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Great resource that is to the point 29 janvier 2011
Par Joshua Martyn - Publié sur Amazon.com
Format:Broché|Achat vérifié
I've been developing web application for 10 years and the one area that I have always been weak in is reliable conversion rates for my clients. I can deal with the complexity of the software, but the presentation and flow of the message for the audience is a different animal all together. For those of you who work in the online industry, you are probably aware of the wide array of skillsets required to take a concept through the entire lifecycle to completion. I've only read through a portion of this book, but so far, Ben is conveying the right message for professionals in my field. Having to deal with servers, development frameworks, existing applications (cms/ecom), design opinions and copy can make any web project way more complicated than it has to be. The focus on simplicty in design, copy and analysis that Ben has put together will definitely help bring me into the minds of the visitor for a better conversion rate and ultimately successful projects.

I highly recommend this book to all online professionals of all backgrounds.

-Josh (Bend, Or)
7 internautes sur 7 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A Genuine Masterpiece... 13 février 2011
Par Delirium - Publié sur Amazon.com
Format:Broché
Ostensibly this is a book about web design and conversion optimization. Indeed, in my opinion it is a masterpiece in both of these categories - a genuine double category killer.

Alas, that is only the beginning. Recognizing that for a commercial website it is somewhat meaningless to talk about web design separately from market research, search engine optimization, advertising and copywriting, the author proceeds to provide an excellent, integrated overview of all of these subjects. The end result is what I suspect is the first successful attempt to articulate a unified theory of Internet marketing.

What is most impressive is the quality of the discussion on so many related topics. For example, although many of the points on copywriting are familiar from other sources, in my opinion the end result is a book with copywriting insight at least the equal of the excellent books on the subject by Bob Bly and Drayton Bird.

A couple of chapters are devoted to a discussion of the "awareness ladder," by which people climb through various stages of awareness of your product or service on the way to becoming a customer. While some might argue that this concept is not entirely original, I believe that the depth and clarity of the author's descriptions in this area break important new ground. Do some Google searches on the subject after reading the book and you'll see what I mean.

If you aren't familiar with the "awareness ladder" and think it sounds like a bunch of hokey marketing theory, think again. After reading this book you'll know exactly how to link the elements of your website together according to stages of awareness in such a way as to maximize conversions.

Page for page and dollar for dollar, you'd be hard pressed to find a better book than this one. This book deserves to be on Amazon's bestseller list, not number 200 thousand and something on the sales list as it stands now. It was just recently released so perhaps it's just a matter of time...
9 internautes sur 10 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Want a Web Site that Really Works 18 mars 2011
Par John Chancellor - Publié sur Amazon.com
Format:Broché|Achat vérifié
For almost any business, having a website is as necessary as having a phone number. Unfortunately far too many businesses have websites that simply don't work. Most websites are designed using what Ben Hunt, the author, calls the "first best guess" method - that is the sites are designed based on someone's best guess. After being published, there is often very little updating. The websites remain static. These websites are generally poor at attracting traffic and poor at converting the traffic.

Convert teaches a new approach. You start by asking questions like: "Who am I communicating with? What do they want? How can I attract them? And how can I get them to do what the site needs to do?"

The book has a very logical and straightforward method for teaching a new approach. In part one of the book, he gives the basic principles of how search engines work. Next he discusses the fundamentals of marketing.

Then he introduces the Awareness Ladder. In the past companies presented one marketing message. The Awareness Ladder concept starts with the fact that all prospects will not have the same level of awareness about the problem/solution your product/service offers. You need to engage with the prospect where they currently are on the Awareness Ladder.

Part two centers around specific design concepts to maximize conversions. Ben takes each step of the AIDA principle and shows how to apply it to website design. There are specific examples and case studies supporting each principle.

He goes into great detail about how to use Google Analytics and Google Web Optimizer.

The book is full of specific examples of what worked or what didn't work and why.

While the book is about web design, it is not necessary to be a web designer to gain benefit from this book. I am not a web designer but certainly learned some things that will be useful in having sites designed for me. Even if you are an experienced web designer, I feel certain that you will come away with a couple of new ideas that will greatly improve your services.

The book is based on years of experience by Ben Hunt and his employees. The writing style is very easy to read and highly engaging. It is not theory, but what works in the real world.
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