Product Description

Your web site is a business--design it like one. Billions of dollars in spending decisions are influenced by web sites. So why aren't businesses laser-focused on designing their sites to maximize their Return on Investment (ROI)?

Web design can do more than make a site look good--it can be a powerful strategic weapon that enhances financial returns and creates competitive advantage.

It's time to make web sites accountable. It's time to make design decisions based on metrics and business goals. It's time for Web Design for ROI.

In this book you'll learn:

Why so many organizations think about web design the wrong way
How small design changes can have a big impact on your bottom line
Simple tips to increase web sales/leads by 10% - 50% (or more)
Concrete design guidelines for:
Landing pages
Home pages
Category pages
Detail pages
Forms
Checkout processes
Packed with helpful examples from a wide variety of sites!

Product Details

• Amazon Sales Rank: #89397 in Books
• Published on: 2007-10-27
• Original language: English
• Number of items: 1
• Binding: Paperback
• 216 pages

Features

• ISBN13: 9780321489821
• Condition: New
• Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed

Review
"Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses on your web site doing what you want it to: make you money."
--  Bryan Eisenberg, bestselling author of Call to Action

"Filled with practical design tips proven to increase conversion rates and improve your online results."
-- Jeff Hackett, SVP, Online Sales, Wachovia

"The techniques are practical and easy to understand, and the strategic, ROI-based approach has won over senior management."
-- Janin Kompor, Director of Marketing, Decimal, Inc.

From the Back Cover

Customer Reviews

Very light on content - a lot of screenshots
I don't agree with many of the other reviews written here. Everyone keeps mentioning how strategic this book is. I found it to be very tactical. It dissects a lot of specific landing pages and recommends fixes for them, but most of the advice does not necessarily apply in general. You are often told what to do, but not whay you should do it. There is not nearly enough information on background principles.

The book is very pretty. But given that there are only 187 pages, and there are a ton of screenshots and wide page margins, there is not a lot of substance. The so-called "Chapter 10" is a bunch of book covers and other recommended reading.

I expected a lot more.

If I could only recommend one web marketing book this would be it.
I was really amazed with the content in this book. I've read several books on search marketing, usability, design and general web marketing but this was the first one that has pulled it all in to one concise book. I've read books twice as long that haven't covered half as much.

While this book isn't meant for a complete newbie to the web I would recommend this book for web savvy first time web marketers. But don't think that this book is a beginner book. An adventurous young entrepreneur could run an entire consulting practice just by following the steps in this book and still feel comfortable that they were providing real value to their clients.

In fact I was very surprised at the completeness in this book. Most books written by agencies or consultants give you just enough of a taste to understand the principles but don't actually give you enough knowledge to go off and do it yourself. I really applaud the thoroughness in Web Design for ROI.

Lance and Sandra walk you through each section of the site from landing pages, home page, shopping carts and everything in between as well as break down the unique problems for each page and how to fix them.

They have working sections where you can actually apply what it is they are teaching as well as actual examples with screen grabs.

My absolute favorite part of the book though was the metrics section. They show you how a little effort on single sections of your site can have a greater effect than just dumping more money into driving traffic to an inefficient site.

Their approach is amazingly simple and even a number challenged marketer like myself can use it. I've even started using those metrics when I make presentations to my managers and let me tell you, managers (or clients) love seeing numbers. It makes it so much easier to sell your initiative when you have some simple numbers to show them.

Great book, a must for eCommerce
I learned how to apply a conversion optimization to create 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! I also recorded an audio review, use your favorite search engine to find 'Pixel Handler Radio' and listen online.