Over time, humankind has perfected a set of bedrock sales principles that work well in most circumstances: know your product, outdo the competition, work harder than the next person, and so on. Unfortunately, because the internet is such a razzle-dazzle and often nonintuitive marketing venue – with perplexing protocols and sophisticated technologies and terminologies – these gilded dictums are not enough online. Thankfully, the Eisenberg brothers, Bryan and Jeffrey, writing with Lisa T. Davis, offer help to the uninitiated. Starting with the fundamental concept of conversion rate, these internet marketing experts cut through all the complexity and confusion about how to generate online sales. They combine the best ideas from their articles on ClickZ and GrokDotCom, two online marketing magazines, with practical “conversion tips” from successful clients and a handy glossary. getAbstract strongly recommends this savvy, clear, comprehensive guide to “e-tailing.” Faithfully apply its principles and procedures to start boosting your online sales.
In this summary, you will learn
- What a website’s conversion rate (CR) measures;
- Why a high CR is good for business and
- How to maximize your site’s CR through better “planning, structuring, communicating, momentum and optimizing.”
About the Authors
Brothers Bryan Eisenberg and Jeffrey Eisenberg are authors, speakers and co-founders of a firm that coaches individuals and companies in online marketing. Writer Lisa T. Davis is the director of content for Future Now.
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