Free Ebook , by Karl Blanks Ben Jesson
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, by Karl Blanks Ben Jesson
Free Ebook , by Karl Blanks Ben Jesson
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Product details
File Size: 17815 KB
Print Length: 354 pages
Simultaneous Device Usage: Unlimited
Publisher: Conversion Rate Experts (October 25, 2017)
Publication Date: October 25, 2017
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B076XSCTB2
Text-to-Speech:
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Amazon Best Sellers Rank:
#12,880 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
The first thing you notice about the book is the care with which it was created. I bought the hardcover and it is packaged in a slipcase with a fixed ribbon marker (you will need more of these). The professionally designed interior, with loads of website design illustrations, photos, and other helpful visuals, matches the superb packaging.You quickly learn that there is a reason for this. It’s a reference book you’ll want to keep handy and continue to dip into as you work on your website, or those for clients.I wasn’t sure if the book would be relevant to my needs. My past experience is with large corporate websites but these days I’m more focused on my own small business websites in the book publishing space. But as the authors point out, their advice is as applicable to SquareSpace and Wix users as it is to Google and Apple (clients).It is not a book about SEO, how to code a website, or online advertising. It is about CRO—conversion rate optimization. The content is divided into 3 sections followed by a detailed case study.I thought I’d skip the first section, the introductory setup of why web design is done wrong and how to do it right. Instead, my attempt to skim it kept getting bogged down because this section forms the foundation for the author’s framework and methodologies to follow in sections 2 and 3. It is entertaining, useful and necessary.The rest of the book is even more difficult to skim. You’ll find yourself dipping in and out of the 22 different approaches to diagnostics and the 14 problem solutions, i.e. what to do if your users aren’t persuaded by your benefits, and, as Avinash Kaushik, Google’s digital marketing evangelist points out in his foreword, step 7: what winning websites do to manage complexity.This is a reference book you’ll find yourself turning to time and again. Why? Because of “Principal 3: For reasons that are subtle, the top companies make frequent, incremental changes, and rarely (if ever) have huge site redesigns.â€
This book is not just a theoretical romp. Blanks and Jesson tell you how to use the right tools to actually perform the kinds of user tests you've been reading about and ignoring for years. You can read all of the cool user-centered design books by big name design firms, or you can implement even a small number of the methods in Making Websites Win to scientifically improve sites and make more money.When I was a kid, my mom worked with a guy who actually had a sign on his desk that said "Think." I saw it many times. It may seem ironic or silly now that it has been satirized so often, but honestly, I would love it if more people took that admonition to heart. Making Websites Win is packed with techniques for how to actually think about your website, your traffic, and your customers. This isn't some, "change that button from green to red" and you'll be rich kind of book. Frankly, as I've gone through the book, I've thought, "This is harder than I thought it would be," even though it's not really that hard--it's just that we're so used to things being so simple. Don't agree? How fast can you buy a domain name and put up a website? How fast could you do it 15 years ago? Trust me, we're conditioned to "easy." But, what Making Websites Win prescribes is a good kind of hard work. Just reading through the main sections, I'm itching to try this stuff out. It gives me that "this is what I've been looking for" feeling.What these guys write about is how to create experiences that attract action from your customers. How to really create those experiences, test them, and fix them to make them better. Their chapter on how to write better copy is spot-on, including links to some books that I've never seen before. And I've been writing for a living for over 30 years. Their chapters on UX and testing, even if you have a low-traffic site, are groundbreaking. This is not one of those books that tells you "oh, you need to do eye-tracking studies, have fun..." The authors describe how to perform eye-tracking studies AND how to analyze and understand the results. I just spent 15 minutes going through the full-blown case study at the back of the book too, and it's worth the price of admission. Really.Honestly, I wish every web designer and web developer read this book and Steve Krug's books, and then implemented just 20% of what they recommend. The Web would be a more enjoyable and more effective place to spend time.
I've got probably 2 dozen books on e-commerce / online marketing within arms reach of me as I write this review, and now all but 2 of them can be retired. This WILL become your go-to reference 'Bible' for CRO/Conversion Rate Optimization of e-commerce websites just as Perry Marshall's "80/20 Sales & Marketing" and "Ultimate Guide to Google AdWords" have become the best in their niche. These guys literally invented CRO. Their book is very well organized, clearly written and (frankly) worth it's weight in gold. I couldn't put it down. If you can't put this book to good use vastly improving your online sales performance then you should give up, because you're beyond help. These guys work for BIG, RICH corporate clients who pay them a bundle ...and now with their book the rest of us can employ those same powerful CRO strategies and tactics to do sell even more effectively online. This book is UNDER-priced ...get it fast before your competitors beat you to it.
More than just theory, Making Websites Win gives you step-by-step directions to turn an average website into a high performer. Readers will gain a workable, battle tested, and proven strategy that is backed up by well documented case studies and stringent testing. It gives the scoop on the latest and best conversion rate tactics and tools.You’ll see how you can systematically increase CRO, whether you’re a cash strapped entrepreneur (the book shows you how to DIY with a variety of free and low tactics) or running a big budget marketing department.In these pages you will discover how to uncover what your target audience really wants, and how to develop and improve your messaging systematically.As you work through the process of research and testing, you can’t help but see improvements to your offer, copy and layout.Take the guesswork out of conversion with the scientific approach the authors advocate and teach in this indispensable book. A fascinating and fun read.
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