If you are marketing and selling products online there is one skill you need to have: the ability to convert a site visitor into a paying customer. You can have the best product in the world, but if you can’t take a site visitor from intrigued viewer to happy customer, your venture won’t survive. Positioning your products for success means you need to improve your knowledge on everything from effective copywriting to data analysis and persona marketing. An excellent way to increase your knowledge base is to become an avid reader of conversion rate optimization books. While there are plenty of options at your disposal, some stand out amongst the myriad of marketing books. Consider adding the following essential CRO books to your list of must-reads for online business owners:
A/B Testing: The Most Powerful Way to Turn Clicks Into Customers
Written by Dan Siroker and Pete Koomen, A/B Testing: The Most Powerful Way to Turn Clicks Into Customers is an excellent read for those wanting to maximize the potential of their websites. This book helps you understand the importance of A/B testing for business growth. Whether you want to improve your landing page conversion rates or convert more of your website visitors into paying customers, this book can help you understand the critical concepts behind ongoing consumer testing. With a casual writing style that is easy to grasp, A/B Testing: The Most Powerful Way to Turn Clicks Into Customers is one of those reads you’ll likely turn to time and time again as you continue to build your business.
Website Optimization: An Hour a Day – A Conversion Rate Optimization and A/B Testing Guide
Rich Page’s Website Optimization: An Hour a Day – A Conversion Rate Optimization and A/B Testing Guide is a must-read for every e-commerce marketer. Offering everything from testing strategies to conversion tool suggestions, this book helps marketers understand the basics of CRO in order to improve sales rates and customer satisfaction scores. After reading this book you’ll have a more thorough knowledge of CTAs (call to action), paid search, EMO (email marketing optimization), and customer targeting/personalization.
You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Written by Chris Gowar, You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing is another fantastic resource for those hungry for increased sales (and who isn’t in our space?!). Learn how to test the performance of everything from your website images to your titles and CTAs. Dive into conversion analytics, data discovery and analysis, and growth tactics and strategies. After reading this book you’ll understand not only how to optimize your business for success but why conversion testing matters.
Conversion Optimization: The Art and Science of Converting Prospects to Customers
Written by Khalid Saleh and Ayat Shukairy, Conversion Optimization: The Art and Science of Converting Prospects to Customers will help you understand how to guide potential customers through the buying process. Understand how everything from your website’s usability to data analytics can have a huge impact on your CRO success. Discover how designing customer personas can help you better understand your website’s visitors, the numerous steps a prospective buyer goes through before finalizing a purchase, and how to overcome objections to increase your lead-to-sale ratio.
Tested Advertising Methods
Although it is a little older than the above-listed book suggestions, Tested Advertising Methods is one of those resources full of time-tested wisdom. Written by John Caples and revised by Fred Hahn, this book is a must-read for marketers looking to maximize the potential of their company. Coming from a mail order advertising background, John Caples helps you to understand the impact of copywriting on your conversion rate success and why split-testing matters. Packed with informative wisdom you can use to increase the effectiveness of your content marketing, social media marketing, and print ads, this helpful tome should be required reading for anyone even considering starting their own business.
If you hope to succeed in e-commerce over the long-haul, it is imperative you understand conversion rate optimization. It’s not enough to increase visits to your website; you need to know how to make the most of those visitors when they click on your URL. Failure to understand the core principles of CRO can mean your online venture is nothing more than a time-sucking hobby. If you’re ready to double-down on maximizing your business for success, improving your understanding of conversion rate optimization is highly recommended.