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• Cover
• Endorsements
• Titlepage
• Contents
• List of figures and tables
• Figures
• Tables
• Preface
• Acknowledgements
• 01 Introduction to e-commerce optimization
• E-commerce website optimization
• Summary
• Notes
• 02 The kick-off
• Be an evangelist
• Get top-level support
• Get the team in place
• Gathering evidence
• Experimentation platform
• How to deal with resistance
• Summary
• Notes
• 03 Gather data
• From data to insights
• Extract insights like the CIA
• Problem framing
• Summary
• Notes
• 04 Behavioural research
• Website analytics
• User journey mapping
• Session replay
• Usability testing
• Heuristic evaluation
• Customer immersion
• Site search
• Form analysis
• Summary
• Notes
• 05 Voice of customer
• Interviews
• E-mail surveys
• Feedback and transcript analysis
• On-site polls
• NPS survey
• Value proposition
• Competitor analysis
• Put it all together in personas
• Summary
• Notes
• 06 Merchandising analytics
• New product analysis
• Ratio analysis
• Look-to-book analysis
• Price-point analysis
• Price testing
• Summary
• Notes
• 07 Create an experimentation roadmap
• How to prioritize test ideas
• Prioritization frameworks
• The experimentation roadmap
• Summary
• Notes
• 08 From hypothesis to experiment
• What is a hypothesis?
• Why you need hypotheses
• From hypothesis to test
• Summary
• Notes
• 09 Testing your hypothesis
• Online experimentation
• Types of online experiments
• Big or small changes?
• Statistics for optimizers
• The test brief
• When to stop a test
• Testing on low-traffic sites
• How to avoid common pitfalls
• Post-test analysis
• Make the winning experience live
• Document test results
• Summary
• Notes
• 10 Personalization
• Data and segments
• When to do personalization
• Technical options for personalization
• Personalization vs A/B testing
• Summary
• Notes
• 11 Optimizing the optimization
• Summary
• Notes
• 12 Optimization people and culture
• How to find, select and motivate in-house optimizers
• Obstacles to a culture of optimization
• When to outsource
• Summary
• Notes
• 13 The science of buying
• Why do people buy?
• Six principles of influence
• The buying decision-making process
• FBM model of behaviour
• Summary
• Notes
• 14 Launching a new website
• Five stages of a new website
• Summary
• Notes
• Index
• Copyright