In the early days of World Wide Web the mare presence of a webpage with the info about your products or content was considered sufficient for the promotion and success of your online business. However, most people soon realized that bringing customers or content viewers to the website was not enough to assure sales or other metrics of success. The exact layout, navigation, and other elements of the website architecture all need to be fine-tuned in order to increase conversion rates. In the early days conversion optimization was somewhat of a dark art, but over the past decade or so there has been an enormous increase in our understanding of what motivates consumers online and how those insights can be translated into desired actions.

"Conversion Optimization" is as close as one can get to a textbook on this subject. The book is extremely thorough, full of valuable insights, and it provides many useful examples and suggestions that can be easily implemented by almost anyone on their own. Conversion optimization is a data driven enterprise, and there is plenty of data and other useful information in this book that can best illustrate the points that are being made. The book provides a snapshot of most important website analytics concepts, tools, and measures. It highlights somewhat different definitions that are in use for the measurement of, for instance, bounce rates. The book emphasizes the importance of testing various different site designs, but it also shows the limits of this approach. Only the highly visited sites can gather enough information on user behavior that will be statistically relevant and informative for the purposes of conversion optimization.

Conversion optimization is still as much of an art as it is science, but informative, systematic and pedagogical books like this one go a long way towards shedding some much need light onto this field.

I sat down on a plane yesterday evening with a two hour flight. I was tired and thought this book might help me sleep! Then I read the book cover to cover! I did skim a few sections and finished when the Captain told us we were about to land. Kept me fully awake with a lot of very valuable insight and a well-crafted explanation. I now have an extensive list of changes that I can't wait to test on our sites. Khalid and Ayat are true experts in their field. This is not consultant waffle, but rather hard facts based on real analysis and experience in the trenches. Congratulations I will be recommending your book to friends and colleagues