I never paid much attention to the whole notion of the 10,000 hour rule. You know, the rule that says it takes around 10,000 hours to master something. It just always sounded to me like a random high number someone just pulled out of thin air. After having spent the equivalent of 10,000 hours learning, working in, and teaching conversion optimization, I now understand the significance of putting in the time to achieve proficiency in a skill. But I also know that not everyone has that kind of time to devote to something…..so I wrote a book!
This book is really about passing along this knowledge from the recesses of my brain and putting it on paper so it can be learned by anyone. I wanted to make a book that really follows the 80/20 rule, because no e-commerce store owner has 10,000 hours to spare to learn one aspect of their business, but they probably have 30 minutes a day to read this book. You’ll learn 80% of the important aspects of conversion optimization which covers all the topics that are truly important to your business (or your client’s). This 80% will get you on a path toward finding leaks in your conversion funnel through data analysis and research and plugging the leaks with research-driven A/B tests.
This book is meant to be your guide to running an efficient conversion optimization program for an e-commerce site. No longer do you need to worry about guesses or hunches when making a decision about changing something on your site and praying that it works. Once you finish this book, you’ll know how to spot weaknesses in your site, figure out why they’re occurring, and run A/B tests that aim to fix that issue. You’ll now get the assurance that changes to the site are proven with data and will make you money.
After reading Kill Your Conversion Killers, you’ll be able to:
- Quickly prioritize tests by calculating potential revenue growth
- Leverage the psychological drivers that push prospects to buy
- Create and deploy friction-free design and UX
- Confidently run meaningful A/B tests
- Avoid dangerous “best practices” that can tank your revenue
- Spot potential conversion killers at a glance
I hope it can give you at least a few insights into your e-commerce site that you didn’t know about before. And for some of you, I hope you’ll take what you learn in this book and apply it to your site and create a culture of utilizing research and data. It may take some time, but it will help increase revenue…..and who can say no to that? ;-]
Founder and CEO
Praise for “Kill Your Conversion Killers”
“This is a modern day field manual for getting more conversions from your website. From high-level approaches to tactical techniques and real life case studies, this book has it all.”
“I highly recommend this book to anyone that is looking to improve their ecommerce conversion rate and sales. Joris is a true expert in the field, and he guides you through all the key elements of conversion optimization like gaining insights from web analytics and visitor feedback, and using psychology and copywriting techniques. It is very easy to read, and is packed with many actionable tips and examples of best practices.”
“This book truly delivers on what the subtitle promises: a pragmatic approach to conversion optimization for e-commerce. I would even go one step further and call it a no-BS approach. The Dexter Method is a clear and well-structured process that you can follow like a blueprint. A must-read for every e-commerce owner!”
“As an eCommerce business owner who started out over 9 years ago, I really wish I had access to such a concise source of information back then. When it comes to CRO, I feel that there is still, as was the case back then, a gap when it comes to great resources that are geared towards eCommerce.
Kill Your Conversion Killers goes a good way to filling that gap.
CRO encompasses a broad range of complex skill sets and this book manages to bring these elements together well in a very cohesive manner, painting an overall picture the mindset and approach required when it comes to growing eCommerce businesses through CRO.
What then follows is a practical guide on how to actually execute CRO through the help of a framework coined “The Dexter Method”. Call it what you will (and no doubt many others have their own frameworks / methods) but in essence it’s a simple, easy to follow framework that allows you to reliably and systematically keep improving your eCommerce results. I find it one of the better frameworks out there because it really gets to the point quickly and avoids unnecessary distractions. This is particularly good for those just starting out or those who have been at it for a while but only achieved middling results. It is easy to get overwhelmed with CRO (shiny tools, ‘advanced techniques’ etc.) but Joris wisely makes a point of reminding people along the way about sticking to the fundamentals so as to keep you on track and getting wins.”