Clickology
Nicholas Brealey Publishing (Verlag)
978-1-85788-604-7 (ISBN)
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The world of shopping is at a crossroads. While online sales are growing at runaway speed, many businesses are finding themselves left behind, discovering that what has worked so long in offline does not work online, and what works online does not necessarily translate offline: it simply doesn't click.
Packed with tips, guidance and real-world case studies from online niche stores Bellabox and Facetache to the universal appeal of Groupon, and from offline discount stores Dollar Tree and Poundland to the luxury Selfridges in this informative book internet psychologist Graham Jones reveals:
* Why most online shopping carts are abandoned before a purchase is ever made and how to stop this happening in your store
* Why having a centrally positioned search box aids navigation and increases sales
* Why offering free shipping online pays off
* Why it makes sense to be sociable
He also reveals the why of consumer behaviour online, how it differs from offline behaviour, and how you can use this understanding to create a store that connects with and engages your customers on both a practical and a psychological level a store that demonstrates true clickology.
Using an accessible five-step CLICK system for turning clicks into dollars, the book shows how to learn from the experience of both on- and offline, and apply lessons to both. Whether you re running a small business website or that of a big corporation, whether you're operating purely online or offline too, Clickology shows you how to thrive.
Graham Jones is an Internet Psychologist who helps businesses understand the online behaviour of their customers and website visitors. He was one of the first psychologists in the world to start investigating the way human behaviour has adapted to the online world. He speaks at conferences on the topic and is a consultant to a number of businesses, helping them engage more fully with their online customers, thereby helping to improve their brand, sales and profits. Graham is an Associate Lecturer at The Open University and a Visiting Lecturer at the University of Buckingham. He is also a regular guest on TV and Radio talking about the Internet and is frequently interviewed by journalists from around the world about the topic of online behaviour.
Why people shop - the psychology of shopping and retail behaviour Why people shop online - the powerful psychological reasons for the massive uptake in online shoppping How people shop online - the way people browse online stores, make their purchases and how retailers can do to tap into this behaviour It's all about prices - pricing online is tough, there is considerable completion. What price strategies are attractive and which ones work best online? Shopping carts get abandoned - most online shopping carts are abandoned. Why and what can online businesses do about it? Send it back please - ! - returns and customer service are essential components of a good online store, but what pleases online customers the most? Do my friends like it? - online social shopping is only in its infancy but it is destined to dramatically increase. Can I trust the shop? - trust and credibility in an online store is established in fractions of a second. How can online retailers gain immediate trust? Can people be conned? - tricks and "black hat" approaches to online selling are commonplace but how can retailers avoid looking like they con people? The future of online shopping - will online shopping continue to increase in popularity or is there danger lurking around the corner for retailers? Creating the perfect online store - the steps online businesses need to take to ensure their store works and taps in to the psychology of the online shopper
| Erscheint lt. Verlag | 3.1.2014 |
|---|---|
| Sprache | englisch |
| Maße | 136 x 218 mm |
| Gewicht | 256 g |
| Themenwelt | Geisteswissenschaften ► Psychologie ► Sozialpsychologie |
| Mathematik / Informatik ► Informatik ► Web / Internet | |
| Wirtschaft | |
| ISBN-10 | 1-85788-604-6 / 1857886046 |
| ISBN-13 | 978-1-85788-604-7 / 9781857886047 |
| Zustand | Neuware |
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