If You Must Tweak Your Way to E-Commerce Success, Then Pay Attention to These Two Steps
Some websites are so broken that tweaks really aren't the best approach. Yes, you can split test your way into some minor gains, but if most of your users can't GET to your product page, or at least not the right one, then boosting conversions on product pages by single-digit percentages isn't going to make anyone very happy.
Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization. Over the past 15 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Google, Expedia, Kodak, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, AutoDesk and many others have benefitted from Tim's deep understanding and innovative perspective.
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