I bought this book because I spend a lot of money on my website, but I don't know the first thing about how to optimize the site once visitors arrive. I need to allocate my web-development budget carefully to cover my costs. Unfortunately, it is almost impossible to find a web designer who understands conversion. Most designers are focused on making a site pretty. But, "pretty" doesn't pay the bills.
I found this book to be invaluable as a "how-to manual" for all elements of web sales. It explains how to: design your sales funnel, hone in on what your customers *really* want, identify key data points to watch, utilize graphic design on websites and landing pages to promote conversion, optimize shopping carts and mobile sites. The book even covers conversion tips for copywriting, videos, follow-up marketing, and much more.
Ultimately, the goal of the book is to promote a better experience for your customer so they may identify solutions as quickly and easily as possible. There is no "trickery" involved, only maximized clarity.
That clarity works both ways since I can now make much clearer, educated decisions about my website. This books covers a lot of technical information, but is surprisingly easy to read. With case studies, stories, visuals, and lots of examples, it is enjoyable to read cover-to-cover. However, it should also sit on your desk as a frequently referenced handbook.
If you own a website, you must read this! Make sure your web designer reads it, too...it will transform their results for *all* of their clients and boost them into a whole new sphere of service. (Just be sure you negotiate "grand-fathered pricing" before they double their prices to keep up with demand of their new-found super power!)