Review
Book of the week: Marketing
"This book is a wake-up call to online retailers. More than just a set of checklists, McKeown attempts to create a framework for approaching the business of selling online.
Always exhorting the reader to look through the customer's eyes, the book sets out a series of exercises for teams to go through, creating a set of goals and deliverables for their site -all directed at generating better sales.
Online retail is getting better, but it's a hard slog and most practitioners are having to invent processes and strategies for themselves.
Even if you don't buy 100% into the framework the book sets out, there's a great deal of useful stuff here that will ultimately save readers time having to figure it out for themselves."
"McKeown is keenly aware of the small but significant characteristics of a website that help it stand out for the customer."
Start and Run your Business, April 2002
Product Description
How do you convert clicks to orders?
If you want to have online customers, then customers must want to have your online buying experience. So, what do you need to do to build a profitable, differentiated and world-beating customer experience online?
It's not enough to be on the web, and it’s not enough to build a great site – however functional or funky. You have to meet and exceed every expectation of the newly demanding, wired and wireless customer, and what’s more, you need to catch up now.
This is the science of selling online. In
Why They Don’t Buy, online customer guru Max McKeown delivers a complete practical program for designing and building the ultimate online customer experience. Read this book and you will discover how to:
- understand your powerful, new, evolved online customers
- figure out the difficult stuff which customers want, and that you can give them
- get a team together to deliver the desired end-to-end experience
- keep it fresh and stay in business.
"This book is a wake-up call to online retailers. More than just a set of checklists, McKeown attempts to create a framework for approaching the business of selling online."
Book of the week: Marketing
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