Index

A note on the digital index

A link in an index entry is displayed as the section title in which that entry appears. Because some sections have multiple index markers, it is not unusual for an entry to have several links to the same section. Clicking on any link will take you directly to the place in the text in which the marker appears.

Symbols

1800Contacts.com, upsell example, Cross-Sells and Upsells
404 errors, Site errors and 404 errors

A

A/B tests, A/B Tests
abandoned cart incentives, Abandoned Cart Incentives
active paid membership base, Common KPIs for Subscription Websites
ad copy
measuring effectiveness of, Ad Copy
personas and, Personas and Copy
add-to-cart buttons, 29. Add-to-cart buttons
clicking, as micro conversion, Micro Conversions
location on ecommerce websites page, Visitors’ inability to locate the call(s) to action
navigation after clicking, 35. Navigation after clicking the add-to-cart button
on product pages, Calculating Conversion Rates
advertising
continuity in online advertising, How Do You Maintain Continuity in Online Advertising?
continuity problems from poorly constructed campaigns, Typical Problems When Maintaining Continuity
online, Fifteen Years of Change
online advertising budgets versus consumer spending, You Must Market Your Site
online versus offline media, Landing Pages
relevance to target personas, How Do You Maintain Continuity in Online Advertising?
aggressive persona (rational), Aggressive Persona (Rational)
AIDA, Complexity of the Product and the Buying Funnel
Amazon.com
cart page without Continue Shopping button, 44. Continue shopping button
community feedback and reviews, Value Proposition
email preferences on, Need Recognition
landing pages for search term Dora Dolls, How Do You Maintain Continuity in Online Advertising?
negative reviews on, Negative Reviews Are Important
PPC ad appearing for search on Dora Dolls, How Do You Maintain Continuity in Online Advertising?
user profile preferences, Need Recognition
anonymous checkout, 45. Proceed to checkout button
Aristotle, Brief History of the Four Temperaments
artisans, Brief History of the Four Temperaments
impulsive persona, Impulsive Persona (Artisan)
assurance centers
adding to shopping cart page, Test Hypotheses–Length of Time to Complete an Experiment, Test Hypotheses, Test Hypotheses, Length of Time to Complete an Experiment
creating for your site, 37. Assurance center
average order value (AOV), Key Performance Indicators
increasing with cross-sells and upsells, Cross-Sells and Upsells
average subscription length, Common KPIs for Subscription Websites
average time on site, Internal Metrics
awareness stage (in building trust), From Confidence to Trust

B

banner advertising, Landing Pages
stimulating consumers to recognize a need, Need Recognition
traffic from, Traffic Medium
behavioral incentives, Behavioral Incentives
behavioral market segmentation
B2B market, Market Segmentation Versus Persona Development
behavioral profiles of customers, Back to the Basics: Creating Customer Profiles
behavioral trends (online), mapping to demographic trends, Putting It All Together
Best Buy, Benefits of Personas, Appealing with Incentives
buttons on cart page, 39. Update and delete buttons on the cart page
customer persona, A Case Against Personas
search box placement on, 3. The search box
Bing search engine, Traffic Sources
results for search term laptops, Deciphering the Buying Stages Online
blogs, Internal Metrics
Bluefly.com, Value Proposition
Bookpool.com, Value Proposition, How can you stand out from the competition?
bounce rate, Bounce Rate
calculating, Calculating Bounce and Exit Rates
definitions of, Bounce Rate
determining your real bounce rate, What Is Your Real Bounce Rate?
examining for keywords, Keywords
exit rate versus, What Is an Acceptable Exit Rate for a Page?
for direct and referring websites, Traffic Sources
in offline sales, Bounce and Exit Rates in Offline Sales
traffic from social media sites, Social media sites
using to evaluate performance of web page, Bounce Rate
bounce-around effect, Bounce-around effect
case of the confused customer, Bounce-around effect
testing checkout process for, 48. The bounce-around effect
brand name, customers defaulting to more well-known brand, The Buying Decision and FUDs
brand websites, Conversion Rates
breakeven conversion rate, What Is the Minimum Conversion Rate for a Campaign to Not Lose Any Money?–Budgeting for Lead Generation Sites, Lifetime Value (LTV) of a Customer, Lifetime Value (LTV) of a Customer, Budgeting for Lead Generation Sites
lifetime value (LTV) in calculations, Lifetime Value (LTV) of a Customer
browser issues, contributing to FUDs, Security
brute force testing, Brute Force Testing
bulk purchases, discounts on, Bundled Prices
bundled prices, Bundled Prices–Using freebie marketing online to increase conversion, Bundled Prices, Using freebie marketing online to increase conversion
encouraging cross-sells, Cross-Sells and Upsells
shipping costs, 34. Bundled shipping costs
tactics for product bundling, Bundled Prices
business value for KPIs, Key Performance Indicators
business websites, categories of, Conversion Rates
business-to-business (B2B) markets
bases for segmenting, Market Segmentation Versus Persona Development
business-to-consumer (B2C) markets
bases for segmenting, Market Segmentation Versus Persona Development
using product videos, Focusing on product benefits
buy one get one free, Buy One, Get One Free
Buy.com, search box placement, 3. The search box
buyer’s remorse, Post-Purchase Evaluation
buying decisions and FUDs, The Buying Decision and FUDs
risks perceived by customers in ecommerce, The Buying Decision and FUDs
buying funnel
different terminology for, Complexity of the Product and the Buying Funnel
product complexity and, Complexity of the Product and the Buying Funnel
buying guides and wizards, Buying guides and wizards–Need identification, Buying guides and wizards, Buying guides and wizards, Self-actualization, Need identification
CNET.com TV buying guide, Buying guides and wizards
designing wizards, Buying guides and wizards
Massage-Tools.com buying guide, Buying guides and wizards
Massage-Tools.com wizard, Buying guides and wizards
steips in implementing buying guides, Buying guides and wizards
buying process, The Journey from Clicks to Sales
buying stages, Understanding the Buying Stages–Complexity of the Product and the Buying Funnel, Understanding the Buying Stages, Deciphering the Buying Stages Online, Need Recognition, Need Recognition, Information Search, Information Search, Buying guides and wizards, Buying guides and wizards, Self-actualization, Evaluation of Alternatives, You should be selling more than products, Purchase, Post-Purchase Evaluation, Complexity of the Product and the Buying Funnel, Complexity of the Product and the Buying Funnel, Complexity of the Product and the Buying Funnel
analyzing visitors’ motivation for landing on website, Deciphering the Buying Stages Online–Need Recognition, Deciphering the Buying Stages Online, Deciphering the Buying Stages Online, Need Recognition
information search stage, Information Search–Evaluation of Alternatives, Information Search, Evaluation of Alternatives
purchase stage, Purchase