Description du livre
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.