If every designer (and the marketers who hire them) read Web Design for ROI, the new book by Lance Loveday & Sandra Niehaus, the Web would be a better and more profitable place.
Sure, the book will show you design techniques that help generate positive ROI, but the best of all is that it’s easy to follow. The authors dissect a website into six common sections — homepage, detail or landing pages, category pages, product pages, forms, and checkout — found on commerce sites, and they walk the reader through various optimization tactics for each. The book is a pragmatist’s dream, full of examples and “best practices” (or is that “best principles”?) that make it easy to take leaps and bounds in understanding how to use your website to make more money by reducing friction in the customer experience.
If you manage an e-commerce site, or design them, and haven’t read this book or Call to Action by Bryan & Jeffrey Eisenberg and Lisa T. Davis, there’s probably a lot of low-hanging fruit left to grab on your site by modifying simple design changes and testing the results. These types of fixes don’t take a lot of effort but they yeild nice results in terms of boosting conversion rates and average order value.
While Web Design for ROI doesn’t venture as deep into the principles of conversion as Call to Action, its solid approach, combined with the authors’ personality, make it a worthwhile read for anyone fixing the money-leaking holes on their website. This book is about making your e-commerce site a strategic extension of the company’s business model while building it around the customer experience.
This is definitely not your typical design book, and thats why we’re giving it the thumbs-up here at Future Now.