Web Design for ROI: Turning Browsers into Buyers and Prospects into Leads

Web Design for ROI
Title: Web Design for ROI: Turning Browsers into Buyers and Prospects into Leads
Author: Lance Loveday, ‎Sandra Niehaus
Date Reviewed: 19th July 2010
10 out of 10
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I was going to apologise that my first book review in a zillion years is on the face of it a web design book, but actually I don’t think this book warrants an apology at all. Yes, it’s called Web Design for ROI but having avidly read it from cover to cover I’m of the opinion that it’s a book for anyone who runs a website (and that’s a fair few of us isn’t it?), not just web designers. You may need to get the help of your web designer to implement some of the ideas, but it would definitely benefit you to have a grasp of the ideas in the first place.

Before I carry on I’ll just explain what ROI means (I’m sure you already know, but it doesn’t hurt to have a reminder). ROI stands for Return on Investment, which (quoting Wikipedia) is “the ratio of money gained or lost on an investment relative to the amount of money invested”. So this book is about making your website as effective as possible so that you make the best return on your investment in it. To use some more jargon, it’s all about improving your conversion rate – i.e. increasing the number of visitors to your site which take a desired action, whether that is buying something from your online shop, signing up for a newsletter or making an enquiry about your services.

This is a book that I’m going to come back to again and again. I’ve already picked up a lot from it and I’m sure that I’ll learn a bit more each time I read it. Can you tell that I enjoyed it? Seriously, it’s making me think very carefully about what makes a persuasive and successful website.

The book has a very informative and persuasive introduction to what ROI is all about in the context of a website, and the benefits of improving your site’s conversion rate over throwing more money at advertising. It then has a chapter for each of the important sections of a site:

  • Landing Pages
  • Home Pages
  • Category Pages
  • Detail Pages
  • Forms
  • Checkout Process

Finally, there is a chapter giving further resources (books and websites) for those who want to read more.

I thought this was an excellent book – I found the writing style very easy to get on with and feel inspired to put some of the concepts into practice.

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