Clickology
What Works in Online Shopping and How Your Business can use Consumer Psychology to Succeed
Will be published approx. on 3. January 2014
Book
Paperback/Softback
208 pages
978-1-85788-604-7 (ISBN)
Description
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.
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.
Reviews / Votes
Clickology promises to teach you what works in online shopping, and Jones' lucid writing and his simple explanations of the psychological concepts that guide users around the internet in search of products do just that. Packed with advice and information, it's backed up by thorough citations and excellent case studies. * Social Bookshelves * A book worth buying, reading and sharing with your team. A good informative read... that may well turn on light bulbs. * Direct Commerce * This is a great read. At last an interesting, insightful book that helps us to understand why people buy (rather than teaching us how to sell!) I loved the style of this book great stories, great ideas, tools and techniques and great learning. This is a book right for its time! -- Phil Jesson, Deputy Chairman, Academy for Chief Executives Amongst the countless so called gurus who promise to reveal the secrets of making money online, it makes a refreshing change to finally discover the actual facts about what really makes the difference between commercial success and commercial failure. This book is a result of Graham Jones' expert knowledge and extensive research into the psychology of the internet. If you are serious about your online business then you must read it. -- Simon Hazeldine, Founder of Sellcius, The Online Hotspot for Sales Professionals This book provides insights into what makes an online store really work. It is packed with tips, guidance and real-life case studies from online boutique beauty store, Bellabox, to the mighty Groupon. * Talk Business Magazine * Well written, it will appeal to all readers whether they are a MD or an ecommerce executive. It is a quick read but dont let that fool you; there are plenty of great points to take away. * E-Commerce Professional *More details
Language
English
Place of publication
United Kingdom
Publishing group
John Murray Press
Product notice
Paperback (UK-trade)
Dimensions
Height: 218 mm
Width: 136 mm
Thickness: 18 mm
Weight
256 gr
ISBN-13
978-1-85788-604-7 (9781857886047)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Graham Jones
Clickology
What Works in Online Shopping and How Your Business can use Consumer Psychology to Succeed
E-Book
12/2013
John Murray Business
€3.99
Available for download
Person
Graham Jones is an Internet Psychologist who helps businesses understand the online behaviour of their customers and website visitors. He was one of the first psychologists in the world to start investigating the way human behaviour has adapted to the online world. He speaks at conferences on the topic and is a consultant to a number of businesses, helping them engage more fully with their online customers, thereby helping to improve their brand, sales and profits. Graham is an Associate Lecturer at The Open University and a Visiting Lecturer at the University of Buckingham. He is also a regular guest on TV and Radio talking about the Internet and is frequently interviewed by journalists from around the world about the topic of online behaviour.
Content
Why people shop - the psychology of shopping and retail behaviour Why people shop online - the powerful psychological reasons for the massive uptake in online shoppping How people shop online - the way people browse online stores, make their purchases and how retailers can do to tap into this behaviour It's all about prices - pricing online is tough, there is considerable completion. What price strategies are attractive and which ones work best online? Shopping carts get abandoned - most online shopping carts are abandoned. Why and what can online businesses do about it? Send it back please - ! - returns and customer service are essential components of a good online store, but what pleases online customers the most? Do my friends like it? - online social shopping is only in its infancy but it is destined to dramatically increase. Can I trust the shop? - trust and credibility in an online store is established in fractions of a second. How can online retailers gain immediate trust? Can people be conned? - tricks and "black hat" approaches to online selling are commonplace but how can retailers avoid looking like they con people? The future of online shopping - will online shopping continue to increase in popularity or is there danger lurking around the corner for retailers? Creating the perfect online store - the steps online businesses need to take to ensure their store works and taps in to the psychology of the online shopper