Book 11

E-Commerce Advanced

Contents at a Glance

  1. Chapter 1: Mapping the Digital Buyer’s Journey
    1. Deconstructing the Path of an Online Buyer
    2. Monitoring the Flipped and Fluid Digital Sales Funnel
    3. Putting It All Together: The Buyer, the Conversion, the Channel
  2. Chapter 2: Getting Personal with Content Marketing
    1. Delivering the Goods with the Right Content Approach
    2. Developing Buyer Personas
    3. Creating Content for Storytelling and Consumption
    4. Launching the Personalization Effort Online
  3. Chapter 3: Listening to the Voice of the Customer
    1. Using VOC to Determine the Customer Experience
    2. Listening and Taking Action: Time to Redesign
    3. Increasing Appeal
    4. Making Your Website Functional
  4. Chapter 4: Overhauling an Aging Online Business
    1. Paying Attention to the Signs
    2. Qualifying for a Makeover from Lagging Sales
    3. Reengaging Customers to Spend with You, Again
    4. Knowing Where to Start
  5. Chapter 5: Expanding Products to Increase Stagnant Sales
    1. Figuring Out When to Expand Your Product Line
    2. Replacement or Expansion: The Art of Culling Your Inventory
    3. Finding New Products
  6. Chapter 6: Transitioning a Small Site into Big Business
    1. Seeking Out the Next Level of Your Business
    2. Dealing with Accidental Success
    3. Purposefully Making the Next Move
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