Top Highlights

• At its core, conversion rate optimization is about removing as much friction from a website experience as possible, so nothing inhibits a consumer from researching and purchasing a product.
• way to achieve average results. Not only that: Adopting a best practice that is wrong for your company can destroy value.”6
• set contextual baselines, do exploratory testing, and make continuous improvements.
• You just need a willingness to know who’s coming to your site,1 a curiosity to dig into what they’re experiencing, and the humility to make their experience better.
• This book outlines a path to successful e-commerce site design and optimization.