Opting in to Optimization: How Successful Ecommerce Brands Convert More Customers Increase Profits and Create Raving Fans

With the explosion of direct-to-consumer online retailers things have been heating up in the e-commerce industry. The differentiators of yesterday have become table stakes for modern brands-those that want to defend their position or gain market share will need to level up from foundational practices to advanced tactics.Opting in to Optimization provides a collection of principles that when applied in a disciplined manner has proven to help e-commerce leaders capitalize on unprecedented market demand and build sustainable thriving businesses.Author R. Jon MacDonald has more than a decade of experience helping globally recognized brands like Nike Xerox Adobe and The Economist design highly effective online purchasing experiences. In this book he condenses all of that knowledge into a handful of powerful strategies and principles that will accelerate growth without compromising customer experience.Brief enough to review in a week but impactful enough to last a lifetime this book is a must-read for anyone in a leadership position at an ambitious online retailer.