Chloë has once again done what she does best and distilled the knowledge of professionals into a MasterPlan guide that a small business owner can not only understand but can implement to grow their business.
You’ll find no complicated jargon in Customer Persuasion, instead Chloë walks you through the customer journey step by step from the initial step of attracting the right visitors to your website stage by stage to converting them into repeat customers. Throughout the book you’ll find real life examples to illustrate the steps you need to take to turn your visitors into first time buyers, then into repeat buyers and finally into regular customers.
While Chloë has tailored the book for small businesses, even the largest retailers should be reading Customer Persuasion. Everything you need to know is distilled down into a simple framework that’s easy to follow and will help accelerate the growth of your business.
Chris Dawson, Editor, Tamebay tamebay.com
Once again Chloë has delivered a book aimed at the smaller business which talks in a language you can understand and, just as importantly, apply to your business. Industry jargon is explained but also applied in a way that you can work with rather than get bogged down in. It’s just packed full of ideas and action points but with an overall strategy for getting your business working online. Even if, like me, you run an established business this book is worth reading because it will remind you of what you should be doing, and maybe even a few things you didn’t know you should.
Dominic Irons, Owner, Bureau Direct, www.bureaudirect.co.uk
There is something refreshingly honest in the opening pages of Chloë’s latest book: “All marketing is a form of manipulation”, it’s also great to see ethics included right up there in the title. We could all lie to our customers to get them in the door, but instead what Chloë has done here is give us a comprehensive ecommerce to-do list of customer-friendly actions. I challenge any company to say they have ticked every box! It’s not just general theory, it is practical and actionable, things like “look at this specific data in analytics, then do something”.
The book doesn’t try to give a one-size-fits-all answer to your problems, it guides you through how to find out what’s right for your business. I guarantee you’ll be sticking post-it notes in this book of things to investigate further, I know I will. As Chloë rightly points out, customer expectations have increased, retailers need to meet or exceed that expectation if they are to persuade their visitors to become customers. The internet has made it easier for customers to exercise choice in whom they purchase from, they vote with their feet and force us to raise the bar, (so who is manipulating who?!) simply having a website is not enough.
So whether you’re a small ecommerce company wanting to get big or a big company wondering what they’ve missed, this book will be a great help. Its flow is logical and it is comprehensive, it makes you appreciate how many factors go in to successful eCommerce.
Stuart McMillan Deputy Head of Ecommerce, Schuh Schuh.co.uk
If you don’t have a pen and paper ready you’ll be scrambling for one inside a few paragraphs.
Chloë Thomas’s encyclopaedic knowledge of eCommerce businesses around the world, together with real-life examples of how to persuade your website visitors make this a must for your eCommerce self-development!
Pascal Culverhouse, Founder & Managing Director electrictobacconist.co.uk
In the age of the customer, Customer Manipulation is an invaluable resource for any brand – whether just starting out or struggling to move towards a customer-centric business model
The book is packed with easy-to-follow, actionable advice to aid companies in understanding how to earn their customers’ interest, foster it, keep it and capitalise on it.
Skip Fidura, Client Services Director, dotmailer www.dotmailer.com
In a world heavy on jargon, insider knowledge and almost infinite options it is difficult to pull together an end to end methodology. Chloë Thomas takes a straight forward step by step approach to creating the Customer MasterPlan. Written in digestible pieces this walk through of the customer journey from awareness to repeat purchase demystifies the process and enables the reader with practical information and measurements that makes sense of it all.
Jason Smith, Bazaarvoice
Customer Persuasion: How to grow your business and make your customers happy is a really nice introduction into the customer centric world of eCommerce. It provides a sensible, easy to follow template for new business owners and seasoned online professionals alike.
What I like most about the book, is that it’s not full of ”marketing jargon’ and is therefore extremely easy to follow and put into practice. It is also packed with stacks of real life examples that market leading companies are successfully putting into practice for the reader to draw inspiration from.
A cracking read!
Zak Edwards, Managing Director, Prezzybox.com
Chloë has condensed the options, strategies and tactics to ensure ones product or service will reach the maximum amount of prospects, turn them into fans and then customers. eCommerce has evolved so much in the past few years, that to ignore this blueprint will leave you in the wake of your competitors and more importantly alienate prospects, who have a high expectation of what we do to turn them into customers. Thank you Chloë, another epic book.
We also love the fact that there are great insights into the subscription model that ensure the nurture and expectation are fully understood and the murky world of analytics now makes sense.
Sebastian Galbraith-Helps, Chief Bee, HoneyTreeBespoke.com
A compendious overview of the selling processes online, all from the position of an ethical and authentic connection with the customer. This book is both a glossary of all of the digital marketing terms you’ll come across and a practical, illustrated guide of these techniques in practice – rolled up in an accessible style.
Ian Jindal, Editor, Internet Retailing
Chloë’s latest book is a triumph, it guides you through the journey of finding your audience and creating a strong customer base.
What’s different about Chloë’s book is that it never loses focus on the customer perspective. It tells you how to make sure customers understand your proposition and is jammed full of useful examples that are easy to follow. I’d recommend it to anyone that wants to take their business to the next level.
Alex O’Byrne, Founding Director, We Make Websites, wemakewebsites.com