Présentation de l'éditeur
Step–by–step instructions for executing a website testing and optimization plan
Website optimization is can be an overwhelming endeavor due to the fact that it encompasses so many strategic and technical issues. However, this hands–on, task–based book demystifies this potentially intimidating topic by offering smart, practical, and tested instructions for developing, implementing, managing, and tracking website optimization efforts. After you learn how to establish an optimization framework, you then dive into learning how to develop a plan, test appropriately and accurately, interpret the results, and optimize in order to maximize conversion rates and improve profits.
- Zeroes in on fundamentals such as understanding key metrics, choosing analytics tools, researching visitors and their onsite behavior, and crafting a plan for what to test and optimize
- Walks you through testing and optimizing specific web pages including the homepage, entry and exit pages, product and pricing pages, as well as the shopping cart and check–out process
- Guides you through important optimization areas such as optimizing text and images
- Addresses advanced topics including paid search optimization, Facebook fan page optimization, rich media, and more
- Includes a companion website that features expanded examples, additional resources, tool reviews, and other related information
Full of interesting case studies and helpful examples drawn from the author′s own experience, Website Optimization: An Hour a Day is the complete solution for anyone who wants to get the best possible results from their web page.
Quatrième de couverture
Optimize Your Website, Conversion Rates, and Revenue
A Step–by–Step Guide
Captivate your website visitors, supercharge your conversion rates, and beat your online competition with this detailed guide to all aspects of website optimization. This hands–on resource steps you through the tools, best practices, test ideas, and strategies needed to improve and generate more revenue from any kind of website. From optimizing calls–to–action and text to using advanced personalization and targeting techniques, you′ll dive into all the crucial areas of this exciting new field. This book′s unique approach incorporates best practices from web analytics, web usability, and online marketing to help you get the most out of your optimization efforts.
Optimize everything, from your homepage and checkout flows to navigation, forms, and other crucial functionality
Analyze your visitors and their on–site behavior so you can better engage and convert them
Create better test plans and optimization strategies to make sure your efforts succeed
Take advantage of advanced optimization techniques for mobile pages, email marketing, and more
Personalize and target your website to better fit your visitors′ needs, lifting conversions even further
Influence your visitors using powerful trust, social proof, scarcity, and reciprocity techniques
Establish an optimization process and organization framework that drives better results quicker
Combine best practices of web analytics, web usability, and online marketing to improve your results
You′ll also find:
Over 75 great tools to help you optimize your website
Website optimization checklist to gauge your current efforts
Success metrics and conversion goals for any kind of website
Details of a testing team critical for your optimization efforts
Example of a high–impact test strategy that any website can use
Advance Praise for Website Optimization: An Hour a Day
"If you want to learn how to supercharge your website business performance, this is the book you′ve been waiting for. It′s practical, actionable advice delivered from a master practitioner."
Lance Loveday, CEO, Closed Loop Marketing and author of Web Design for ROI
"In nine exciting chapters Rich shows you, soup to nuts, exactly how to leverage usability, testing, and web analytics to transform your organization and achieve magnificent success!"
Avinash Kaushik, Digital Marketing Evangelist, Google, and author of Web Analytics 2.0
"This book is a must–read for companies serious about site optimization whether you are new to the game or have tried it in the past. Follow Rich′s steps to avoid the common mistakes that will derail your efforts!"
Jason Burby, Chief Performance Marketing Officer, ZAAZ/Possible Worldwide
"Rich Page provides a detailed road map for creating a powerful conversion improvement practice at your company. Get this book before your competition does!"
Tim Ash, Chair of Conversion Conference, CEO of SiteTuners, and author of Landing Page Optimization