Website Optimization (eBook)
300 Seiten
John Wiley & Sons (Verlag)
978-1-118-24060-1 (ISBN)
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.
About the Author Rich Page is a Conversion Specialist at Adobe, working with Fortune 500 clients to help improve their website optimization strategies. Rich has been analyzing, testing, and improving websites for over 10 years and has previously worked for Disney Online in their web analytics and optimization team. He has a unique background of online marketing, web usability, and analytics, and has a popular web analytics and optimization blog at rich-page.com. He is also a regular speaker at industry conferences and the coauthor of Landing Page Optimization, Second Edition.
Foreword xxi
Introduction xxiii
Chapter 1 Setting the Website Optimization Scene 1
Introduction to Website Optimization 2
The Rise of Website Optimization: The Aftermath of the Dot-comBubble Bursting 4
The Differences between Landing Page Optimization, ConversionRate Optimization, Website Testing, and Website Optimization 6
The Difference between Website Optimization and Search EngineOptimization (SEO ) 7
Chapter 2 Set Up and Improve Usage of Key Web Analytics andTesting Tools 9
Week 1: Learn the Importance of and Set Up an Analytics Tool10
Week 2: Find Your Website Conversion Rate, Success Metrics,Benchmark, and Set Targets 23
Week 3: Learn the Importance of and Set Up a Website TestingTool 31
Chapter 3 Lay the Foundations for Optimization Success47
Week 4: Learn Key Optimization Fundamentals to Help You Succeed48
Week 5: Understand and Create an Optimization Organization61
Week 6: Learn Testing Best Practices to Improve Your Success75
Chapter 4 Understand Your Visitors and Their Needs--theKeys to Website Optimization 95
Week 7: Create Personas and Use Cases for Your Main VisitorNeeds 96
Week 8: Create a Unique Value Proposition and Clearly Promote It103
Week 9: Understand Your Visitors' Intent by Visually AnalyzingThem 109
Week 10: Generate Insights from Visitor Satisfaction andFeedback Tools 117
Chapter 5 Build the Foundation of a Better Converting Website131
Week 11: Understand and Improve Your Website's Layout 132
Week 12: Improve Page Load Speed 139
Week 13: Optimize Your Navigation Menus and Links 144
Week 14: Optimize and Learn from Your Internal Site Search153
Chapter 6 Learn the Power of Influence and Persuasion onVisitors and Conversions 165
Week 15: Influence Your Visitors by Optimizing YourCalls-to-Action, Headlines, and Text 166
Week 16: Influence by Optimizing Your Images, Promotions,Videos, Rich Media, and Advertising 178
Week 17: Harness the Power of Social Proof, Reciprocity, andScarcity 193
Week 18: Influence by Making Your Visitors Feel Safer andBuilding Trust 206
Chapter 7 Optimization Best Practices and Test Ideas forDifferent Page Types and Flows 219
Week 19: Focus On and Optimize Your Home Page 220
Week 20: Optimize Your Product, Service, Lead Generation, andOther Key Pages 228
Week 21: Optimize Your Shopping Cart and Checkout Flow 246
Week 22: Identify Other Key Pages and Flows for Optimization259
Week 23: Optimize Your Website's Mobile Experience 265
Chapter 8 Keep Them Coming Back--Optimize for RepeatVisits 275
Week 24: Focus on and Generate More Repeat Visits 276
Week 25: Optimize Your Registration or Sign-Up Pages to Get MoreRepeat Visits 282
Week 26: Optimize Your Email Marketing Efforts to Get MoreRepeat Visits 290
Chapter 9 Review and Learn from Your Results, and KeepTesting and Optimizing 301
Week 27: Review and Learn from Your Optimization Efforts So Far302
Keep Optimizing and Testing: Your Website Is Never Perfect!307
Appendix A Website Optimization and Testing Tools 309
Appendix B Test Idea Tracker 313
Appendix C Test Results Tracker 315
Index 317
| Erscheint lt. Verlag | 23.4.2012 |
|---|---|
| Sprache | englisch |
| Themenwelt | Mathematik / Informatik ► Informatik ► Web / Internet |
| Schlagworte | Allg. Internet • Computer-Ratgeber • End-User Computing • Internet General • Websiteoptimierung |
| ISBN-10 | 1-118-24060-X / 111824060X |
| ISBN-13 | 978-1-118-24060-1 / 9781118240601 |
| Haben Sie eine Frage zum Produkt? |
EPUB (Adobe DRM)Größe: 17,1 MB
Kopierschutz: Adobe-DRM
Adobe-DRM ist ein Kopierschutz, der das eBook vor Mißbrauch schützen soll. Dabei wird das eBook bereits beim Download auf Ihre persönliche Adobe-ID autorisiert. Lesen können Sie das eBook dann nur auf den Geräten, welche ebenfalls auf Ihre Adobe-ID registriert sind.
Details zum Adobe-DRM
Dateiformat: EPUB (Electronic Publication)
EPUB ist ein offener Standard für eBooks und eignet sich besonders zur Darstellung von Belletristik und Sachbüchern. Der Fließtext wird dynamisch an die Display- und Schriftgröße angepasst. Auch für mobile Lesegeräte ist EPUB daher gut geeignet.
Systemvoraussetzungen:
PC/Mac: Mit einem PC oder Mac können Sie dieses eBook lesen. Sie benötigen eine
eReader: Dieses eBook kann mit (fast) allen eBook-Readern gelesen werden. Mit dem amazon-Kindle ist es aber nicht kompatibel.
Smartphone/Tablet: Egal ob Apple oder Android, dieses eBook können Sie lesen. Sie benötigen eine
Geräteliste und zusätzliche Hinweise
Buying eBooks from abroad
For tax law reasons we can sell eBooks just within Germany and Switzerland. Regrettably we cannot fulfill eBook-orders from other countries.
aus dem Bereich
