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Website Optimization: An Hour a Day.

Author: Rich Page
Publisher: John Wiley & Sons, 2012.
Edition/Format:   Print book : EnglishView all editions and formats

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  Read more...


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Document Type: Book
All Authors / Contributors: Rich Page
ISBN: 9781118196519 1118196511
OCLC Number: 940552907
Description: 450 s. ; 23 cm
Contents: 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-com Bubble Bursting 4 The Differences between Landing Page Optimization, Conversion Rate Optimization, Website Testing, and Website Optimization 6 The Difference between Website Optimization and Search Engine Optimization (SEO ) 7 Chapter 2 Set Up and Improve Usage of Key Web Analytics and Testing Tools 9 Week 1: Learn the Importance of and Set Up an Analytics Tool 10 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 Testing Tool 31 Chapter 3 Lay the Foundations for Optimization Success 47 Week 4: Learn Key Optimization Fundamentals to Help You Succeed 48 Week 5: Understand and Create an Optimization Organization 61 Week 6: Learn Testing Best Practices to Improve Your Success 75 Chapter 4 Understand Your Visitors and Their Needs the Keys to Website Optimization 95 Week 7: Create Personas and Use Cases for Your Main Visitor Needs 96 Week 8: Create a Unique Value Proposition and Clearly Promote It 103 Week 9: Understand Your Visitors' Intent by Visually Analyzing Them 109 Week 10: Generate Insights from Visitor Satisfaction and Feedback Tools 117 Chapter 5 Build the Foundation of a Better Converting Website 131 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 Search 153 Chapter 6 Learn the Power of Influence and Persuasion on Visitors and Conversions 165 Week 15: Influence Your Visitors by Optimizing Your Calls-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, and Scarcity 193 Week 18: Influence by Making Your Visitors Feel Safer and Building Trust 206 Chapter 7 Optimization Best Practices and Test Ideas for Different Page Types and Flows 219 Week 19: Focus On and Optimize Your Home Page 220 Week 20: Optimize Your Product, Service, Lead Generation, and Other Key Pages 228 Week 21: Optimize Your Shopping Cart and Checkout Flow 246 Week 22: Identify Other Key Pages and Flows for Optimization 259 Week 23: Optimize Your Website s Mobile Experience 265 Chapter 8 Keep Them Coming Back Optimize for Repeat Visits 275 Week 24: Focus on and Generate More Repeat Visits 276 Week 25: Optimize Your Registration or Sign-Up Pages to Get More Repeat Visits 282 Week 26: Optimize Your Email Marketing Efforts to Get More Repeat Visits 290 Chapter 9 Review and Learn from Your Results, and Keep Testing and Optimizing 301 Week 27: Review and Learn from Your Optimization Efforts So Far 302 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


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