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.
If your Digital Strategy and SEO efforts are still desktop focused, you are behind. Having a mobile website is the first step of your “mobile first” strategy. Your mobile website must be optimized for search engines and human visitors. This is a practical and actionable book with a lot of visuals. It is the result of what I learnt while working with clients. Digital Marketers and Strategist can get a 360 view of mobile optimization. Awesome mobile optimization includes (a)Knowing your business objectives and ROI potential for mobile (b)Choosing the correct mobile website architecture (c)Knowing the pros/cons of each mobile website architecture (d)Make sure search engine know about your mobile website architecture and how to redirect in various scenarios (e)10 mobile design best practices for best conversions (f)Factors to WOW your on-the-go customer (g)12 ways to increase mobile speed (important for Google & users) (h)Mobile keyword research process and SEO (i)Common mistakes to avoid
For those running e-commerce websites there are three ways to increase sales: increasing the quantity of visitors; increasing the percentage of visitors who buy from the site; and increasing the amount that visitors spend when they buy. E-commerce Website Optimization goes beyond simply increasing traffic, helping readers to improve conversion rates, increase ROI from online marketing campaigns, and generate higher levels of repeat business. It brings together usability, analytics and persuasion to offer a straightforward and detailed 5-step methodology of how to use the tools and techniques of Conversion Rate Optimization (CRO) to increase the e-commerce value of websites. Grounded in the latest theory and research, this will help readers to be well-informed and confident to make the right choices. Backed up with a range of invaluable case studies, E-commerce Website Optimization is perfect for those seeking to implement a data-driven ethos to their organization's e-commerce programme, based on market-tested and robust split-test methodology used across a range of commercial businesses. It supports all those responsible for online sales within an organization, be they the Chief Digital Officer, Head of Online Sales or E-commerce; or entrepreneurs and owners of small businesses deriving a substantial proportion of revenue from e-commerce.
Written in an accessible and practical manner which quickly imparts the knowledge you want to know. As a How-to book it will use applied examples and teach you to optimize websites for retina displays. This book is for web designers and developers who are familiar with HTML, CSS, and editing graphics who would like to improve their existing website or their next web project with high-resolution images. You'll need to have a high-definition device to be able to test the examples in this book and a server to upload your code to if you're not developing it on that device.
Bachelor Thesis from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,3, University of Applied Sciences Essen, language: English, abstract: The increasing requirements for the effectivity of a website and the more and more complex knowledge about human behavioral patterns are challenging the online presence of banks. Nowadays, a good usability by itself is no significant basis for decision making and the choice of a house bank. Good usability is expected. Rather, the user experience is an essential factor for the success of a website. Due to the fact that the human behavior is determined by unconscious patterns it is necessary to take these into consideration when conceptualizing a website in order to develop a user-centered, target-oriented website design. By means of persuasive design it is possible to directly address these behavioral patterns. Therefore it is reasonable to optimize the user experience by the application of persuasive design methods. This shall provide a motivating experience in consideration of decision making tools and motives of the user. In this way it is possible to generate competitive advantage and to gain new customers as well as to boost customer loyalty. Here, the need for emotionalizing plays a particularly important role. But especially in view of banking products it is difficult to create an emotional presentation due to the absence of haptics and because accounts are rather a functional instrument and a means to an end than a product with a high pleasure value. Cooperative banks however benefit particularly from this competitive advantage. Due to the cooperative idea, and their values and principles, they are enabled to address (potential) customers emotionally. If values are illustrated, the users have the opportunity to identify themselves with those, and to align them with their own ideals.
It is no secret that the future of the Internet is the Social Web and that the future is this very instant. Millions of people and businesses are interacting, sharing and collaborating on social networking sites, media communities, social bookmarking sites, blogs and more. They are doing it right now, 24/7, and you and your business want to be a part of this powerful movement with as professional and efficient a presence as possible while keeping your expenses minimal.This book will show you how to use the tools of Web 2.0 to build a successful Web presence. From Squidoo to YouTube, Facebook to WordPress, wikis to widgets, blogs to RSS feeds, business owners, authors, publishers, students, PR and marketing professionals can learn to apply and integrate these tools by themselves. Gone are the days of relying on Web developers! This book arms you with the nuts and bolts of the new, open-source Internet through hands-on, real-world examples. You will be pleasantly surprised at how easy it is!
This proceedings volume highlights cutting-edge approaches for contemporary issues evolved in strategic marketing and the integration of theory and practice. It focuses on strategic research and innovative activities in marketing that can be used in everyday operations. The contributions have been divided into eight sections, grouping emerging marketing technologies together in a close examination of practices, problems and trends. The first section examines management challenges which influence societies, cultures, networks, organizations, teams, and individuals. It emphasizes ways business processes foster innovation and facilitate management transitions from dominant structures to more evolutionary, developmental paradigms. The second section discusses the benefits and guidelines to implementation of green marketing strategies. The following section pursues new perspectives of the role of location in marketing and its impact on consumer well-being. The next section explores the impacts of user generated content (UGC) on marketing theories and practice, which is followed by a section identifying how market-based assets can contribute to a sustainable competitive advantage. The sixth section covers understanding consumer perception to make marketing decisions. The final sections promote the use of business informatics and modeling in marketing and also the development of integrating information management in ways that change how people use information to engage in knowledge focused activities. The papers from the proceedings of the 6th International Conference on Strategic Innovative Marketing (IC-SIM 2017) have been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume shares their recent contributions to the field and showcases their exchange of insights on strategic issues in the science of innovation marketing.
Remember when an optimized website was one that merely didn't take all day to appear? Times have changed. Today, website optimization can spell the difference between enterprise success and failure, and it takes a lot more know-how to achieve success. This book is a comprehensive guide to the tips, techniques, secrets, standards, and methods of website optimization. From increasing site traffic to maximizing leads, from revving up responsiveness to increasing navigability, from prospect retention to closing more sales, the world of 21st century website optimization is explored, exemplified and explained. Website Optimization combines the disciplines of online marketing and site performance tuning to attain the competitive advantage necessary on today's Web. You'll learn how to improve your online marketing with effective paid and natural search engine visibility strategies, strengthened lead creation and conversion to sales methods, and gold-standard ad copywriting guidelines. Plus, your increased site speed, reduced download footprint, improved reliability, and improved navigability will work synergistically with those marketing methods to optimize your site's total effectiveness. In this book for business and IT managers, author Andrew King, president of Website Optimization, LLC, has assembled experts in several key specialties to teach you: Search engine optimization -- addressing best (and worst) practices to improve search engine visibility, including step-by-step keyword optimization guidelines, category and tag cloud creation, and guerilla PR techniques to boost inbound links and improve rankings Pay-per-click optimization -- including ad copywriting guidelines, setting profit-driven goals, calculating and optimizing bids, landing page optimization, and campaign management tips Optimizing conversion rates -- increasing leads with site landing page guidelines, such as benefit-oriented copy, credibility-based design, value hierarchies, and tips on creating unique selling propositions and slogans Web performance tuning -- optimizing ways to use (X)HTML, CSS, and Ajax to increase speed, reduce your download footprint, and increase reliability Advanced tuning -- including client-side techniques such as on-demand content, progressive enhancement, and inline images to save HTTP requests. Plus server-side tips include improving parallelism, using cache control, browser sniffing, HTTP compression, and URL rewriting to remap links and preserve traffic Web metrics -- illustrating the best metrics and tools to gather details about visitors and measure web conversion and success rates. Covering both search marketing metrics and web performance measures including Pathloss and waterfall graphs Website Optimization not only provides you with a strategy for success, it also offers specific techniques for you and your staff to follow. A profitable website needs to be well designed, current, highly responsive, and optimally persuasive if you're to attract prospects, convert them to buyers, and get them to come back for more. This book describes precisely what you need to accomplish to achieve all of those goals.