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.
Autorentext
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.
Zusammenfassung
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.
Inhalt
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
Monday: Understand the Need for Web Analytics Data to Help Website Optimization Efforts 10
Tuesday: Select a Web Analytics Tool for Your Website 11
Wednesday: Implement Your Web Analytics Tool and Test to Make Sure It's Working Correctly 15
Thursday: Know How to Set Up Your Website Conversion Goals 17
Friday: Set Up Key Segments of Visitors to Monitor and Target 19
Week 2: Find Your Website Conversion Rate, Success Metrics, Benchmark, and Set Targets 23
Monday: Check Your Current Traffic Levels and Set Targets 24
Tuesday: Check Your Website's Overall Conversion Rate and Set Targets 24
Wednesday: Check Your Repeat Visit Rate and Set a Target 25
Thursday: Find Specific Success Metrics for Your Website Type and Benchmark 26
Friday: Set Targets for Your Success Metrics 30
Week 3: Learn the Importance of and Set Up a Website Testing Tool 31
Monday: Understand the Importance of Having a Testing Tool 31
Tuesday: Familiarize Yourself with the Available Website Testing Tools 32
Wednesday: Determine a Budget and Understand Possible Technical Barriers for Tool Selection 36
Thursday: Implement Your Testing Tool, Setup, and QA Test Campaigns 38
Friday: Understand Web Testing Tool Terminology, Concepts, and Reports 40
Chapter 3 Lay the Foundations for Optimization Success 47
Week 4: Learn Key Optimization Fundamentals to Help You Succeed 48
Monday: Identify Your Company's Current Website Optimization Performance 48
Tuesday: Evangelize and Create an Analytics and Optimization Culture 51
Wednesday: Prepare a Better Initial Website Optimization Strategy 54
Thursday: Create Detailed Test Plans 56
Friday: Consider Test OutsourcingWhen and Why 58
Week 5: Understand and Create an Optimization Organization 61
Monday: Find an Executive Sponsor for Your Optimization Efforts 61
Tuesday: Gain Buy-in from Key Stakeholders 62
Wednesday: Assemble a Dedicated Optimization Team 66
Thursday: Integrate Testing and Optimization Web Processes into Your Company 70
Friday: Communicate, Review, and Iterate 72
Week 6: Learn Testing Best Practices to Improve Your Success 75
Monday: Use an Insightful, Hypothesis-Driven, and Iterative Testing Approach 75
Tuesday: Learn Strategies for Creating Effective Tests 77
Wednesday: Learn the Power of Targeting and Personalization for Improving Conversions 83
Thursday: Avoid Common Mistakes When Creating and Running Your Tests 89
Friday: Learn How to Analyze Results and Determine a Test Winner 92
Chapter 4 Understand Your Visitors and Their Needsthe Keys to Website Optimization 95
Week 7: Create Personas and Use Cases for Your Main Visitor Needs 96
Monday: Put Yourself in Your Visitor's Shoes to Help Create Personas and Use Cases 96
Tuesday: Create Some Simple Personas for Your Visitors 97
Wednesday: Create Use Cases for Your Website 99
Thursday: Re-create the Use Cases on Your Website and Grade the Ease of Doing So 101
Friday: Learn How to Get Even Greater Value from Your Use Cases 1…