Website Optimization
Language: English
Pages: 398
ISBN: 0596515081
Format: PDF / Kindle (mobi) / ePub
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, and 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.
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reports." These charts show the sequence and timing of web page objects as they download for a requested web page (see Figure 10-16). They can illustrate common web performance issues, such as blocking JavaScript files and the browser limitation of "two simultaneous connections per hostname" on HTTP 1.1 servers. We covered the perils of parallelism in the introduction to Part II. Figure 10-16. IBM Page Detailer waterfall report The Chart tab of IBM Page Detailer shows a graphical view of
proactive chat." LivePerson, http://www.liveperson.com/customers/hoovers/results.asp (accessed February 17, 2008). [74] MarketingSherpa. July 19, 2005. "Video Spokesmodel Lifts Ecommerce Conversions 78%: A/B Test Results." MarketingSherpa, https://www.marketingsherpa.com/barrier.html?ident=24086 (accessed February 17, 2008). [75] Song, J., and G. Zinkhan. 2008. "Exploring the Determinants of Perceived Web Site Interactivity." Journal of Marketing 72 (2). Staging Your CRO Campaign
illustrates your company as the most logical choice, and makes your product or service the "must have" item. You can state your USP in your product description, in your offer, or in your guarantee, but it should always create desire and urgency: Product: "The Fluke VR1710 Voltage Quality Recorder Is an Easy-to-Use Instrument That Will Help You Instantly Detect Power Quality Problems." Offer: "Order the New Fluke VR1710 Voltage Quality Recorder to Quickly Detect Power Quality Problems."
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The resultant ad displays as shown in Figure 6-3, saving an HTTP request. Figure 6-3. SSI inserted banner ad (750 x 100 pixels) The editors at Internet.com noticed an increase in speed
CSS and markup. * * * Warning It is a best practice to use functional class names that describe the purpose of the class rather than embed values within names (e.g., .default versus .bluetext1). After all, designs can change, but the function of the class will not. A .bluetext{color:red;} or .marg3em{margin:2em;} would not make sense after a redesign. * * * Tip #7: Use CSS Shorthand Some CSS properties and colors can be written in longhand or shorthand notation. Longhand
