Website Optimization

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.

Auteur

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.

Résumé
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.

Contenu

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 102

Week 8: Create a Unique Value Proposition and Clearly Promote It 103

Monday: Understand Your Current Unique Value Proposition from Your Visitor's Perspective 103

Tuesday: Survey Your Visitors to Help Create Your Value Proposition 104

Wednesday: Learn from Competitor Websites to Improve Your Value Proposition 104 Thursda…