Understanding what to test, how to test, how to interpret the results, and what actions to take to optimize websites and improve conversions can be complex and intimidating for even the most experienced marketer. Website Optimization: An Hour a Day is an approachable, complete guide to the topic and will empower marketers at all levels to develop a plan, test appropriately and accurately, interpret the results, and optimize in order to maximize conversion rates and improve profits. The first part of the book provides the necessary background and helps readers establish an optimization framework by understanding optimization fundamentals and key metrics, choosing analytics tools, researching visitors and their on-site behavior, and crafting a plan for what to test and optimize. The book then dives into all the crucial areas of website optimization, showing readers how to test and optimize website speed, layout and navigation menus and links, internal site search, social media hooks, and more. Readers are then guided through the specifics of testing and optimizing crucial individual pages, including the homepage, top entry and exit pages, product and pricing pages, and the shopping cart and check-out process. Other important optimization areas are then detailed, including optimizing the use of text and images, before the book explores such advanced topics as mobile, paid search optimization, Facebook fan page optimization, rich media, and more. Full of interesting case studies and examples drawn from the authors experience and supported by a companion website that will feature expanded examples, additional resources, tool reviews, and other related information, this book is the complete solution for everyone who wants to get the best results possible from their web page .
