Website Optimization

Preface

“We’ve had a website for years now, but it hardly pays for itself.”

“Our site’s pulling in more than 30% of our revenue, at a far lower cost than our other venues.”

There’s a world of difference between these two very real Internet experiences. Yet they provide a window into the landscape of web survival that plays out daily. Success is the result of a multitude of adaptations to this constantly changing environment. The fate of companies worldwide is at stake, yet few players grasp the full scope of the problem. Fewer still can clearly and thoroughly articulate its solution: website optimization.

Ultimately, website optimization (WSO) is about maximizing the (usually financial) return on a website investment. Research shows that attaining that ultimate goal is dependent upon fulfilling a set of known benchmarks, including making the site easier to find, easier to use, faster, more aesthetically pleasing, cheaper to run, and more compelling. Site stakeholders need accurate resources that spell out best-in-class, proven strategies and methods to reach those benchmarks, and thereby attain success.

I wrote this book to fill this need. By reading it, you will learn a comprehensive set of optimization techniques for transforming your website into a more successful profit-generation machine. You’ll save money by shifting your marketing budget from hit-or-miss mass marketing to highly targeted, online marketing with measurable results.

WSO will teach you how to engage more customers ...