What is included with this book?
Building a Formula For Success | |
Why Online Sales Matter | p. 1 |
First Things First | p. 2 |
Internet Research Equals Internet Sales | p. 2 |
Advantages of Internet Marketing | p. 3 |
The Bird's Eye View | p. 4 |
Standard Practice | p. 4 |
Your Online Sales Engine | p. 5 |
Back to Basics: Business Strategy 101 | p. 7 |
The Customer Is King | p. 7 |
Understanding the Buying Process | p. 7 |
Remove Organizational Silos | p. 8 |
Get the Most Bang for Your Buck | p. 8 |
Find Out What's Working | p. 9 |
Lessons We've Learned | p. 9 |
Keywords, Keywords, Keywords | p. 9 |
Paid Search Mismatches | p. 10 |
Get the Fundamentals Right First | p. 11 |
Bigger Is Better | p. 11 |
Content and Inlinks | p. 12 |
Websites Are for Spiders and People | p. 12 |
Small Business Safety | p. 12 |
Budget for Marketing the Website Itself | p. 13 |
Learn by Example | p. 14 |
B2C Example: Happy Puppy | p. 14 |
B2B Example: TropiCo | p. 15 |
Online Sales Engine Success Stories | p. 15 |
Case Study: Moving into New Global Markets | p. 16 |
Case Study: Manufacturing Company Improves Sales | p. 16 |
Case Study: Large Childcare Provider Increases Web Conversions | p. 17 |
Case Study: Major Software Company Grows Sales | p. 17 |
Summary | p. 19 |
What an Online Sales Engine Can Do | p. 21 |
What Is an Online Sales Engine? | p. 22 |
Why Adopt the Online Sales Engine? | p. 22 |
The Online Sales Engine Components | p. 23 |
The Components Form a Process | p. 25 |
Avoid ôDangerous Dataö Nightmares | p. 25 |
Case Study: Identifying Junk Leads | p. 26 |
The Customer-Driven Process | p. 26 |
Define Your Goals | p. 27 |
Configure Tracking and Set Goals for Metrics | p. 28 |
Conduct Research and Improve the User Experience | p. 30 |
Sell Online | p. 32 |
Manage Your Website | p. 34 |
Increase Visibility with SEO and Paid Search | p. 34 |
Revisit the Metrics | p. 38 |
Close the Loop with Metrics | p. 38 |
Maintain Your Analytics | p. 39 |
The ROI-Driven Process | p. 39 |
Summary | p. 40 |
Building a Metrics-Driven Practice | p. 43 |
The New Era of Website Metrics | p. 44 |
Which Metrics Matter Most? | p. 44 |
Influencing Leads and Revenue | p. 44 |
The Conversion Funnel | p. 45 |
Lead-Generation Businesses | p. 46 |
E-Commerce Businesses | p. 47 |
Choosing a Contact Method | p. 47 |
What to Measure | p. 49 |
SEO Key Performance Indicators | p. 50 |
Paid Search KPIs | p. 53 |
Use Business Analysis to Define Your KPI Benchmarks and Goals | p. 55 |
When to Measure Matters | p. 56 |
Integrating Web KPIs into BusinessDecision Making | p. 58 |
Case Study: Landing Pages with Custom 800 Numbers | p. 59 |
Web to Lead to CRM Analysis: Close That Loop! | p. 60 |
The Impact of Internet Marketing on Sales | p. 60 |
Case Study: Reviewing Customer Conversion Data in Salesforce | p. 62 |
Moving Data into Salesforce | p. 63 |
KPI Reporting on Leads and Sales | p. 64 |
Quantity Versus Quality | p. 64 |
Projections for Future Gain Based onPast Performance | p. 65 |
Summary | p. 67 |
Breaking Down Silos to Get the Metrics You Need | p. 69 |
Do More Than Gather Data: Build a Team | p. 70 |
Web Analytics: Types, Purpose, Popular Tools for Each | p. 70 |
Logfile Versus Script-Based Analytics Tracking | p. 71 |
Click Analytics | p. 81 |
Call Tracking: Why It's Essential and How to Select Granularity Needed | p. 82 |
Measuring If the Phone Rings (Memory Doesn't Count) | p. 82 |
Selecting the Granularity Needed | p. 83 |
Lead Management: SFA/CRM Integration | p. 84 |
CRM Products | p. 84 |
CRM Basics | p. 85 |
Next Steps for Follow-Up | p. 86 |
Next Steps for Analysis: Quantifying ôAssistsö Through Lead Attribution | p. 88 |
A Case Study in Lead Management | p. 90 |
Summary | p. 91 |
The Audience Is Listening (What Will You Say?) | p. 93 |
Where Do You Start? | p. 94 |
Start with the Tasks and Goals of Your Potential Audiences | p. 94 |
Other Important Audiences | p. 95 |
Listen to and Watch Your Audience | p. 97 |
Develop Website Personas | p. 100 |
Persona and Scenario Development Process | p. 101 |
Sample Personas | p. 102 |
Adapt Your Website to Your Personas' Needs | p. 105 |
Next Steps: Gather More Feedback | p. 105 |
Consider Their Path to Your Content | p. 105 |
Case Study: Persona-Driven Redesign | p. 107 |
Speak Your Audience's Language: The Real SEO | p. 109 |
Do Your Keyword Research | p. 109 |
Evaluate Your Keyphrases in the Context of the Entire Word Market | p. 110 |
Case Study: Word Market Focuses Tutor Time on the Right Descriptors | p. 113 |
Summary | p. 114 |
Putting It All Together and Selling Online | p. 117 |
Designing Your Website | p. 118 |
Incorporating Information Architecture Techniques | p. 118 |
Experiment with an Unconventional User-Driven Architecture: McKinley.com | p. 119 |
The Information Architecture Process | p. 120 |
Investigate and Inform Your Information Architecture | p. 122 |
Develop a Website Skeleton or Wireframe | p. 122 |
Test the Information Architecture | p. 126 |
Graphic Design Comes Later | p. 127 |
A Process Overview | p. 127 |
Information Architecture Case Study | p. 128 |
User Personas and Keyword Analysis | p. 128 |
High-Level Information Architecture | p. 128 |
Page Templates with Content Specified | p. 131 |
How the Website Mission Can Affect Information Architecture | p. 133 |
Designing Your Landing Pages | p. 133 |
Landing Page Basics | p. 134 |
The Design Cycle | p. 138 |
Getting More Granular: When Do You Need a New Landing Page? | p. 138 |
Long-Term Maintenance Is Critical | p. 139 |
Optimizing Your Landing Pages | p. 140 |
When to Optimize | p. 141 |
Use Your User Research | p. 142 |
How to Measure | p. 143 |
You Have Data. Now What? | p. 145 |
Summary | p. 145 |
Making Websites That Work | p. 147 |
Improving User Experience and Conversion Rates | p. 148 |
The Basics: What to Fix Before Testing | p. 149 |
Follow Web Conventions | p. 149 |
On Key Pages: Form Optimization Basics | p. 150 |
Template-Level: Automated Attention Analysis | p. 151 |
On Every Page | p. 152 |
Beyond Best Practices: User Research | p. 155 |
Where Do Surveys Fit In? | p. 155 |
Quantitative User Research: Form Analytics, and A/B Testing | p. 156 |
Qualitative User Analysis: Observations, Usability Tests | p. 158 |
UX Checklist | p. 161 |
Website Planning and Maintenance | p. 162 |
Plan for Graceful Failure | p. 162 |
Website Maintenance Tasks | p. 165 |
Planning a Website Refresh or Relaunch | p. 168 |
Case Study: Poor SEO Execution Hurts | p. 173 |
Summary | p. 175 |
It's All About Visibility | p. 177 |
Who Sees What and How | p. 178 |
What Search Engine Spiders See | p. 178 |
What Search Engine Visitors See | p. 179 |
Writing Web Content for Users and Spiders: On-Site Optimization | p. 181 |
Page-Level SEO Best Practices | p. 181 |
Page-Level SEO Guide: An Example | p. 183 |
Case Study: Call It What It Is to Increase Findability | p. 185 |
Special Considerations: Blogging for SEO Benefit | p. 185 |
Blogging Best Practices | p. 186 |
Get Out of Your Own Way: Make Sure Your Content Is Findable | p. 187 |
A Digression into the Guts of Web Code | p. 188 |
Watch Your Web Technologies | p. 190 |
Take Advantage of Universal Search: Tag Your Media Files with Target Keywords | p. 190 |
Have Fun with Widgets, but Avoid Putting Interesting and Relevant Content Inside Frames | p. 192 |
Don't Spread Yourself Too Thin: Consolidate Your Content Power on Your Main Domain | p. 194 |
Crawler Control: Speak to Your Spiders | p. 194 |
Increase Your Findability via Link Building | p. 200 |
How to Approach Website Owners for Links | p. 201 |
Increase Your Findability: Claim and Maintain Your Local Business Listings | p. 202 |
Monitoring, Responding to, and Encouraging Reviews Online | p. 203 |
Advanced Visibility Strategies: Going Social | p. 204 |
Extending Your Reach with Paid Search Advertising | p. 205 |
Search Engines as Paid Search Vendors | p. 206 |
Effective Paid Search Management | p. 206 |
Define Your Market | p. 208 |
Qualify Your Market with Specific Ad Copy | p. 209 |
Convert Your Visitors into Customers | p. 211 |
Revisit, Refine, and Refresh Your Campaigns | p. 211 |
Advanced Visibility Strategies: Display Advertising | p. 212 |
The Best Ways to Target Display Ads | p. 214 |
Summary | p. 215 |
Running the Feedback Loop | p. 217 |
Revisiting the Project Goals | p. 218 |
Your Goals Will Change as Your Process Matures | p. 218 |
Analyzing Across the Online Sales Engine | p. 220 |
Pulling Data from Various Silos | p. 221 |
Common Data Analysis Pitfalls | p. 223 |
Proving ROI | p. 226 |
What to Consider When Calculating ROI | p. 226 |
When ROI Doesn't Matter | p. 228 |
How to Set Projections for Future Performance | p. 229 |
How to Set Projections for Future Performance | p. 229 |
Boardroom-Ready Reporting | p. 234 |
Provide Context for the Numbers | p. 234 |
Boardroom Reporting Best Practices | p. 236 |
Summary | p. 237 |
Special Considerations for International Organizations | p. 239 |
Going Global in the New World Order | p. 240 |
The Return of the Silo Problem | p. 240 |
Triage for International Disorientation | p. 240 |
The Impact of Language, Culture, and Transparency | p. 241 |
Working with Translators and Localization Experts | p. 241 |
Case Study: Spidering to Keep All Localized Websites Up-to-Date | p. 246 |
Basic Mechanics for a Global Metrics-Driven Practice | p. 246 |
Use a Single Website Analytics Program Globally | p. 247 |
Set Your Web Analytics to Track Across Top-Level Domains | p. 247 |
Unify Your CRM or SFA Process | p. 248 |
Talk to Each Other! | p. 248 |
Basic Mechanics for Global Organic Search Visibility | p. 250 |
Focus on the Correct Search Engine | p. 250 |
Tune Your Social Strategy to the Right Channel | p. 252 |
Mind Your Website Top-Level Domains | p. 252 |
Basic Mechanics for Global Paid Search Configuration | p. 253 |
Create Regional Campaigns | p. 253 |
Set Geographic Targets | p. 254 |
Use the Right Language | p. 254 |
Working with Time Zones | p. 256 |
Basic Mechanics for Global Usability | p. 258 |
Before You Translate: Character Set Issues | p. 258 |
Working with Forms | p. 258 |
Working with Other Data | p. 259 |
A Note for E-Commerce Websites | p. 259 |
Making It Usable | p. 260 |
Summary | p. 262 |
Appendix TropiCo's State of the Web Report | p. 263 |
Table of Contents | p. 264 |
Executive Summary | p. 264 |
About Part I | p. 264 |
About Part II | p. 265 |
About Part III | p. 265 |
The Year in Review: The Data | p. 265 |
General Traffic Trends | p. 265 |
Geographic Distribution | p. 266 |
Traffic Sources | p. 267 |
Quarterly Leads Trends | p. 268 |
How It Happened | p. 269 |
Paid Search (Setup, Management, and Expansion) | p. 270 |
Search Engine Optimization | p. 274 |
Usability | p. 275 |
Strategy, Analysis, and Reporting | p. 276 |
Local Search | p. 278 |
Referral Media | p. 279 |
Looking Forward to 2012 | p. 280 |
Localize the Online User Experience | p. 280 |
Engagement: Move Online Strategy Toward Interactive Brand Experience | p. 281 |
Maintain Momentum from FY 2011 | p. 281 |
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