This hands-on resource steps you through the tools, best practices, test ideas and strategies needed to effectively optimize and improve any kind of website and generate more revenue from it. From optimizing calls-to-action and text to using advanced personalization and targeting techniques, you’ll dive into the crucial areas of this exciting new field. This book also takes a unique approach by using best practices from web analytics, web usability and online marketing to help you get the most out of your optimization efforts.
In 2000, Jakob Nielsen, the world’s leading expert on Web usability, published a book that changed how people think about the Web—Designing Web Usability (New Riders). Many applauded. A few jeered. But everyone listened. The best-selling usability guru is back and has revisited his classic guide, joined forces with Web usability consultant Hoa Loranger, and created an updated companion book that covers the essential changes to the Web and usability today. Prioritizing Web Usability is the guide for anyone who wants to take their Web site(s) to next level and make usability a priority! Through the authors’ wisdom, experience, and hundreds of real-world user tests and contemporary Web site critiques, you’ll learn about site design, user experience and usability testing, navigation and search capabilities, old guidelines and prioritizing usability issues, page design and layout, content design, and more!
Eyetracking Web Usability is based on one of the largest studies of eyetracking usability in existence. Best-selling author Jakob Nielsen and coauthor Kara Pernice used rigorous usability methodology and eyetracking technology to analyze 1.5 million instances where users look at Web sites to understand how the human eyes interact with design. Their findings will help designers, software developers, writers, editors, product managers, and advertisers understand what people see or don’t see, when they look, and why.
With their comprehensive three-year study, the authors confirmed many known Web design conventions and the book provides additional insights on those standards. They also discovered important new user behaviors that are revealed here for the first time. Using compelling eye gaze plots and heat maps, Nielsen and Pernice guide the reader through hundreds of examples of eye movements, demonstrating why some designs work and others don’t. They also provide valuable
User experience design is the discipline of creating a useful and usable Web site or application—one that’s easily navigated and meets the needs of both the site owner and its users. But there’s a lot more to successful UX design than knowing the latest Web technologies or design trends: It takes diplomacy, project management skills, and business savvy. That’s where this book comes in. Authors Russ Unger and Carolyn Chandler show you how to integrate UX principles into your project from start to finish.
• Understand the various roles in UX design, identify stakeholders, and enlist their support
• Obtain consensus from your team on project objectives
• Define the scope of your project and avoid mission creep
• Conduct user research and document your findings
• Understand and communicate user behavior with personas
• Design and prototype your application or site
• Make your product findable with search engine optimization
• Plan for development, product rollout, and ongoing quality assurance
It’s been known for years that usability testing can dramatically improve products. But with a typical price tag of $5,000 to $10,000 for a usability consultant to conduct each round of tests, it rarely happens.
In this how-to companion to Don’t Make Me Think: A Common Sense Approach to Web Usability, Steve Krug spells out an approach to usability testing that anyone can easily apply to their own web site, application, or other product. (As he said in Don’t Make Me Think, “It’s not rocket surgery”.)
In this new book, Steve explains how to:
- Test any design, from a sketch on a napkin to a fully-functioning web site or application
- Keep your focus on finding the most important problems (because no one has the time or resources to fix them all)
- Fix the problems that you find, using his “The least you can do” approach
By paring the process of testing and fixing products down to its essentials (A morning a month, that’s all we ask ), Rocket Surgery makes it realistic for teams to test early and often, catching problems while it’s still easy to fix them. Rocket Surgery Made Easy adds demonstration videos to the proven mix of clear writing, before-and-after examples, witty illustrations, and practical advice that made Don’t Make Me Think so popular.
Your web site is a business—design it like one. Billions of dollars in spending decisions are influenced by web sites. So why aren’t businesses laser-focused on designing their sites to maximize their Return on Investment (ROI)?
Web design can do more than make a site look good—it can be a powerful strategic weapon that enhances financial returns and creates competitive advantage. It’s time to make web sites accountable. It’s time to make design decisions based on metrics and business goals. It’s time for Web Design for ROI. In this book you’ll learn:
- Why so many organizations think about web design the wrong way
- How small design changes can have a big impact on your bottom line
- Simple tips to increase web sales/leads by 10% – 50% (or more)
- Concrete design guidelines for:
- Landing pages
- Home pages
- Category pages
- Detail pages
- Checkout processes
How do you turn website visitors into customers?
Conversion Optimization offers practical advice on how to persuade visitors to make a buying decision — without driving them away through data overload or tedious navigation. You’ll learn how to use marketing principles, design, usability, and analytics on your site to increase your buyer-to-visitor ratio, whether you’re involved with marketing or designing a large ecommerce site, or managing a modest online operation.
Based on the authors’ broad experience in helping businesses attract online customers, this book addresses every aspect of the process, from landing visitors to finalizing the sale. You’ll learn several techniques for blending successful sales approaches with the particular needs of the people you want to attract. Are you ready to do what it takes to get a double-digit conversion rate?
- Explore case studies involving significant conversion rate improvements
- Walk through different stages of a sale and understand the value of each
- Understand your website visitors through persona creation
- Connect with potential customers and guide them toward a conversion
- Learn how to deal with FUDs — customer fears, uncertainties, and doubts
- Examine the path that visitors take from landing page to checkout
- Test any change you make against your original design
Why do people decide to buy a product online? Register at your Web site? Trust the information you provide? Neuro Web Design applies the research on motivation, decision making, and neuroscience to the design of Web sites. You will learn the unconscious reasons for people’s actions, how emotions affect decisions, and how to apply the principles of persuasion to design Web sites that encourage users to click.
Neuro Web Design employs “neuro-marketing” concepts, which are at the intersection of psychology and user experience. It’s scientific, yet you’ll find it accessible, easy to read, and easy to understand. By applying the concepts and examples in this book, you’ll be able to dramatically increase the effectiveness and conversion rates of your own Web site.
Five years and more than 100,000 copies after it was first published, it’s hard to imagine anyone working in Web design who hasn’t read Steve Krug’s “instant classic” on Web usability, but people are still discovering it every day. In this second edition, Steve adds three new chapters in the same style as the original: wry and entertaining, yet loaded with insights and practical advice for novice and veteran alike. Don’t be surprised if it completely changes the way you think about Web design. With these three new chapters:
- Usability as common courtesy — Why people really leave Web sites
- Web Accessibility, CSS, and you — Making sites usable and accessible
- Help! My boss wants me to ______. — Surviving executive design whims
How much money are you losing because of poor landing page design? In this comprehensive step-by-step guide you will learn all of the skills necessary to dramatically improve your bottom line:
- Identify mission critical landing pages & their true economic value
- Gain insight on customer decisions & make your pages friction-free
- Uncover problems with your page & decide what elements to test
- Understand the power & limitations of common tuning approaches
- Develop an action plan & get buy-in from all key players
- Avoid common real-world pitfalls that can sabotage your test
With pages of case studies, practical strategies, a detailed review of Google Website Optimizer tool, this one-of-a-kind resource will help you make your landing pages more profitable.