Author Description

A lot of companies present themselves on the Internet with their own Websites. But swear by your heart: Not all companies are successful in this. The times in which one could spin money in the Web with simple means are unfortunately gone. Do you want to become successful with the help of your Website? Get new customers? Make more sales and more profit? Then you would certainly have a lot of Aha-experiences with this book. Mario Fischer shows you how you can get "active" customers on the Web and get yourself found by the searchers. However, e-commerce works only when visitors also stay after finding you. A lot of companies scare away their users unintentionally through incomprehensible navigation and Web-pages that are complicated to use. This book shows you how you can do it better: You are given clear tips, instructions that can be implemented, practical explanations and numerous examples which frequently bring a smile on your face. Part I: "Getting" Customers Traditional online marketing, newsletter and banner advertising Viral marketing, guerilla marketing Customer retention through Web-logs and RSS-feed Part II: Search engines - get found by the customers Mechanisms of search engines Search engine optimization and solving technical problems Switching to paid advertising Part III: Usability - A lot of first time visitors decide within one second, whether they will stay on your Website. Easy to understand Web-pages thus have the magic touch for success: Selecting the correct words Design an understandable navigation The visual design Testing the usability Part IV: Useful tools Tools for evaluating the user behavior Tools for optimization Checklists