website hacks for higher traffic & bigger profits - npc kolkata 2014 @ nasscom
DESCRIPTION
Presentation made at NASSCOM Product Conclave (NPC) Kolkata 2014. Discusses simple website changes that can make big impact on the traffic you generate and profits you make. Includes SEO, Page speed, landing page issues, Analytics, Video SEO and several other hot topics. Most of these can be implemented very quickly. Get more business from your website!TRANSCRIPT
Website HacksGet Higher Traffic & Bigger Profits
Arun AgrawalEbizindia Consulting Pvt. Ltd.
@ebizindia
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SEO Issues
• Meta-tags• Intra-site linking• Non-www to www
• Authorship• One large site or several smaller sites?
NPC Kolkata 2014
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SEO Resources
• www.webmasterworld.com• www.moz.com• www.mattcutts.com/blog/• Other blogs
NPC Kolkata 2014
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Anti-hacking Measures
• User data sanitisation• Security tokens in forms• Brute force login attempts (Login lockdown)• Software upgrades
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Page Speed Issues
• User experience matters the most• Front Side Optimisation
gzip, caching, file-order• Host on fast server• Image size optimisation
Image formatImage resolution
• Content Data Network (CDN)
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Page Speed Issues
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Page Speed Issues
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Page Speed Resources
• www.webpagetest.org• Google Pagespeed
(https://developers.google.com/speed/pagespeed/)• Yahoo Yslow (www.yslow.org)• Tools.pingdom.com
NPC Kolkata 2014
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Conversion Issues
• Clarity beats persuasion
Credit: www.MarketingExperiments.com
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Conversion Issues
• Reduce elements competing for attention• Clear Call To Action (CTA)
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Conversion Issues
• Guarantee or money-back offer• No hidden charges
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Conversion Issues
• Responsive or separate mobile site debate
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User Generated Content
• User participation & engagement• Forums• Blogs with comments• Reviews & Testimonials• Moderation for offensive & off-topic content • SEO & credibility benefits
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Form Optimisation
• Placement of the form• How many fields do you absolutely need?• The dial concept for lead volume• Repeat the benefits of submission• Clear call-to-action• Form security & data sanitisation
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Form Optimisation Sample
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Form Optimisation Resources
• www.MarketingExperiments.com• www.unbounce.com• www.moz.com• http://www.quicksprout.com/2013/01/31/
how-to-optimize-contact-forms-for-conversions/
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Remarketing
• What is remarketing?• Remarketing lists and inclusions/exclusions
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Remarketing
Resources• Google Adwords• Adroll
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Open Graph Tags
• Better social sharing• Facebook uses these• Title, description and images
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Twitter Cards
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Better Sharing on Twitter
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Twitter Cards
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http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/
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Video SEO
• Submit to different video sites• Online Bookmarks• Pinterest, Facebook, Blogs• Individual page on your site
NPC Kolkata 2014
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YouTube Video SEO
• Title• Description• Annotations• Use for previewing your regular video
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Video Sitemap
• Extension to the sitemap protocol• Each URL entry must contain the following
information:– Title– Description– Play page URL– Thumbnail URL– Raw video file location and/or the player URL
(SWF)
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Analytics – Bounce rate
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Analytics- User Technology
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Analytics - Others
• Traffic sources• Funnel analysis and drop-off points• Highest converting pages• Stay on site time
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Analytics Resources
• www.google.com/analytics• www.kissmetrics.com• www.statcounter.com
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Landing Pages
• Continue the experience, match with ads• Don’t bait and switch• Sell the next step only• Credibility seals• Specific testimonials• Clear call to action
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CMS Based Websites
• WordPress, Drupal, Joomla, Magento, Custom• Upgrade regularly• Minimum number of plugins• Enhanced security, avoid brute force attacks• Activate search engine friendly URLs
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Hidden Gems
• 404 error report– Identify missing pages– Identify hack attempts
• Customised 404 error page
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Thanks Page Optimisation
• Take care of buyer’s remorse• Clear details about delivery• Provide details of contact points• Prepare for next step• Try upsell and cross-sell
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Questions?
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Thank You
www.ebizindia.comwww.facebook.com/ebizindia
@ebizindia98310-27107
NPC Kolkata 2014