Book VI
Boosting Sales
Contents at a Glance
Chapter 1: Driving Traffic, Driving Sales
Calculating Your Site's Conversion Rate
Figuring Out When You Get the Most Traffic
Getting Customers to Notice Your Web Site
Chapter 2: Special-Edition Public Relations for the Web.
Chapter 3: Web Marketing at Work
Developing a Marketing Strategy
Gaining a Following with Social Media
Reeling in Customers with Newsletters
Searching for Traffic with Search Engine Advertising
Marketing Your Company Offline
Chapter 4: Converting Browsers to Buyers
Giving Customers a Reason to Stay on Your Site
Organizing a Buyer-Friendly Site
Keeping Your Shopping Cart Simple
Avoiding Assumptions about Your Customers
Chapter 5: Analyzing and Monitoring Your Customers
Measuring Traffic against Activity
Jam Packed: Traffic Analysis Software
Collecting the Correct Information
Getting to Know Your Customer Really Well
Using Your Data to Understand Your Business
Chapter 6: Mastering Search Engines, Optimization, and Rankings
Navigating the Ins and Outs of Major Search Engines
Getting Your Web Site Noticed by Search Engines
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