Wiley 978-0-470-64164-4 Datenblatt

Part IGetting StartedIn This PartChapter 1: What’s Your Game Plan for Success?c01.indd 1c01.indd 1 8/12/2010 1:01:21 PM8/12/2010 1:01:21 PMCOP

10 Part I n Getting StartedTime on Site is usually reported as an average, and it’s the average amount of time, in minutes, that all visitors spend on

Chapter 1 n What’s Your Game Plan for Success? 11Similar challenges for measuring success arise when you look at a report like the New vs. Returnin

12 Part I n Getting StartedYou see, it doesn’t matter how long visitors spend on our sites or how many visitors there are, or how many pages they view

Chapter 1 n What’s Your Game Plan for Success? 13Key Performance Indicators (KPI)OK, if you’re doing this already, then you are at a higher level o

14 Part I n Getting StartedFast, Faster, Fastest!Let’s say that I’ve just launched my brand-new AdWords campaign, targeted to the state of Florida and

Chapter 1 n What’s Your Game Plan for Success? 15on to your Google AdWords account, you can see that your local Products cam-paign received a total

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3CHAPTER 1What’s Your Game Plan for Success?In high school I was in a program called the Junior Reserve Offi cers Training Corps (JROTC). Our senior Ar

4 Part I n Getting Startedyou’re thinking about or are in the middle of your fi rst foray into doing business on the World Wide Web. You’re going to ge

Chapter 1 n What’s Your Game Plan for Success? 5So let’s say that your website passes that fi rst mental checkpoint for the typical visitor. Now, yo

6 Part I n Getting StartedWhat Does Your Website Do?Currently, most sites on the Web don’t do much of anything, except provide the visitor with conten

Chapter 1 n What’s Your Game Plan for Success? 7Figure 1-2: eHarmony’s homepageIf you’re not doing it, there are a dozen other websites out there

8 Part I n Getting Startedfor a decade and your tagline says you’re the best, that doesn’t mean you have a right to the traffi c and transactions that

Chapter 1 n What’s Your Game Plan for Success? 9to measure success. If your site had 30,000 hits a month, you were winning. If your hit counter bel