Website Hacks for Higher Traffic & Bigger Profits - NPC Kolkata 2014 @ NASSCOM

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This document provides tips for improving website traffic, profits, and conversions. It discusses optimizing SEO through meta-tags and linking; improving page speed by image optimization and caching; boosting conversions by clarifying calls-to-action and reducing distractions; and analyzing user behavior with analytics to identify drop-off points. The tips aim to help websites get more traffic, increase engagement through user content and social sharing, and enhance the user experience at every step.

Business

Website Hacks
Get Higher Traffic & Bigger Profits
Arun Agrawal
Ebizindia Consulting Pvt. Ltd.
@ebizindia

SEO Issues
• Meta-tags
• Intra-site linking
• Non-www to www
• Authorship
• One large site or several smaller sites?
2© EbizindiaNPC Kolkata 2014

SEO Resources
• www.webmasterworld.com
• www.moz.com
• www.mattcutts.com/blog/
• Other blogs
3© EbizindiaNPC Kolkata 2014

Anti-hacking Measures
• User data sanitisation
• Security tokens in forms
• Brute force login attempts (Login lockdown)
• Software upgrades
4© EbizindiaNPC Kolkata 2014

Page Speed Issues
• User experience matters the most
• Front Side Optimisation
gzip, caching, file-order
• Host on fast server
• Image size optimisation
Image format
Image resolution
• Content Data Network (CDN)
5© EbizindiaNPC Kolkata 2014

Page Speed Issues
6© EbizindiaNPC Kolkata 2014

Page Speed Issues
7© EbizindiaNPC Kolkata 2014

Page Speed Resources
• www.webpagetest.org
• Google Pagespeed
(https://developers.google.com/speed/pagespeed/)
• Yahoo Yslow (www.yslow.org)
• Tools.pingdom.com
8© EbizindiaNPC Kolkata 2014

Conversion Issues
• Clarity beats persuasion
9© Ebizindia
Credit: www.MarketingExperiments.com
NPC Kolkata 2014

Conversion Issues
• Reduce elements competing for attention
• Clear Call To Action (CTA)
10© EbizindiaNPC Kolkata 2014

Conversion Issues
• Guarantee or money-back offer
• No hidden charges
11© EbizindiaNPC Kolkata 2014

Conversion Issues
• Responsive or separate mobile site debate
12© EbizindiaNPC Kolkata 2014

User Generated Content
• User participation & engagement
• Forums
• Blogs with comments
• Reviews & Testimonials
• Moderation for offensive & off-topic content
• SEO & credibility benefits
13© EbizindiaNPC Kolkata 2014

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
14© EbizindiaNPC Kolkata 2014

Form Optimisation Sample
15© EbizindiaNPC Kolkata 2014

Form Optimisation Resources
• www.MarketingExperiments.com
• www.unbounce.com
• www.moz.com
• http://www.quicksprout.com/2013/01/31/ho
w-to-optimize-contact-forms-for-conversions/
16© EbizindiaNPC Kolkata 2014

Remarketing
• What is remarketing?
• Remarketing lists and inclusions/exclusions
17© EbizindiaNPC Kolkata 2014

Remarketing
Resources
• Google Adwords
• Adroll
18© EbizindiaNPC Kolkata 2014

Open Graph Tags
• Better social sharing
• Facebook uses these
• Title, description and images
19© EbizindiaNPC Kolkata 2014

Twitter Cards
20© EbizindiaNPC Kolkata 2014
Better Sharing on Twitter

Twitter Cards
21© EbizindiaNPC Kolkata 2014
http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-
guide-to-using-twitter-cards/

Video SEO
• Submit to different video sites
• Online Bookmarks
• Pinterest, Facebook, Blogs
• Individual page on your site
22© EbizindiaNPC Kolkata 2014

YouTube Video SEO
• Title
• Description
• Annotations
• Use for previewing your regular video
23© EbizindiaNPC Kolkata 2014

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)
24© EbizindiaNPC Kolkata 2014

Analytics – Bounce rate
25© EbizindiaNPC Kolkata 2014

Analytics- User Technology
26© EbizindiaNPC Kolkata 2014

Analytics - Others
• Traffic sources
• Funnel analysis and drop-off points
• Highest converting pages
• Stay on site time
27© EbizindiaNPC Kolkata 2014

Analytics Resources
• www.google.com/analytics
• www.kissmetrics.com
• www.statcounter.com
28© EbizindiaNPC Kolkata 2014

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
29© EbizindiaNPC Kolkata 2014

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
30© EbizindiaNPC Kolkata 2014

Hidden Gems
• 404 error report
– Identify missing pages
– Identify hack attempts
• Customised 404 error page
31© EbizindiaNPC Kolkata 2014

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
32© EbizindiaNPC Kolkata 2014

Questions?
33© EbizindiaNPC Kolkata 2014

Thank You
www.ebizindia.com
www.facebook.com/ebizindia
@ebizindia
98310-27107
34© EbizindiaNPC Kolkata 2014

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Website Hacks for Higher Traffic & Bigger Profits - NPC Kolkata 2014 @ NASSCOM

1. Website Hacks Get Higher Traffic & Bigger Profits Arun Agrawal Ebizindia Consulting Pvt. Ltd. @ebizindia

2. SEO Issues • Meta-tags • Intra-site linking • Non-www to www • Authorship • One large site or several smaller sites? 2© EbizindiaNPC Kolkata 2014

3. SEO Resources • www.webmasterworld.com • www.moz.com • www.mattcutts.com/blog/ • Other blogs 3© EbizindiaNPC Kolkata 2014

4. Anti-hacking Measures • User data sanitisation • Security tokens in forms • Brute force login attempts (Login lockdown) • Software upgrades 4© EbizindiaNPC Kolkata 2014

5. Page Speed Issues • User experience matters the most • Front Side Optimisation gzip, caching, file-order • Host on fast server • Image size optimisation Image format Image resolution • Content Data Network (CDN) 5© EbizindiaNPC Kolkata 2014

8. Page Speed Resources • www.webpagetest.org • Google Pagespeed (https://developers.google.com/speed/pagespeed/) • Yahoo Yslow (www.yslow.org) • Tools.pingdom.com 8© EbizindiaNPC Kolkata 2014

10. Conversion Issues • Reduce elements competing for attention • Clear Call To Action (CTA) 10© EbizindiaNPC Kolkata 2014

13. User Generated Content • User participation & engagement • Forums • Blogs with comments • Reviews & Testimonials • Moderation for offensive & off-topic content • SEO & credibility benefits 13© EbizindiaNPC Kolkata 2014

14. 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 14© EbizindiaNPC Kolkata 2014

16. Form Optimisation Resources • www.MarketingExperiments.com • www.unbounce.com • www.moz.com • http://www.quicksprout.com/2013/01/31/ho w-to-optimize-contact-forms-for-conversions/ 16© EbizindiaNPC Kolkata 2014

19. Open Graph Tags • Better social sharing • Facebook uses these • Title, description and images 19© EbizindiaNPC Kolkata 2014

21. Twitter Cards 21© EbizindiaNPC Kolkata 2014 http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive- guide-to-using-twitter-cards/

22. Video SEO • Submit to different video sites • Online Bookmarks • Pinterest, Facebook, Blogs • Individual page on your site 22© EbizindiaNPC Kolkata 2014

23. YouTube Video SEO • Title • Description • Annotations • Use for previewing your regular video 23© EbizindiaNPC Kolkata 2014

24. 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) 24© EbizindiaNPC Kolkata 2014

27. Analytics - Others • Traffic sources • Funnel analysis and drop-off points • Highest converting pages • Stay on site time 27© EbizindiaNPC Kolkata 2014

28. Analytics Resources • www.google.com/analytics • www.kissmetrics.com • www.statcounter.com 28© EbizindiaNPC Kolkata 2014

29. 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 29© EbizindiaNPC Kolkata 2014

30. 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 30© EbizindiaNPC Kolkata 2014

31. Hidden Gems • 404 error report – Identify missing pages – Identify hack attempts • Customised 404 error page 31© EbizindiaNPC Kolkata 2014

32. 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 32© EbizindiaNPC Kolkata 2014

Website Hacks for Higher Traffic & Bigger Profits - NPC Kolkata 2014 @ NASSCOM

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