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

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

NPC Kolkata 2014

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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)

NPC Kolkata 2014

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Page Speed Issues

NPC Kolkata 2014

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Page Speed Issues

NPC Kolkata 2014

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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

NPC Kolkata 2014

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Conversion Issues

• Reduce elements competing for attention• Clear Call To Action (CTA)

NPC Kolkata 2014

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Conversion Issues

• Guarantee or money-back offer• No hidden charges

NPC Kolkata 2014

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Conversion Issues

• Responsive or separate mobile site debate

NPC Kolkata 2014

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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

NPC Kolkata 2014

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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

NPC Kolkata 2014

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Form Optimisation Sample

NPC Kolkata 2014

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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/

NPC Kolkata 2014

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Remarketing

• What is remarketing?• Remarketing lists and inclusions/exclusions

NPC Kolkata 2014

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Remarketing

Resources• Google Adwords• Adroll

NPC Kolkata 2014

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Open Graph Tags

• Better social sharing• Facebook uses these• Title, description and images

NPC Kolkata 2014

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Twitter Cards

NPC Kolkata 2014

Better Sharing on Twitter

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Twitter Cards

NPC Kolkata 2014

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

NPC Kolkata 2014

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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)

NPC Kolkata 2014

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Analytics - Others

• Traffic sources• Funnel analysis and drop-off points• Highest converting pages• Stay on site time

NPC Kolkata 2014

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Analytics Resources

• www.google.com/analytics• www.kissmetrics.com• www.statcounter.com

NPC Kolkata 2014

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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

NPC Kolkata 2014

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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

NPC Kolkata 2014

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Hidden Gems

• 404 error report– Identify missing pages– Identify hack attempts

• Customised 404 error page

NPC Kolkata 2014

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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

NPC Kolkata 2014

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

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