by Bill Zoellick (Author)
The heart of e-Commerce success is engaging customers for the long-term -- but that's easier said than done. Web Engagement shows how, addressing all the key issues decision-makers need to understand, from log file analysis to privacy concerns, cookies to third-party tools. Leading web consultant Bill Zoellick begins with a case study that introduces the key problems facing thousands of businesses that are currently not achieving their goals on the Internet. Next, Zoellick demonstrates how to analyze current traffic to identify problems in site's structure, usability, and message -- and how to fix them. Discover which questions to ask, what can (and cannot easily) be measured, and how to use techniques such as cookies and user registration more effectively. Learn to track the success of promotions; identify the most valuable referral sites; and more. Along the way, Zoellick offers hands-on practical solutions for every type and size of site, including pure e-Commerce sites; advertising-driven sites; and bricks-and-mortar firms with supporting Web sites.
Format: Paperback
Pages: 224
Edition: 1
Publisher: Addison Wesley The heart of e-Commerce success is engaging customers for the long-term -- but that's easier said than done. Web Engagement shows how, addressing all the key issues decision-makers need to understand, from log file analysis to privacy concerns, cookies to third-party tools. Leading web consultant Bill Zoellick begins with a case study that introduces the key problems facing thousands of businesses that are currently not achieving their goals on the Internet. Next, Zoellick demonstrates how to analyze current traffic to identify problems in site's structure, usability, and message -- and how to fix them. Discover which questions to ask, what can (and cannot easily) be measured, and how to use techniques such as cookies and user registration more effectively. Learn to track the success of promotions; identify the most valuable referral sites; and more. Along the way, Zoellick offers hands-on practical solutions for every type and size of site, including pure e-Commerce sites; advertising-driven sites; and bricks-and-mortar firms with supporting Web sites.
Published: 30 May 2000
ISBN 10: 020165766X
ISBN 13: 9780201657661
Book Overview:
Bill Zoellick is currently a partner in and founder of Fastwater LLP, a consultancy focusing on helping companies build effective web businesses. He frequently writes about the issues addressed in Web Engagement and speaks on them at user conferences such as Seybold and Internet World and at various user associations and seminars. He has been a software developer, business owner, executive in a $100 million software company, and, most recently, a management consultant and business analyst.
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