To ensure the success of your e-business, your site must offer visitors more than information on your goods and services. From learning how to capitalize on return traffic to eliminating online security risks, Web Site Analysis and Reporting details the steps that a successful online business must take to improve its online presence and increase traffic.

Major sections of the book include:

Web Site Design

• Analyzing Web Pages for Maximum Effectiveness
• Analyzing Your Site's Structure for Maximum Accessibility

Capitalizing on Return Traffic

• Offering Free or Discounting Items or Information
• Setting up Polls, Contests, and Other Traffic-Generating Avenues
• Using Forms and Scripts to Capture E-Mail Addresses
• Multiplying the Reach of Your Web Site through Affiliate Programs
• Creating Effective Online Communities
• Getting to Know Your Customer

The Web Engineering Process -- Technology to Business to Customer

• Analyzing Your Engineering Process
• Incorporating Internet Ethics
• Proving Your Trustworthiness

Analyzing E-commerce Solutions

• Analyzing the E-commerce Portions of Your Site
• Testing the Effectiveness of Your Shopping Cart
• Offering Various Payment Plans for Your Customers
• Implementing Relationship Commerce
• Getting the Technology, Services, and Software You Need

Creating Engine-Friendly Web Sites

• The Importance of Search Engines to the Success of Your Online BusinessBasic Optimization Strategies
• Analyzing Your Source Code
• Analyzing Your Web Site Design with the Engines in Mind
• Analyzing Technology that Can Be Detrimental to Search Engine Rankings
• Studying Your Competition
• Purchasing Keywords at the Pay Engines
• Engine-Specific Strategies
• Strategies for Working with Directories

How Secure is Your Web Site?

• Analyzing Security Risks Minimizing Risks to Data Integrity and Confidentiality
• Prevention, Detection, and Recovery
• Avoiding the Dangers of Interactive Web Sites

Tracking Traffic to Benefit Your Site

• Using Referrer and Session Logs
• Tracking with Log Files from Onsite Search Engines
• Tracking Online Sales to Determine the Effectiveness of Marketing Campaigns

Appendixes

• Recommended Reading List
• Recommended Web Sites
• Checklists

CD

• Free Trial Versions of Important Software Programs in the Industry, such as Search Engine Optimizer (SEO) and WebPosition Gold
• Appendix Information

Authors' Bio

Robin Nobles is the Director of Training for the Academy of Web Specialists, and she has taught over 1000 students in her online and onsite search engine positioning courses over the past several years. She's written several books on the subject, including Streetwise Maximize Web Site Traffic. Robin also writes monthly articles for Planet Ocean, a leader in the search engine industry, as well as numerous other online and offline publications.

Visit the Academy's Online Web Training site to learn more about search engine training courses and the Academy's Search Engine Optimizer site to learn more about the search engine opimization software.

Contact Robin at RobinN.

Kerri-Leigh Grady is a software engineer, Web designer, and writer living in Longmont, Colorado. She is the author of a PEARL nominated e-novel and several articles on fiction writing. When she's not writing code, Web pages, or technical documentation, she researches computer security issues. Kerri-Leigh is currently writing a course on computer security issues for the Academy of Web Specialists, and she can be reached at kerri-leigh