Professional Web Design: Techniques and Templates, Fourth Edition

Contents
xiii
Use to Tags ....................................475
Use Bold and Italics Tags ....................................476
Include Keywords in ‘‘alt’’ and ‘‘title’’ Properties in Images . ......477
Use Keywords in Naming Directories, Files, and Images ..........477
Link Keywords .............................................479
Building a Strong Page Rank Value with Google ................480
Adding Sitemaps to Site. ....................................481
Case Studies ................................................. 482
Case Study 1—A5design.com ................................483
Optimization Changes Made to Site ..........................483
Optimized Code ...........................................484
Optimization Results .......................................490
Case Study 2—Onepartart.com. . . ............................491
Optimization Changes Made to Site ..........................492
Optimized Code ...........................................492
Optimization Results .......................................500
Case Study 3—Apricotpetal.com. . ............................502
Optimization Changes Made to Site ..........................503
Optimized Code ...........................................503
Optimization Results .......................................505
Summary ................................................... 505
Chapter 18 Conversion Rate Optimization (CRO) ...................507
What Are the Variables Associated with CRO? .................... 507
Functionality ..............................................509
Layout. . ..................................................512
Imagery ..................................................515
Color . . . ..................................................518
Content ..................................................519
Testing ..................................................... 521
Case Studies ................................................. 524
A/B Test 1—Onepartart.com .................................524
A/B Test 2—apricotpetal.com ................................528
Multivariate Test—medcomgroup.com ........................528
Summary ................................................... 532
Chapter 19 Customizing the Designs Included in This Book ..........535
Steps to Customizing a Template ............................... 535
Step 1: Open the Main Photoshop File ........................536