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Increase Web Site Profit Margins Web Design for ROI: Turning Browsers into Buyers and Prospects Into Leads, from New Riders ROSEVILLE, CA - November 15, 2007 — New Riders, Peachpit’s Web design imprint, today announced the release of Web Design for ROI: Turning Browsers into Buyers and Prospects into Leads, a new title demonstrating how small, simple design changes to a Web site can significantly increase profit margins: Organizations must treat their web sites as investments to reap the benefits of financial return and competitive advantage. Co-authors Lance Loveday and Sandra Niehaus, veteran Web experts who have helped companies such as Hewlett-Packard and WebEx transform their online presence, show how designing sites with ROI (Return on Investment) in mind isn’t rocket science; it’s a simple matter of following proven practices to increase the bottom line. “It costs the same—in terms of time and money—to design a bad site as it does to create a great site. But the net effect on profit can make or break your business,” says Loveday. Many organizations concentrate on getting visitors to their site without thinking about what happens after people arrive. Co-author Niehaus points out, “What good is having thousands—or millions—of visitors if no one is buying anything, contacting you, or taking actions you want them to take? Better to build a great site that ensures results first, and then worry about how to drive traffic to it.” From the book: Five tips for a successful Web presence 1. Treat your website like a business: Successful businesses have a Web site strategy. They spend time and effort on business plans, and need to expend the same energy on Web site plans—then, marry the two. Smart companies bring designers, engineers, and marketers together to create Web sites that encourage visitors to act. 2. Know what you want: Determine what you’re trying to accomplish with your site and be specific. Do you want to increase sales, generate leads, foster loyalty? 3. Design for your audience, not yourself: Understand who your target audience is and what makes them tick. Why are they coming to your site? What are they expecting to find? How can you make your site easier for them to navigate and use? 4. Measure the right metrics: Site traffic and number of “hits” don’t tell you enough; the right metrics combine business metrics, site metrics and user feedback. 5. Test, Learn, Repeat: In this 24/7 world, your web site is never “done.” Set aside time and regularly review your site, perform user tests, and check out your competition. Use that knowledge to further enhance your site to ensure it delivers exactly what you want. Web Design for ROI challenges organizations to look at their Web sites in a new light. “It’s time to make Web sites accountable,” says Loveday. “Design with ROI in mind and tip the scales in favor of increased financial return and greater competitive advantage.” About the Authors Lance Loveday and Sandra Niehaus have over 22 years combined experience working in the Web space. This book articulates their expertise in a clear, simple way, using examples from a wide variety of sites. Lance is the founder of Closed Loop Marketing, where Sandra joined forces with him in 2004. About Closed Loop Marketing Closed Loop Marketing is an online marketing agency helping organizations maximize the return on their Web investments, The company’s name is derived from its focus on the entire ‘closed loop’ of an effective online marketing campaign, from initial strategy development, to execution, to ROI analysis. Founded by Lance Loveday, Closed Loop Marketing’s innovation has earned high praise from companies such as Hewlett-Packard, Quicken Loans, Salesforce.com and WebEx.
About Peachpit
Berkeley-based Peachpit has been publishing the industry's best-selling books on the latest in graphic design, desktop publishing, multimedia, Web design and development, digital video and general Macintosh computing since 1986. Its award-winning books feature step-by-step explanations, time-saving techniques, savvy insider tips, and expert advice for computer users of all sorts. It is the home of the internationally recognized Visual QuickStart Guide series, the design imprint New Riders and its highly popular Voices That Matter series, and is the publishing partner for More about Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads” To receive a review copy, contact Laura Pexton, 510-558-4166 or press@peachpit.com.
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