Promotional Information

Every website has a ‘long neck' - a small set of tasks that are very important to your customers. If these tasks aren't easy and fast to complete, your customers will go elsewhere. In this book, Web content expert Gerry McGovern offers tried and tested tips to make your website the commercial asset it really should be.

Table of Contents

Acknowledgements vi
1. Trading with strangers 1
2. Gut instinct and the information tsunami 14
3. From Long Tail to Dead Zone 20
4. The rise of the Long Neck 26
5. A secret method for understanding your customers 32
6. There are always tasks 45
7. Defi ning tasks at NHS Choices 52
8. Free money: That's what we want 74
9. Organization v. customer thinking 93
10. How the Microsoft Excel Web site dramatically
improved customer satisfaction 101
11. A method for managing search 118
12. Deliver what customers want-not what you want 132
13. Measuring success: Back to basics 143
14. Preparing for task measurement 157
15. Carrying out a task measurement 170
16. Those practical, innovative Swedes 180
17. Fox meets chicken 206
Further Reading 213
Index 215

About the Author

Gerry McGovern is the author of several influential books, including Killer Web Content (A & C Black, 2006). He is a sought-after speaker at international conferences on Web content management and has worked with many leading organisations, such as Microsoft, Hewlett-Packard and Aer Lingus.

Reviews

'Our work with Gerry increased understanding across our team... The result is a significant improvement (+20%) in our customers' ability to find what they need in Pinpoint.'
*Peter Horsman, Global Site Management Lead for Microsoft Pinpoint*

'Gerry's customer-centric approach to website development has helped us reshape and dramatically improve Cisco's Partner Central.'
*Luanne Tierney, Vice President, Worldwide Partner Marketing, Cisco*

'We have used Gerry's real customer-centric approach to improve the ability of our employees to solve frequently performed tasks - in one area more than a 50% improvement was achieved.'
*Gabriel Olsson, e-Communications Director, Tetra Pak*