Książki

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.

Stranger's Long Neck

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