From bfc3313bd5a166aadfcb5a05d05903f114ddc4f7 Mon Sep 17 00:00:00 2001 From: =?UTF-8?q?Fr=C3=A9d=C3=A9ric=20Gilson?= Date: Mon, 12 Sep 2016 16:41:37 +0200 Subject: [IMP] website,website_sale,crm: improve planner content --- addons/website/data/web_planner_data.xml | 475 ++++++++++++------------------- 1 file changed, 184 insertions(+), 291 deletions(-) (limited to 'addons/website/data/web_planner_data.xml') diff --git a/addons/website/data/web_planner_data.xml b/addons/website/data/web_planner_data.xml index 7676f7ca4ae..a76bca8337b 100644 --- a/addons/website/data/web_planner_data.xml +++ b/addons/website/data/web_planner_data.xml @@ -12,7 +12,7 @@ Whether you're a beginner or a pro, we have everything you need to plan, create, publish and grow your site, blog or online store.

- This Planner will help you to think about your website and provide tips and ideas to inspire you. There are examples and explanations to guide you through the process of creating a top-notch, high quality site that meets all your needs.

+ This Planner will help you think about your website and provide tips and ideas to inspire you. There are examp;les and explanations to guide you through the process of creating a top-notch, high quality website that meets all your needs.

The whole process may take a few hours, some discussions with your colleagues and several cups of coffee to go through. But don't worry, you can return to this tool at any time.

@@ -32,7 +32,7 @@ Your Objectives

- Being clear on why you're creating your site and your goals is an essential first step to ensure your content and structure meet business objectives. + Being clear on why you're creating your site is an essential first step to ensure your content and structure meet business objectives.

    @@ -43,7 +43,7 @@
    -
    Examples
    +
    Examp;les
    • Attract new leads
    • Sell more online
      • @@ -71,7 +71,7 @@
      -
      Examples
      +
      Examp;les
      • Check your references before deciding to work with you
      • See and buy your products
        • @@ -93,7 +93,7 @@ It's often much easier not to start with a blank page. Take a look at your competitors and similar companies around the world. They probably have the same objectives and visitors that you do. How did they transform that into a website?
        - Try to find 3 websites that have remarkable characteristics: + Try to find 3 websites that have remarkable characteristics.

          @@ -134,7 +134,7 @@ @@ -144,7 +144,7 @@ Theme Selection -

          The theme you choose sets the tone for the overall look and feel of your site design.

          +

          The theme you choose sets the tone for the overall look and feel of your site design: building blocks, color palettes, pre-loaded images.

          @@ -152,12 +152,14 @@ 1. Choose your theme
          -

          Your theme selection will define:

          -
        • The building blocks
          • -
        • The colors palettes
          • -
        • The pre-loaded images
          • -

          It's difficult to change your theme after creating your website, so take the time to look at all the themes, and be sure that you're happy with your choice!

          - View our themes selection +
        • Online users: when installing Website
          • +

          + View our Odoo Online themes (free!) +

          +
        • Community & Enterprise users:
          • +

          View downloadable themes +

          +

          It's not recommended to change your theme after creating your website. So take the time to check their preview behorehand.

          @@ -180,20 +182,13 @@
        -
        -
        - Contact us for a custom-made theme: -

        We can create a customized theme for you with your company colors, logo and images from your library.

        -
        -
        -
        +
        - Contact us now:
        - Website Live Chat on
        - Email Our Website Expert + For a custom-made theme: Contact Our Website Experts +

        We can create a customized theme for you with your company colors, logo and images from your library.

        @@ -203,56 +198,56 @@ Install Apps

        Before starting to work on your website, make sure you have all the right applications installed. - It will be much easier for you to organize and create your content if you have all the options activated from the start. + It will be much easier for you to organize and create your content if you have all the options activated from the beginning.

        - Activate now the optional modules you'll need: + Activate now the apps you need:

        -

        e-Commerce

        +

        eCommerce

        Boost your online sales with sleek product pages.

        - + Install now
        -
        - -

        Community builder

        -

        Build and engage with communities with forums, Q&A, mailing lists.

        - - Install now -
        -

        Blogs

        Attract more leads with a winning content marketing strategy.

        - + Install now
        - -
        -

        Contact form

        -

        Integrate a contact form that automatically creates leads.

        - +

        Contact Form

        +

        Integrate a contact form that automatically creates leads in your CRM app.

        +         Install now
        + + + +
        + +

        Community Builder

        +

        Build and engage with communities with forums, Q&;A, mailing lists.

        + + Install now +
        +

        Jobs

        Organize your job board and promote your job announces easily.

        - + Install now
        @@ -263,7 +258,7 @@ Your Homepage

        - Your homepage is the most important page of your website. This is where visitors get their first impressions of you. An excellent homepage will encourage them to stay on your site, guide them towards your content, reinforce your company's branding and more.
        + Your homepage is the most important page of your website. This is where visitors get their first impressions of you. An efficient homepage will prompt them to stay on your site, guide them towards your content, strengthen your company's branding and more.
        Here are some pointers to help you get started.

        Example of Good Homepage

        @@ -277,22 +272,22 @@

        Find a catchy headline
        - Make sure anyone who visits your site understands what it’s about without having to do a lot of reading.
        - To do that, the visible section of your homepage (above the fold) needs to be simple and straightforward. For example, use pictures of your work, screenshots of your app, a short and catchy hook. + Make sure anyone who visits your site understands what it’s about without too much reading.
        + To do that, the visible section of your homepage (above the fold) needs to be simple and straightforward. For examp;le, use pictures of your work, screenshots of your app, a short and catchy hook.

        The Banner or Big Picture building blocks are good choices for that.

        -

        Encourage to action
        - Add one, and only one, call-to-action on your homepage. Your homepage is +

        Call-to-action
        + Add one, and only one, call-to-action to your homepage. Your homepage is the page that gets the most visitors.
        It's good practice to try to engage with your visitors on the homepage: Contact Us, Subscribe to Get More Information, Check the Catalog, etc.

        - Use the Newsletter subscription (from mass mailing application) or the Big button building block for that. + Use the Button block or the Newsletter subscription one (if Mass Mailing installed).

        @@ -301,11 +296,11 @@

        Add features and content
        You can put more content in the intermediate section of your homepage (one or two scrolls down from the visible section), but try to keep your - paragraphs easy to read and avoid 'walls of text'. + paragraphs easy to read and avoid walls of text.

        - For example, use photos to help break up large areas of text by altering - Text-Image and Image-Text blocks. Or if you prefer to use icons, use the Features or Feature Grid blocks. + For examp;le, use pictures to help break up large areas of text by altering + Text-Image and Image-Text blocks. If you prefer icons, use the Features or Feature Grid blocks.

        @@ -317,7 +312,7 @@ photos of your products in actions, twitter quotes, etc.

        - You have a lot of choices for that: the References, Quotes Slider, Twitter Scroller,... + You have many blocks available: References, Quotes Slider, Twitter Scroller,etc.

        @@ -326,35 +321,29 @@ Your Main Menu

        - Creating your main menu is an important and difficult stage in building your website.
        - It needs to be organized, so that your visitors can see all the main content you offer at a glance.
        - It needs to be clear, so that when they click on an item, they get the content they expected.
        - In fact, you need to build your navigation menu for your visitors and not for your own purposes or objectives. + Your menu must be built for your visitors and not for your own purposes or objectives.
        + It needs to be organized, so that they see all the main content at a glance.
        + It needs to be clear, so that they get the content they expect when clicking an item. +

        -

        Example of Good Menu

        -

        With that in mind, try to define the structure of your main menu:

        • -
          1. Your main menu items and 2. Your secondary menu items (optional):
          +
          1. Your main menu items and 2. Your secondary menu items
        • #1 @@ -417,20 +406,10 @@ Your Footer

          - A footer, as its name implies, is located at the very bottom of your website. - Because of that, your visitors won't see it immediately so it's very useful for linking - pages you don't want in your main menu e.g. social media, terms and conditions, privacy - terms, etc. + Your visitors won't see the footer immediately. Use it for links you don't want in your main menu (e.g. social media, terms and conditions, privacy + terms, etc.).

          - -

          Example of Good Footer

          +

          Examp;le of Good Footer

          @@ -438,7 +417,7 @@
          • -
            3. Your footer titles and 4. Your footer links:
            +
            3. Your footer titles and 4. Your footer links
          • #1
            @@ -504,16 +483,15 @@ Your Domain Name

            - You can set Odoo on a custom domain name (e.g. yourcompany.com) for both the website - and your emails. Because your website address is as important to your branding as the - name of your business or organization, you’ll want to put some thought into changing it - for a proper domain, or change it to one you already own. + You can set a custom domain name (e.g. yourcompany.com) for both the website + and your emails. Your website address is as important to your branding as the + name of your business or organization, so put some thought into changing it + for a proper domain.

            - How to get a custom domain name ?
            -
          • Find a good domain name (see tips on the right)
            • + How to get a custom domain name?
          • Check its availability or see who currently owns it
          • Contact a Domain Manager in your country to buy it
          @@ -531,15 +509,14 @@
      - You have your domain name ?
      -
    • Then simply Contact us and we'll configure your website and/or email for you.
      • -
    • Please note that you'll need an Odoo Standard or Business subscriptions for that
      • + You own your domain name?
      +
    • Online users: Apply it to your website from your database admin page (see guidelines)
      • +
    • Community & Enterprise users: apply a redirection from your Domain Manager platform
      • Ready For Launch!

      - Launching your website is an important step.
      Here is a checklist of actions to help you launch a new website efficiently:

      @@ -549,27 +526,24 @@

      Initial Teaser
      Before launching to the masses, it's good practice to tease around 100 of your contacts. Start with your friends, colleagues and family. Whether or - not they're interested in your area of business, they will be ready to help - you with feedback if you engage in a personal discussion with them. + not they're interested in your business, they will provide you with some precious feedback.

      - Explain to them why you launched your new website and ask them for their - views on it. Avoid using a mass survey, it's a lot more efficient to have - personal discussions with everyone. If you efficiently engage them in the - reviewing process, they will even help you promote your website when it's - ready for the big launch. + Avoid using a mass survey, it's way more efficient to have + personal discussions with everyone. If you engage with them in the + reviewing process, they will even help you promote your website.

      - To get an external assessment of your website, you can also submit it to - peek.usertesting.com for a free evaluation of the usability of your homepage. + To get an external assessment of your website, you can also submit it to + peek.usertesting.com for a free evaluation of the usability of your homepage.

      The big launch

    • Send an email to all your contacts
      • -
    • Announce it on social media (and update your profiles): Twitter,Facebook, LinkedIn, Youtube, etc.
      • -
    • Update your internal documents: footer of sales order, contracts,invoices, business cards, etc.
      • +
    • Announce it on social media: Twitter, Facebook, LinkedIn, Youtube, etc.
      • +
    • Update your internal documents: footer of sales order, contracts, invoices, business cards, etc.

      • @@ -589,61 +563,31 @@ Promote -

      Once you’ve launched your website, it’s time to grow your traffic.

      +

      It’s time to grow your traffic!

      - You can do this by optimizing your referencing by search engines like Google: it's - called SEO. This is the process of increasing the visibility of a website or a web - page in a search engine's natural and unpaid ("organic") search results. In general, - the earlier (or higher ranked on the search results page), and more frequently a site - appears in the search results list, the more visitors it will receive from the search - engine. -

      -

      - You can also place online advertisements on web pages that show results from search - engine queries: this is called SEA. + One way is by optimizing your indexing on search engines like Google naturally. The earliest you show up in the search, the more visitors you get. This strategy called SEO involves several actions.

      -

      Optimize your content
      - Writing content that includes frequently searched-for keywords and phrases - tends to increase traffic to your website. -

      -

      - With Odoo, you can automatically check which keywords are ranked best for a - specific query, then add them in the content of your page. -

      -

      - To do that, simply use the Promote menu on each page of your website. -

      -
      -
      -
      -
      -
      -

      Add relevant keywords
      - Adding relevant keywords to a web page's meta data, including the title tag - and meta description, will tend to improve the relevancy of a site's search - listings, also increasing your traffic. -

      -

      - For example, you'll want your company name, your country/city and a few - words describing your business in your homepage title so that potential - customers near your location will find your website easily. - WIth Odoo, this can be done easily by using the Promote menu. +

      Use relevant keywords
      + Adding relevant and popular keywords (e.g. business name, location) tends to improve your ranking in search engines and consequently increases your traffic. Do it: +

    • through the content of your pages;
      • +
    • in their SEO metadata, including tags, title and description.

      • +

      Reference your images...
      If you are an artist or a photographer, you can potentially bring in a lot - of visitors by referencing your images so they are displayed in image - search engines, like Google Images. To do that, simply add an 'Alt text' - containing descriptions and keywords for relevant pictures. + of visitors by referencing your images so they are displayed in image + search engines, like Google Images. + To do that, add keywords in picture's description.

      @@ -661,10 +605,7 @@

      Start a blog
      - Google loves websites which are updated often or ones where new content is - added regularly. This is why starting a blog is an excellent way of - improving your search ranking. If you have the time and dedication to write - good articles, check out our blog application to get started. + Search engines loves websites that get new content regularly. An excellent way is publishing blog posts. If you have the time and dedication to write good articles, check out our Blog application to get started.

      @@ -672,11 +613,11 @@

      Be linked by trusted websites
      - The more sites that link to your own site, the more Google trusts your site - to be worthwhile: -

    • Configure all your social media (Twitter, Facebook, LinkedIn) so that the address of your website appears on them.
      • -
    • Alternatively, you can write a good article about your business and publish it on an article database websites (ex: squidoo.com) or send it to a press website and your local newspapers.
      • -
    • Also, don't hesitate to post on other people blogs, forums, websites, but don't go overboard and post everywhere without considering whether it's a good place for you to be.
      • + The more websites that link to your website, the more Google trusts it to be worthwhile. Here are some tips: +
    • Publish the link of your website through your social media channels (Twitter, Facebook, LinkedIn).
      • +
    • Post content on other people blogs, forums, websites, that are related to your environment.
      • +
    • Write a good article about your business and publish it on article database websites (e.g. squidoo.com). Send it to press websites and to your local newspapers.
      • +

    @@ -684,106 +625,79 @@

    Use Google Webmaster
    - This tool will help you understand your search traffic and learn how users - are finding your site and make optimizations to help Google better - understand and represent your site. - http://www.google.com/webmasters/tools/ + Google Webmaster will help you: +

  • understand your search traffic,
    • +
  • learn how people find your website,
    • +
  • make optimizations for Google referencing.

+

+ You can also pay for a sponsored indexing and place advertisements on web pages that show results from search + engine queries. This is called SEA. +

-

Advertise to get the first visitors
- If you have a small budget to allocate to advertising (around $100), you - should start a Google Adwords campaign. -

-

- Start by looking how often people search phrases related to your business, - how competitive the keywords are in AdWords, and how much it’ll cost to - advertise on each keyword. All of this information will help you determine - which keywords you want to use in your first campaign. Use Google Adwords to do that (make sure the Advanced Options are set to your country and - language). +

Advertise
+ If you have a small budget to advertise your website (around $100), you + should start a Google Adwords campaign.

- There are three questions you should ask before deciding whether or not to advertise on a particular keyword: -

  • Is the keyword searched for in Google? If there is no search volume, - then that tells you no one is typing that phrase into Google. There is no - point in advertising on keywords no one is searching for.
    • -
  • Is the person searching with this keyword likely to buy my product or - service? Or is the person more likely to be just carrying out research - with no intention of making a purchase? In other words, what is the - intent of the keyword? When starting out, you’ll want to advertise on - what we call “buying intent” keywords - that is, ones where the person - is clearly looking to buy.
    • -
  • Can I afford to advertise on the keyword?
    • - If you answer yes to these 3 questions, then go ahead and position your website on these keywords. + Advertise a keyword if you answer YES to the three following questions: +
  • Is the keyword popular in Google?
    • +
  • Is the person searching for it likely to buy my product or + service? When starting out, you want to advertise on + “buying intent” keywords (i.e. when people are clearly looking to buy).
    • +
  • Can I afford for advertising on the keyword?
    • +
    + Make sure the Advanced Options are set to your country and language. +

    - +     A/B Testing

    - A/B testing is the process of testing two versions of a page to see which one performs - better in reaching your business objectives. For example, imagine you have an existing - page (A) where you ask your customers to subscribe to your mailing list. - You create a variation (B) of this page with a slightly different subscription message. - Then your randomly display this page to half the visitors of your website, and after a - while, you analyze the subscription statistics and see that page B performs 10% better - than page A. Of course, you now decide to make B your new current page! + A/B testing is the process of testing two versions of a page to see which one performs better in reaching your business objectives.

    - Note: To use those features, you need to install the Website Versioning.

    Here is a basic guide for your first A/B testing:

    1. Define what to test
    - Your choice of what to test will obviously depend on your goals, but should - always be linked to one of your business objectives (don't spend energy - improving something that brings you no ROI). Then, find the best page to - test and the variation you think will bring the best results.Here are a - few examples of good testing variables: + The main goal is increasing your ROI. Figure out the best page(s) to + test. Here are a few examples of good testing variables:

    -
  • The call to action’s (i.e. the button’s) wording, size, color and placement,
    • +
  • Call-to-action’s (i.e. button’s) wording, size, color and placement,
  • Headline or product description,
  • Form’s length and types of fields,
  • Product pricing and promotional offers,
  • Images on landing and product pages,
  • Amount of text on the page (short vs. long).
    • +

    2. Create the page variation
    - Once you're clear on the measurable objective, the page and the variable - you want to test, duplicate the page in Odoo using the 'Versions' - menu and apply the modification you decided.

    -

    3. Configure a Google Analytics account
    +

    3. Configure a Google Analytics account
    This is necessary in order to record the statistics of your test.

    -
      -
    • Before starting, create a Google Analytics account if you don't have one yet.
      • -
    • Then, go to Google's developer console and connect with the Google account you created
      • -
    • Create a new project (this may take some time)
      • -
    • In the left-side menu of the project, go to APIs and auth > APIs and activate Analytics API by clicking on the Off button.
      • -
    • Still in the left-side menu, go to APIs and auth > Credentials and click on 'Create New Client ID'
      • -
    • In the pop-up window, simply enter your domain name in the first textbox (the second will complete automatically)
      • -
    • Then, copy the Client ID and Client Secret codes and paste them in Odoo's Google Analytics settings
      • -
    @@ -792,7 +706,7 @@

    4. Create your campaign in Google Analytics
    Simply follow the wizard by creating a new experiment in the Behavior > Experiments menu of Google Analytics. - To learn more, take a look at their online help. + To learn more, take a look at their online help.

    @@ -804,68 +718,40 @@ - Know how long to run a test before giving up.
    - Giving up too early can cost you because you may have gotten meaningful - results had you waited a little longer. Giving up too late isn’t good either, - because poorly performing variations could cost you conversions and sales. - Don't test versions at different time periods.
    If you - test one version one week and the second the next, your results won't be - accurate, or worse, wrong! - - - Do many A/B tests.
    - Chances are, your first A/B test will turn out a lemon. But don’t despair. An A/B test can have only three outcomes: no result, a negative result or a - positive result. The key to optimizing conversion rates is to do a ton of A/B - tests, so that all positive results add up to a huge boost to your sales and - achieved goals. - Don’t conclude too early.
    - Wait for your test results to be significant. Take a look at the statistical - confidence in Google Analytics, it should be at least 95%. + Know how long to run a test before giving up
    + Don't give up too early! Wait for your test results to be significant. Take a look at the statistical + confidence in Google Analytics; It should be at least 95%.
    + Don't give up too late neither because poorly performing variations could cost you revenues. + Don't test versions at different time periods
    If you + test one version one week and the second the next one, your results won't be + accurate, or worse, wrong! - - Don’t surprise regular visitors.
    + Do many A/B tests
    + Don't despair if your first A/B test turns out to be a lemon. The key in optimizing conversion rates is to do a ton of A/B in order to put together all the most effective configurations. + Don’t surprise regular visitors
    If you are testing a core part of your website, include only new visitors in the test. You want to avoid shocking regular visitors, especially because the variations may not ultimately be implemented. + + Test only one variable
    Try only one variable at a time, otherwise you won't be able to clearly interpret the results of your modifications. + + - -