How to build a home page that sells



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Here are tips gleaned from roughly 10 years spent building websites and optimising them for high sales.

The home page content needs to be 'catchy'. You've got approximately 5 seconds to draw visitor's attention to the content of the site. When I enter the site, there has to be an incentive for me to stay.

Your home page should tell the story, preferrably in the headline and first paragraph. The rest of your web page should provide the detail. As I said, you have a matter of seconds to grab your visitor's attention. Do not blow it with a weak opening.

A good home page answers all of the 'W' questions:

- who (is the site for),
- what (do you offer),
- where (your geographic area),
- when (if it is time-related, ie. an event),
- and why (why choose your services),

providing the visitor with useful information about your organization, product, service or event. If you look at your home page and it does not make you want to stay on the site, you need to rewrite and redesign it.

Another letter? 'C' for example... because a home page should be

- catchy (draw attention),
- clean (both in design and code),
- content-rich (no need to explain),
- and convincing (when it comes to make a sale)

How to do it?

The great thing about this day and age is that you can have a website in no time. You can do it yourself or have someone else do it. But you should start with 'How' questions first:

How do I want my business represented?
Professionally, honest, just like everyone elses, etc.

How will it be created?
Will you learn what it takes to create it, will the person you have creating it know what you want them to know, or will you just cross your fingers and hire the neighbors 15 year old.

How will it be marketed?
This depends on the geographic profiling. Whether you want it marketed locally, within your country, or world wide.

How is the market online for my product/service?
Do the research before the site goes live, just remember the internet is always changing and tomorrow may look better for your market.

The further you go, the more questions arise. Answer them well and you will have a great sales tool!



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Some simple suggestions

Well I don't consider myself an expert, I do have experience with working with larger datasets and there are a couple of things that I always do to keep queries performing well.

Optimize Queries with EXPLAIN

Explain is your friend, get to know it well. If you take the time to read thru the Explain documentation on the MySQL site, you will find some valuable information, some of which is hilighted below.

Optimizing joins

Single sweep what?

MySQL resolves all joins using a single-sweep multi-join method. This means that MySQL reads a row from the first table, and then finds a matching row in the second table, the third table, and so on. When all tables are processed, MySQL outputs the selected columns and backtracks through the table list until a table is found for which there are more matching rows. The next row is read from this table and the process continues with the next table.

Why is this important? Imagine a main table - tableA - with 80,000 rows of data. This table has a corresponding n:n table that maps entries in tableA with a locations table. A query could be written as:

SELECT tableA.*, locations.location from tableA 
Left Join tableA2locations on 
tableA2locations.tableA_id = tableA.id
Left Join locations on 
tableA2locations.location_id = locations.id
where locations.location = 'sometown'

Keeping the above quote in mind, MySQL will read a row from the first table and join the corresponding data from the joined tables for that row and then sweep thru the rest of the data, joining as it goes along.

This leads us into the following section.

Number of rows needed to execute a query

You can get a good indication of how good a join is by taking the product of the values in the rows column of the EXPLAIN output. This should tell you roughly how many rows MySQL must examine to execute the query.

From the above, you can determine that for a query on tables that have not been properly indexed, a join can quickly become unwieldy when dealing simply with three tables with records in the thousands (1000*1000*1000 = a slow query). See HackMySQL for a good example of this.

Reducing the number of rows needed to execute a query

So beyond indexing properly for joins, you can still end up with a query that runs in a way that causes a bottleneck.

Taking our example from above, imagine that we use a where clause that limits the tableA selection to half (tableA.foo = 'bar' below):

SELECT tableA.*, locations.location from tableA 
Left Join tableA2locations on 
tableA2locations.tableA_id = tableA.id
Left Join locations on 
tableA2locations.location_id = locations.id
where locations.location = 'sometown' and tableA.foo = 'bar'

This starts us out with 40,000 rows of tableA data to examine. If there are a further 2000 rows from tableA2locations, thats 800,000 rows of data. Not astronomical, but significant. If this was a 3 or 4 table join, things could get ugly. What to do? The answer may be obvious to some: select first with the most limiting table:

SELECT tableA.*, locations.location from locations 
Left Join tableA2locations on 
tableA2locations.location_id = locations.id
Left Join tableA on 
tableA2locations.tableA_id = tableA.id
where locations.location = 'sometown' and tableA.foo = 'bar'

This starts us out with 1 selection from the locations table, then 2000 from tableA2locations. If the join between tableA2locations and tableA is indexed correctly, we are then left with an index join based on ID, rather then having to initially select 40,000 rows from tableA as in the previous example.

When I first started programming, it made sense to me to select from the main table (tableA) and join the lookups. But once you add some data to the mix and start to play with Explain, you quickly realize that selecting from the limiting table can make your server's life a little easier.

For further reading on the topic, I always send people to HackMySQL when they ask, so for more tips and tricks, be sure to have a read thru the optimize section of that site.



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