The online racing simulator
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Becky Rose
S2 licensed
Indeed page load speed is important in terms of Google indexing too, very important in fact. Also in terms of user experience and keeping people on your site.

Earlier this year I finaly found the time - well, forcibly made the time by neglecting other projects - to write a page cache system for my commerce sites and the difference in sales was quite dramatic.

However, you should not deliver a page to Google which is different to what end users see. Google frown on this and they will penalise you heavily for it when spotted.

So if you do shape your forum content then make sure what you are shaping is for not-logged in users and not specifically bots or Googlebot.

In regards forum signatures, the most important text on the page is the first 150 words of article text ( <article> in html5, or <p> in older html ) so they will have a trivial impact.

For instance: If I search my full signature it comes up as the first Google result. The full sig is "If I gave a damn about what you have to say then I would have read your post properly before I replied to it".

If I search only "If I gave a damn about what you have to say then I would have read " then my LFS forum posts are not even on the first page despite the length of the search I used (call a longtail search if anyone cares).

Of course my search result is shaped by my own google history so it may not be 100% reproduceable, that could make me look like a twat if you try it - but the theory is sound and hopefully you'll get the same results
Becky Rose
S2 licensed
Agreed.

Video is a great conversion tool, a good video can do a lot of good in helping a user to convert - but it should not get all of the real estate.

To understand a good homepage layout one has to understand marketing, or at least the rudimentary basics.

The corner stone founding principle starting point beginning is AIDA. Google this, and make every written sales copy you write from now on follow it's principle until someone comes up with something better, which hasn't happened since Adam Smith - but there is more, AIDA alone is just a building block.

Firstly sales is emotional, we connect on a personal level to other people. Usually when I do a commerce site I use pictures of smiling people to make that emotional connection - but that would be out of place on a games site. Here is where a video could work.

It could work if the video features the devs, or at least one of them. But I know Scawen is shy of such things, Eric is so invisible he's practically an enigma, and Vic is more geeky than the cast of The Big Bang Theory.

As much as a dev presenting a video would be the best content, an alternative would be to connect through music. The music in LFS now is too much a matter of taste, for the right sound you need to look to people who've been doing it right for years, Hollywood. You could try this: http://www.premiumbeat.com/roy ... eroic-hollywood-trailer-2

If video is not the answer then you could try connecting on the geek level by showing a picture of a simulator rig with a few speed blur lines as part of the design near it - or something of a similar nature.

Another important element is to keep all language on the page centered on the user and what is in it for them. As Bose rightly says you have only a few seconds to stop them from hitting the back button, and people are not so empathic that they even remotely care about you having only met your web site - so you must talk about them and not you or your product... What is in it for them.

Play our Online Race Simulator - Bad
Enjoy Great Multiplayer Racing - Not so Bad

Words like "You" are infinitely better than "I" or "We".

Another major element is the call to action button, it is the fourth element of AIDA so is typically last on page, it should be a high contrast colour. Page positioning is also important here, the button is ideally placed in the natural eye flow of the page. There is a science behind this, but for quicks Just shut your eyes, look to the logo in the top left and then open them... Now see where your eye goes...

The natural eye flow is usually around 200-500 pixels in, an area called the "hotzone", and runs vertically down the page. Google it for more specifics.

All of this should be above the fold, that is to say, it should be visible on screen without scrolling on a laptop.

The call to action button should be worded as if the customer is talking to you.

"BUY NOW" is the worst call to action button ever imaginable, softer terms like "ADD TO CART" work better - but ideally it should be offer related... Two line call to actions work quite well, eg:

"Get Live for Speed Now
and enjoy great multiplayer racing"

These make for quite a large button, but this is good.

Get customers to checkout in the shortest number of clicks possible. At best pages on your site will have bounce rates up to the region of around 80% - so every page a customer has to go through to check out is 20% of your retirement lost.

Lastly, do not worry too much about any of this! Yep. You can ignore everything if you like, it doesn't matter - what is important is that you make two versions of each of your important pages... And you test them side by side (not one after the other as outside factors can influence the results). Half your visitors should see one page, half the other. In terms of statistics target only new visitors and not repeats...

Then see which one works the best, then produce a variant.

The smallest detail can make the biggest difference. Your main landing page and other pages through to checkout should be constantly under test if you are working on LFS full time (if they aren't then you either aren't taking LFS as a serious business concern, or are being willfully ignorant).

Test everything, measure it, go with the winner and repeat until millionaire.
Becky Rose
S2 licensed
Writing forums is a lot of work. I have several times half heartedly written about half of a forum solution as fun projects - the most interesting being one that was a bit google wavy but I never finished because ultimately it's more effort than it is worth - and there are so many forum packages out there already.

In some ways it is better to give users something they are familiar with, so even if vb isn't doing everything you want the fact that its instantly useable and little effort to maintain is a big win.

The question you have to ask yourself is: Do you want to invest all that time in security and maintenance, or have someone else do it for you but not have everything the way you want it?
Becky Rose
S2 licensed
Quote from Bose321 :Not anymore.

Paying attention during HCI(D) lessons ftw.

As for SEO, it's nice and all, but like Dustin said, some of it will just ruin a website and is nonsense. I honestly doubt SEO is the biggest concern for LFS...

I wish I could afford to employ you, you're in the big money bracket now
Becky Rose
S2 licensed
I agree with Dustin, I just registered as a bounce on that page because I didnt know what the site was about, what was it in for me, or where I should click. It was, by all account, 5 seconds of my life wasted. In fact it was so bad that it wasted those 5 seconds despite me only being on the page for 2. The other 3 seconds where spent pondering any merit at all as to what I had just seen!

But of course my parents toughtme to offer something constructive when I speak, and in that spirit...

I think it is important to understand what the nature of the site is. As this is a news site then the number 1 problem to solve is how to get the news on the site.

LFS already has an active community willing to produce content - the problem is any site that is too far off to the side is not in the attention span of the users - so how about moving it under the forum. This also gives an easy method of inputting news stories - although improved picture and video embedding in that section would be beneficial.

The downside of a forum is that the layout isn't right for a "news" feed, so retheming that forum section would help it to stand out. Perhaps it could be displayed at the top of the main forum index in a different colour.

Consider the merits for a second, news written by the community about the community would have pride of place at the top of the forum index... Making the league competitors into superstars! So for existing users it's kinda cool - but also for new potential customers viewing the page they get to see the positive side of the community before they click in to the other forum sections to read up on the latest flamewar It's win win.

The downside is that forum layout isn't very appealing as a "news" site, but re-theming that section would solve it.

-----

An alternative method and the one that I preffer is keeping news submission forum based but generating a monthly pdf in newspaper visual style once a month with an aggregate of the posts which resulted in the most comments/views. This can be done pretty much automagically with just a few tweeks to get the visual layout right.

This newsletter could be sent via email to the user base to keep them abreast of the latest happenings in the community. The web site would then just be an archive of back issues.

This approach allows you to reconnect to your old users.

Of course the email would need to be opt-in, ala ye olde checkbox for [x] Receive Community News & Events

Keeping in touch with your users is important, it lets your customers know that you love them (see the result of the dev silence for the wrong way to do it :P).
Becky Rose
S2 licensed
This is what CRO is about
CRO Quiz

Proudest professional moment: I am still the only person to ever ace it first time .
Becky Rose
S2 licensed
Quote from dawesdust_12 :It can't be ignored, I think that just having proper, well structured markup and well written content goes a lot further

I think if you take a look at at the list of things I wrote that is exactly what it is about - my view on SEO is that as a marketing tool it is hugely costly to get to #1 for a major term and the traffic from organic searches simply does not convert as well as PPC traffic does for consumer sales. Having said that, following best practice is a good starting point.

BTW That list of points I wrote is tested and measured and although as I mentioned earlier the actual algorythms are not public, those factors I listed are pretty accurate.

Quote :than having silly things like landing pages that are focussed for every search term imaginable.

The point I was making is that every page is a landing page, not multiple variations of the same page - actually that would be bad for Google because of the duplicate content filter in its algorythm. I don't think we are actually disagreeing at all, I think I poorly communicated to you some of my points.

Quote :I also have no idea what CRO is (google turns nothing up.) Based purely on "sometimes I am intelligent", I'd imagine SEM (search engine marketing) is possibly what you mean?

No no no no no, not at all . CRO is Conversion Rate Optimisation - and it starts to get useful when a site reaches about 5-10 thousand uniques a month.

It is my favorite part of my job, actually not technically part of my job (my title is Head of Development) but the part of my job that I make part of my job as often as possible because I enjoy it - is making small tweaks to web page designs / wording / colours etc. that have a measurable positive impact on sales.

I don't make a change and decide that it is better - I test and measure and deliver provable and quantifiable results, and I really enjoy that. The company I work for are big believers in CRO because it is directly measurable and its part of why I love my job. I literally do make business owners rich .

Quote :Also, part of why my mind could be swayed so negatively is the people we've had work for us to do "SEO" have been borderline useless.

SEO is not worth doing until you are trading around half a million pounds a month. If your business is smaller than that then just follow good practice, which I detailed above.

Quote :The URL Rewriting is totally superfluous in Google's mind (It doesn't care if you have /widgets/sweetWidgets/ or index.php?cat=12).

Actually here I have to disagree with you, if done correctly it can make a different - but it is only part of a larger picture.
Becky Rose
S2 licensed
Quote from DANIEL-CRO :question - if domain is the same for all sites, we will just log in to www.lfs.net and then automaticly be loged in into all (forum, world,...)?

Yes that would be a beneficial side effect, although as I understand it there may be a technical limitation on putting all of LFS' sites under one domain as that involves changing the server model away from individual machines to a cluster model - which would probably result in some significant recoding of existing systems.
Becky Rose
S2 licensed
Quote from Victor :I've moved this topic into a new thread, to keep topics separated and easier to find and follow later on.

*shudders at the word SEO in the title*

Just so we all know, I am not an SEO person okie :P

EDIT: HAHA, thanks Vic
Last edited by Becky Rose, .
Becky Rose
S2 licensed
Quote from dawesdust_12 :Becky, I'm sorry but everything you've said has just been typical SEO person garbage-speak.

The stuff i'm talking about is simply the technical bits of page composition, and nothing at all to do with how a site looks, navigates, or it's functional content which I have not yet spoken about - I simply can't impart years of experience in a few short forum posts, I am simply giving some knowledge and making some recommendations to Victor, at this stage, on where to start. ie: Don't begin with design, understand your business model first.

You are free to disagree of course, but you should know that my sites turn over well in to 8 digits a year and have won quite a few industry awards.

EDIT: Also I said right at the start my thoughts on SEO - which aren't entirely positive as I am an advocate of CRO.
Becky Rose
S2 licensed
Hits is the number of individual requests to the web server, so putting an image on a web page would result in an extra hit. Hits is by all accounts a meaningless figure for all but server nerds.

The bounce rate is the percentage of visitors who arrive at a page but then hit the back button. It is your prime metric to understanding whether a page is working for you.

I had an account manager come to me a few weeks ago asking what he should do with a web site that sells promotional pens, it had a custom pen designer off the main navigation and the bounce rate was really high and barely anyone who used it went on to purchase.

Customers taking a different route through the site still got to customise their pens and he wanted the custom pen designer to have the same conversion rate.

My response was simple: Turn it off! Result, third best month in history and 50% growth in sales compared to the month before.

Add the google analytics tracking code to the site and you'll quickly start to get an idea of which pages are turning people away from your site.

In terms of page layout and message I can give you some guidelines to follow here too from tried and tested methods, but I wouldn't want to go as far as producing a design without taking your money .
Becky Rose
S2 licensed
Quote from Bmxtwins :Filing complaints against crack websites would be a good way to get more sales too.

My experience with commercial software is mostly in the utilities market, but when I was doing games back in the day they are great marketing. To the extent that back in the Amiga days I even released my own software on the pirate scene. If people are going to pirate it they will so they may as well have a version without a virus so that I get less technical support queries, and it's free exposure. If I was releasing games now I would probably try and find a way to track that exposure so that I could convert some of the pirates in to customers.
Becky Rose
S2 licensed
Half a million visitors is a good traffic level Victor. I would be interested to know how many of those are first time visitors, and what the homepage bounce rate is.

You aren't going to get a sale from an existing customer as you don't have upsell options (other than high res skins which just about pay for their own bandwidth costs ) - so the figure that matters to you is new visitors. Once you have forum logins on the same site then you should be able to use a rule in analytics which allows you to discard logged in visitors from your reports and that will give you your true sales potential.

You should be able to turn anything up to about 10% of the genuinely new visitors in to a sale or at least a download, although anything over 2% (purchases) is reasonable.
Becky Rose
S2 licensed
If you switch to Google analytics you can also register the conversions where people have paid, and then you can match them to what people searched for.

I am at a loss to remember what features a standard google account has so forgive me if I say anything that is not in a normal account, but you can also do attribution modelling... You could even build in a google ping into every demo connection to the master server and begin to understand the usage patterns of demo racers - nothing privacy invading, more a case of understanding what the crowd is doing so that you can help funnel your prospects into customers.

It really is a very powerful tool now, and it's integration with advertising and organic search together with the commerce aspects make it well worth investing in - given that most of its features are free!

For me the lfs.net/forum route isnt even a question, I would just do that off the bat. However being a geek (not just a marketeer!) I would move anyone clicking an "Add to Cart" button over to another machine or at least another account on the server just for security reasons... Forums and other off the shelf software tend to be a security risk waiting to happen.

The next step is to understand how people are finding you now - or how you want to find them. When you understand what people are looking for, specifically the words in each region/language that they are typing - you match your content to suite.

I throw away the concept of a homepage, instead I think landing page. Every landing page uses language and wording which matches the terms it is designed to be delivered for - or in my case, the advert ( adverts use the same words people typed, and take you through to landing pages which use the same word again ).

In your case, as you dont at this point advertise and would be unlikely at your current stage to benefit from a PPC campaign, you need to understand how Google ranks a page. This algorythm isn't public and it isn't really understood in its entirety by any one person - but testing and measuring has shown me the following order of precedence for the current Google indexer.

1. Domain Name - nobody will ever beat you for the term LFS. But I would probably have called it LFSracegame.com (actually I would have done a more thorough keyword analysis before choosing racegame to see what term was the best and my target to crack).

2. Meta Title
2b. Position of keywords in the meta title, nearer the start is good

3. URL - avoid the use of underscores, Google does not treat them the same as spaces - but hyphens are okay. Again, keywords nearer the start of the URL are better, so with your current position and history on the domain name, if you did want to target the term "race game", then LFS.net/race-game.htm would be the first landing page you would put together.

4. H1 tag - I have a theory that in HTML5 H tags may be equally weighted, but I am yet to test this.

5. Internal site links

6. Page content
6b. Particularly the first 150 words

7. Image alt tags

8. H2 - again, I am not sure with HTML5 if Google orders H tags by appearance on the page or their H number.

9. Image filename

10. Words in Bold / Italic text

11. H3 - again, HTML5 etc etc


Once this is done, then and only then do I think about the layout of the pages themselves... Again there are rules I follow because they work better, even me who is the most averse to following rules person on the face of the planet (seriously, you should see my DISC profile), but that's a subject for after any questions.
Last edited by Becky Rose, .
Becky Rose
S2 licensed
It's more a case of www.lfs.net and www.lfs.net/forum/ being recognised as the same site by Google, but forum.lfs.net and www.lfs.net being regarded as separate sites. Even non www. is seen as a separate site by Google.

SEO is not the big windfall that SEO companies would have you believe, you will easily be #1 for LFS regardless, and you've lucked into #1 for "online racing simulator", but for the term "race game" you aren't on the first two pages. A quick check of what people are searching for shows which I would rather be #1 for (graph attached).

However SEO pales in to insignificance next to the gains from CRO once you have a few thousand visitors a month to your site. I don't know what your monthly traffic is but I see from the search terms people are using to find you that most people who get to LFS have already heard of it (graph attached - but wont be as accurate as your analytics).

I would suggest that putting the forums on the same domain as the website could only serve to improve your google rankings for other terms, especially if you 301 redirect all the urls from lfsforum.net to URLs under lfs.net/forum which will then keep the lovely history Google has for the forums already. This would help to get the traffic to your site up, which you can then start to use CRO to get back out of the bakery and onto LFS full time
website traffic & analytics talk
Becky Rose
S2 licensed
I believe that using subdomains Google see's each site individually which will impact your PR, I have contacts at Google I can get that confirmed if you like but I would suggest using one parent domain so that you SEO ranks better. Busy forums like this have awesome SEO value, it would be a shame to waste it.

The homepage is the primary landing page for new visitors. It has no call to action and the page does not give reasons to a new visitor as to why they might want to download the game.

In fact from a sales and marketing perspective there's an awful lot of opportunities to earn you more money.

And as I have always said my advise is free (only my time costs money) so feel free to call/mail me for advise Victor.
Becky Rose
S2 licensed
Quote from Victor :All racers.
there's a bunch of (mostly) Saudi people who are still on an older demo host version.

Ahh that explains the black pixels, they're racers hitting red and white barriers!

On a more serious note, it is genuinely nice to hear of something new - even if not in the game itself. Things like this go a long way to showing that the devs aren't sitting on the beach counting the money. Or in your case, eating bread rolls.

It was a shame you missed this years get together too Victor, it really was excellent .
Becky Rose
S2 licensed
I appear not to have won any medals. I am going to pretend this game never existed. I don't like sucking this badly.

After 30 minutes.... 2 metres.
Becky Rose
S2 licensed
Quote from k-meleon :Why use firefox for web development? Chrome/Safari's Web Inspector is infinitely better than Firefox's extension dev tools. I've used the Safari ones for years and find them significantly better, easier to find details about elements. Easier to debug script. Just so much time saved.

Because firebug.

Yes there is a Crome version, but the Crome version is a bit so-what.

Crome tools are okay, but once you know firebug I side out and couple it with web toolbar the organisation of the debug info isinfinitely better as you put it, available in less clicks or the same number, with better use of screen real estate for each report.

I know a minority of devs do you crome nowadays, each to their own. Its like IDE's - use what you like as long as your tabs are set to the same number of spaces.
Becky Rose
S2 licensed
As a web dev Firefox is my main browser, but I would never make the mistake of calling it fast. Firefox has the best plugins for developers.

Use of Opera is a bit too hippy nowadays, you got to be real weird to use it. My site stats for Opera are so low nowadays that I stopped testing with it 2 years ago.

I know a lot of people use IE, these are the people holding up the human race. I can't blame Microsoft for how bad it is, they have a business model and it clearly works for them - but the people who use IE will be the first against the wall when the revolution comes. I shall see to that personally.
Becky Rose
S2 licensed
Next time I'm in Rotterdam I'm going into Vic's bakery and commissioning another LFS cake.

If I get it ordered now it should arrive for the 15th anniversary.
Becky Rose
S2 licensed
Quote from cargame.nl :You guys sure missed a whole lot of partying.

Well there's one at my house on Saturday, so it sounds like you just missed the best party of all :P
Becky Rose
S2 licensed
Quote from The Very End :Oh shut up you

But like, every facial expression you have is like a championship gurning contest....
Becky Rose
S2 licensed
Quote from The Very End :Tell me about it, got tag'd in like one trillion pictures :scared:

You're so photogenic :P
Becky Rose
S2 licensed
thanks Jason

Ironically I just got internet an hour or so ago and got them onto facebook .
FGED GREDG RDFGDR GSFDG