Project83 Weblog

Installing Google Analytics on a Mobile Website

Thu, 12 Nov 2009 01:20:16 -0500

A few weeks ago, the Google Analytics team released some fantastic updates to their software. Of particular interest to me was enhanced mobile tracking and reporting capabilities.

The first thing to understand about mobile website reporting is that it works differently than regular websites. Many mobile browsers do not yet support javascript, the language that platforms like Analytics depend on to track website stats. Instead of the browser doing the work, mobile tracking leans on some server-side code to track visitors properly.

Don't be intimidated by all the geek-speak though. It's not rocket science to implement analytics on your mobile site. If you've got five minutes, know how to use FTP and don't mind copy/pasting some code, you can do this!

1. Add a new profile

From your Google Analytics account, add your mobile site as a new domain.

2. Get advanced tracking code

Once your site is added, Analytics will give you a Web Property ID like normal. Keep this around for future reference. In the example below, the Property ID is highlighted.

Click on the "Advanced" tab under the instructions heading. Then click on the radio button to select "A site built for a mobile phone". Finally, select the server-side language. I will be using PHP for this example.

3. Insert the snippets

There are two snippets of code that you must copy/paste onto each page of your mobile website. One goes at the top of each page, right after the <html> tag. The other goes at the bottom of each page, prior to the </body> tag.

Note that the third line of the top snippet includes your Web Property ID. This varies for each domain, so be sure to change it if you ever re-use this code.

4. Upload the file

Lastly, you have to download this file called "ga.php" and upload it to the root directory your domain. This means if your domain is m.yourdomain.com, this file needs to be at m.yourdomain.com/ga.php.

5. Test and Celebrate!

Give it a few minutes and refresh the tracking status in Google Analytics. Assuming you followed the directions, you should be in great shape.

Known Limitations

Lastly, it's important to familiarize yourself with the currently known issues, published by Google in the sample code instructions:

Multiple instances- you can't run multiple copies of the script on your website, or use it in conjunction with the standard javascript tracking code.
Inaccurate locations- Since Google determines users' location using their IP address, tracking this from a mobile device is not as accurate.
Server load- Due to the additional code required to track visitors properly, additional server load may be possible.

How We Do Wireframes

Thu, 05 Nov 2009 15:23:24 -0500

An extremely important part of the web design process is wireframing. It involves taking all of the specs, notes, creative briefs, content and so on, and finally putting them into one complete picture. Over the years we've tried all kinds of different tools and techniques, but have more recently settled on a process that works great.

Every project I work on starts with a Sharpie and a piece of paper. It's cheap, low-tech and fast. In a couple of minutes I have some ideas on paper to work with. Once it's full, I start over and try to make a better one. Sometimes we'll go into the design process with 2-3 home page wireframe designs just to see what sticks.

Why a Sharpie (Fine Tip) and not a pen or pencil? They are less specific and they fill the page faster. Sharpie's force you to get creative with space and make room for only what is most important. It's not possible to get too wordy or carried away with a Sharpie.

Another benefit of paper wireframes is that there is no learning curve. Anyone can read or create a wireframe without having to learn anything new. When working with people of all different technical abilities, paper puts everyone on the same level and forces focus on the important stuff.

Here are a few examples from projects we have done:

Response TV Wireframe

Response TV Design

Rolling Hills Media Wireframe

Rolling Hills Media Design

Linkpatch Account Wireframe

Linkpatch Account Design

The Dot Grid Book

I've done a lot of research trying to find the perfect wireframing sketchbook. Without a doubt it is the Dot Grid Book. This notebook is super-functional, well designed and great quality, making it an ideal geek tool. It's a pleasure to use.

This notebook is double spiral-bound with 80lb, perforated paper. It's easy to scan everything in when finished and keep it on my computer for further reference. It also handles the Sharpie marker bleed through to the other side of the paper pretty well.

Getting More Specific

Although we believe it's best to wait as long as possible to worry about specifics of a design, eventually it comes time to take wireframes further. I recommend a couple of tools for making pretty digital wireframes:

Mockingbird (Web app based on Cappuccino) - http://gomockingbird.com/
OmniGraffle (OSX Software) - http://www.omnigroup.com/applications/omnigraffle/

What is an Idea Worth?

Tue, 27 Oct 2009 02:19:52 -0400

Have you ever had a really big idea? I live for big ideas! The excitement, the research and the speed with which things happen initially is invigorating. I feel like I have big ideas all the time; but in the end very few of them come to fruition, and for good reason.

You may be working on a big idea right now ... I know I am! However, it's important to understand and appreciate an idea for what it is: nothing but a spark. It's a glorified plan, where the benefits are crystal clear and the hurdles have yet to be realized in full if at all. Until executed with precision, an idea has no value at all.

So many people see an idea as a stroke of luck for one or a few individuals who somehow achieved overnight success as a result. Seeing an idea through takes incredible fight, faith and perseverance. Most importantly it takes execution, for which successful entrepreneurs deserve all the credit.

Successful companies like Amazon.com, 37signals, Google, Tesla and so many others win not because they were the first with a specific idea, but because they execute better than anyone else.

As an entrepreneur, understanding the value of solid execution has made a huge difference in how I approach ideas. Take our app called Feed My Inbox, for example. The idea is not new or sexy, but no one was doing RSS to email well. In a little over a year, 60k+ customers and not a dime spent on advertising yet proves that you can succeed on solid execution.

You don't have to be the first with a game-changing idea; you only have to be the best at executing it.

Ideas are awesome. They can bring about innovation in an industry or even turn one upside down. But never bank on an idea getting you anywhere. Execution is and always will be the game-changer.

Using Website Optimizer to Increase Conversion by 74%

Fri, 16 Oct 2009 16:53:51 -0400

In a recent post, I boldly proclaimed that people not doing multi-variate testing on their websites are lazy. To prove that we drink our own kool-aid, I wanted to share the results of some tests we have been running on Linkpatch.com, a web application we built.

Through the use of Google analytics and website optimizer (both are free tools to use), we were able to increase account signups by 74% over a four-month period. Here are the three tests we ran:

1. Re-design the Tour Page

I learned pretty early on that the tour page was not helping us like it should. Early feedback from customers and friends that tested the software proved that the copy was wrong. We needed to explain exactly why we did not create a website crawler or link checker, and clearly outline the unique benefits of Linkpatch over every other available solution.

Some key metrics I was watching in analytics when testing the old tour page versus the new one were "Time on Site", "Bounce Rate" and "Exit Percentage". Here are the results:

Time on Site went up 35% as a result of this change, which is a great improvement in my opinion. Bounces went down 14%, and the Exit Percentage stayed about the same. There is still more to improve on there, but most importantly, the conversion rate for people that viewed this page went from 3.3% to 4.5%.

2. Test Headlines

Next was the main home page headline. A great headline is everything in my opinion, because an effective one will qualify our target audience and explain exactly how the app makes their life easier. Here are the three variations we tried:

Original- "Linkpatch reports broken links and images on your site, and provides all the information you need to fix them quickly."

Alt 1- "Linkpatch monitors your website for 404 errors, and provides all the information you need to fix them quickly."

Alt 2- "Linkpatch monitors your website for errors, so that you can be the first to know when users run into a problem."

As you can see, the differences in copy are subtle. Here's how they did over about a month of testing:

Alt 2 was the variation that proved to be the best headline for us to use. It resulted in a conversion rate of 5.28%, which was 11.6% better than the original we launched with.

3. Test Call to Action Button

The final test we worked on proved to be the most important, because it had the widest margin of difference between variations. Many people have debated the "right" language to use in a CTA button for a web app, and "Plans and Pricing" somehow became the de facto standard for most. However, the reason testing is important is because EVERY site is different. The same rules don't apply 99% of the time, so we decided to test the buttons for ourselves to see what converted best. Here are the buttons we used:

Of the four combinations, the "See our plans and pricing (free trial included)" button won:

As you can see, the winning button had a slight edge over the original one after testing for about a month. What is most important to note though, is the estimated conversion rate by the time the second test was over, compared to the estimated conversion rate in the first test. From beginning to end over those 4 months of testing, that's where we saw a 75% increase in conversions according to analytics:

How Long?

Although these 3 tests spanned about 4 months, it was all in my spare time. All in all it only took about 10-15 hours of work and study.

What's Next?

Keep at it! Re-work and re-test some other variations to see what works. As the site evolves and things change, there will always be plenty of things you can test on the site in search of a higher conversion rate.

Takeaway

The biggest takeaway for me is to quit fretting about small design and copy decisions prior to launching the site. Give it your best, then create multi-variate tests for anything you feel may impact conversions. There is no way to be right 100% of the time about this stuff, so take the pressure off and your users will tell you what works best.

One final note to keep in mind is that you can't test your website or get great quality feedback until it's launched. We see projects get delayed all the time while internal decision-makers contemplate what they think is best for the website. It should never be up to them if you are in the business of maximizing conversions. Just make an educated guess so you can launch and start testing! That's the only way you can find the most accurate answer.

Tools We Use (Version 2)

Sun, 04 Oct 2009 16:07:59 -0400

A couple of years ago I wrote a post outlining many of the tools we are using to run the business, work with clients and build websites. Of course a lot has changed since then. I'm always interested in what others are using, so hopefully some of you folks can benefit from this updated list.

By far my favorite app, the one that's most crucial to our work every day, is Dropbox. It stores all my files securely online, keeps backups and previous versions automatically, syncs everything across computers and even on my iPhone, allows me to share files and folders with my partners and does it all incredibly well without getting in the way.

Utilities

1Password (Mac/iPhone/Browser Plug-ins)

1Password is a useful application for keeping track of your logins/passwords. It makes great use of browser plug-ins to add new logins and sign you in quickly to sites it knows about.

Fluid (Mac)

This SSB (site-specific browser) allows you to use web apps like desktop apps, giving them a separate icon in your applications folder so it works independently of other apps. It's great to use for your favorite web apps.

Fujitsu ScanSnap S1500M (Hardware and Mac)

This is the best document scanner you will ever own. It's so awesome that I got the small version for home and highly recommend both.

Pixel Tracker (Mac)

This app is incredibly useful when you need to find a hex value fast.

Snapz Pro X (Mac)

Very handy application for taking photos and videos of your screen

Creative

Sharpie and Paper

All our wireframes start with a blank sheet of paper and a sharpie! I recommend the Dot Grid Book for sketching.

OmniGraffle (Mac)

I create sitemaps using OmniGraffle, and sometimes wireframes if the project demands it. However, we prefer not to get more specific than the paper/sharpie method whenever possible.

Adobe Creative Suite 4 (Mac)

We use Fireworks, Illustrator, InDesign, Photoshop and the Media Encoder regularly.

Code

Textmate (Mac)

Text editor that's fantastic for coding, and I also prefer to blog/write using it

Textmate Zen Coding Bundles (Mac)

I recently started using this super cool bundle that makes writing HTML and CSS 100% faster using abbreviations and snippets. This article should get you started.

DiffMerge (Mac)

This is a free tool for comparing files and finding differences between the them.

Transmit (Mac)

Great FTP client, easy and reliable

Versions (Mac)

Beautifully designed subversion client, love it

Communication

Adium (Mac)

Great little open source instant messaging client that supports any well-known provider (AIM, Yahoo, gTalk, etc.)

Skype (Mac/PC/iPhone)

Skype is a swell app for VOIP phone calls and chat

Mail/iCal/Address Book (Mac)

They are not perfect, but I prefer the default OSX tools for email, calendar and contacts. I especially love the Letterbox Plug-in for mail.

CoTweet (Web App)

CoTweet is great for companies that have numerous people managing one twitter account.

Tweetie (Mac/iPhone)

Great twitter client, beautiful UI for both the Mac and iPhone

GoToMeeting (Mac/Web App)

We use this as a conference call number and also for client demos of all sorts.

Twuffer (Web App)

This is a nice little application to schedule tweets for the future.

Productivity

Evernote (Mac/iPhone)

I store all kinds of notes in this program, along with categorized bookmarks. If I don't know of a place to put or remember something, it goes in Evernote.

OmniFocus (Mac/iPhone)

EVERY task goes through this app, as I swear by the GTD methodology.

Behance Action Notebook

Great paper tool for taking notes in meetings and so forth

Financial

iBiz (Mac)

All our time tracking and invoicing takes place in this app. The clincher for us is creative control over the template design using HTML/CSS.

Quickbooks 2008 (Windows)

I'm looking for a reason to ditch Quickbooks, so I am not going to link it up here. It's just tough to find a system that is CPA-friendly and has the advanced features we use.

Ubersmith (Web App)

All recurring and credit/debit card billing goes through this system. It's primarily built for hosting providers, but we know the developers of this software and enjoy using it.

Firefox Plug-ins

Firebug

THE web developer tool of choice!

YSlow

Great firebug extension that helps developers optimize pages for speed, according to Yahoo's best practices

Google Page Speed

Another firebug extension that is great for optimizing and measuring web page loading time

Feedly

If you use Google Reader, Feedly is a sweet little tool that structures your feeds more like a newspaper. Sometimes I prefer using this instead of the reader interface. Cool idea!

MeasureIt

Simple little tool to measure the pixels on a web page

Screengrab

Neat tool for taking a full page screenshot, no matter how long the web page is

Xmarks

Sync your bookmarks across browsers and computers, or even view them online

Web Developer Toolbar

Lots of very useful tools for analyzing and building websites

Website Optimization and Monitoring

Clicktale (Web App)

This is a truly awesome tool where you can watch videos of people using your website and see very useful analytics. It's a great form of user testing because it is cheap and users don't know they are being monitored.

Crazy Egg (Web App)

A great way to visualize how visitors are interacting with individual pages on your website

Google Website Optimizer (Web App)

Comprehensive tool for doing A/B or multi-variate testing on your website

Google Analytics (Web App)

Definitely the most popular analytics platform, and you can't argue with the price

Pingdom (Web App)

Uptime and performance monitoring, which notifies us immediately via email and/or SMS the moment anything is funky on one of our servers

Linkpatch (Web App)

Our team created Linkpatch, and we use it to watch for broken links on our websites. If someone encounters a broken link on the website, we get an email with all the information necessary to fix the problem.

Other Apps

MailChimp (Web App)

We recommend this service to ALL our clients for email newsletters and marketing, they rock

Google Reader (Web App)

Really useful feed reader

Feed My Inbox (Email/Web App)

We created Feed My Inbox, which you can use to subscribe via email to any feed. It's very handy for people that don't use feed readers and want an easy way to follow their favorite sites.

MyFax (Web App)

I've never owned a fax machine, so this application gives me a number by which I can easily send/receive faxes via email.

Survs (Web App)

My very favorite way to conduct online surveys

Tripit (Web App/iPhone)

Automatically organizes your trip itenerary

Survey Says?

Wed, 30 Sep 2009 09:18:48 -0400

What do your clients say about you when you are not around? Never mind the one-on-one communication ... what do your clients REALLY think of you? What are they telling others about your company?

Does the thought of this make you a little nervous? If you care about building a successful business on the web or anywhere else, this is the kind of feedback you need from clients on a regular basis. Our little company depends solely on referrals for our business, so if our clients are not raving, our phones aren't ringing!

Often times we think of surveys when doing website testing or helping a client implement new features. Just as they are effective at gathering feedback for those uses, surveys are also a powerful way to hear what your clients are thinking, but may not be willing to say. If you come up with good questions, it is also guaranteed to point out things you can do better.

So early this year, I swallowed my pride and got in touch with every person we worked with over the last two years. I asked them to participate in our first annual client survey. All responses were completely anonymous and confidential. The survey consisted of 34 total questions. Most of them were multiple choice (rate from 1-5), and some were open-ended requesting specific feedback.

After all was said and done, about 35% of our clients filled it out. Each of our 1-5 rating questions (5 being the best) got either a 4 or 5 over 85% of the time, which I was very pleased with. Some questions had too many 2's and 3's, and I am now much more aware that we have to do better on those things. Either way, the 1-5 rating questions were a great way to observe overall client satisfaction with a solid number.

I'm really glad each section of our survey also had a text box for specific comments or feedback. I went through and read every single comment. Some of them were encouraging, and some of them were downright mean. Read them with an open mind and "customer is always right" mindset, which means making excuses is a waste of time. Just do better! The best responses included helpful suggestions, which we immediately implemented as part of our business.

Overall, I am so glad we went through with the client survey. We found some things we can do better, and probably never would have known about without the survey. We also set a benchmark, which is something we can look to improve on in coming years.

For our survey we used http://www.survs.com. They just launched their service publicly, and I had an incredibly positive experience using it. I have also heard nice things about http://www.surveymonkey.com. It's ugly, but is the current industry leader and seems to have additional features.

To view a copy of our survey in full, check out this page: project83.com/survey.

Why "Going with your Gut" is just lazy

Wed, 30 Sep 2009 08:51:42 -0400

In school I learned that 50% of marketing is effective, but marketers have no real way of knowing which 50%. Thankfully, this rule does not apply on the web. Not only can you track 100% of your online marketing and website activity, but you can also test multiple variations simultaneously and make changes on the fly.

The most successful websites aren't the ones with the best designs, although that would make our job much easier. The best websites have people behind-the-scenes that are obsessed with testing and analytics, constantly finding incremental ways to improve. So while educated guesses and "gut feelings" may be acceptable elsewhere, this approach is sheer laziness on the web.

A while back I was talking with a client about the importance of multi-variate testing when considering some major changes to their site, when I got the "gut" line. They said something like, "I've got a gut feeling this is the best way to go", thus dismissing my pitch for doing some testing.

This is a really great person and client, but I think they made the wrong decision. In this case, meeting an internal deadline, checking it off the to-do list and moving on to something else potentially cost the company thousands in lost revenues. When lots of dollars are involved, it's simply not worth leaving decisions up to one person's opinion. When you take the time to test properly, thousands of customers can definitively make a decision for you.

I believe that's the most unfortunate thing about being a web design/development agency. The project-oriented nature of our business inherently lacks the post-launch follow-up and ongoing relationship to make sure the client achieves their goals. Up to the launch we're making educated guesses, but after that is where serious ground can be gained.

The "set it and forget it" mentality may result in a pretty site, but it won't help you build a business online. Still so many people do it that way because testing takes time, money (not a lot) and the desire to learn new things. Regretfully, many people feel they are too busy to see the incredible long-term benefits of such effort.

For those that are interested, we are teachers and doers at Project83. We enjoy teaching others how to implement multi-variate testing on their own, analyze results and re-test. We also don't mind doing it for you! All it takes is an open mind and a strong will to get better results from your current website.

Seth Godin recently touched on this topic (of course more eloquently) in an article called, "Everyone Gets Paid on Commission." It is definitely worth a read. The web changes things, people!

Here are some tools that we use on a regular basis for testing:

Google Analytics (http://www.google.com/analytics/)
Google Website Optimizer (http://www.google.com/websiteoptimizer/)
ClickTale (http://www.clicktale.net)
CrazyEgg (http://www.crazyegg.com)

How to Give an Accurate Project Estimate

Wed, 15 Jul 2009 10:25:49 -0400

The process of estimating time in our business is broken. At most, we typically have a document of basic requirements, alongside a few calls with the client to go over questions about a project. In turn, we are expected to provide a budget/timeline and stick to it for what can easily be 3-6 months or more.

For many projects this is enough, but for larger or more custom work, estimates in many ways are just a shot in the dark. The process is often inaccurate and risky. It's like remodeling a house. The project often takes longer and costs more than you originally planned. Since we're committed to meeting both the timeline and budget, there are times when an inaccurate estimate can present a bit of a pickle.

An incorrect estimate isn't good for anyone. Overestimating isn't in the client's best interest and can keep you from getting the project, but underestimating almost ensures that the project will not promise to be your best work and it can be very frustrating for both sides. Ick.

Recently we have begun suggesting a paid "exploratory" period (needs a cool name). We spend all the time necessary to define a clear project scope, write out written requirements and estimate the time needed to complete the project. An accurate quote can easily take at least a few days when done properly, and it is only fair to be compensated for that kind of time.

Since the client pays for the time, they own the work that we do to define the scope and create written requirements. That way, getting bids from other companies should not only be easier, but all the bids should be more realistic.

Another benefit of paid exploratory periods is being able to partner with a client/company before diving in head first. It is very important for both sides to get to know each other, and get a good feel for what it's like to communicate together. If it does not work out, you can look elsewhere without being empty handed.

We don't do this on many projects, but it is extremely helpful for some. Here is a list of questions I consider when deciding whether the project needs further exploration:

How well do I know the client? How quickly do they typically communicate and get things done? Do they trust our expertise or value the same things we do in a quality website?
How long will the project take?
Have I done this before? How much of the work is new for us or custom?
With what we know about the project now, is it enough to provide a very accurate quote or do we need more information?

I'm definitely most comfortable with this approach right now, but it took nearly 4 years to figure it out. I believe it is perfectly reasonable to ask for compensation if it will take a significant amount of time to provide an accurate bid on a project. If you can master the art of pricing and estimates in web development, you are on your way to building a very successful business.

For additional thoughts and ideas on estimating time as a web designer/developer, our friends at Smashing Magazine published a very informative article about it.

Fixing Broken Links with Linkpatch

Mon, 06 Jul 2009 00:43:44 -0400

After nearly two months without a post on this blog, I'm pleased to come out of hibernation this week. One of the reasons I was unable to make time for blogging recently is because my spare time has been dedicated to a side project that we launched about 3 weeks ago.

Our team is never short on inspiration or ideas for the web, and our outlet is a little software company called Brightwurks. Linkpatch is the name of our second web application, and it is our way of solving a problem we deal with every day at Project83.

One of the more frustrating things a user can run into on the web is a broken link. Often times, it leaves the user stuck, forcing them to wander the site aimlessly looking for what they need, or become frustrated and go elsewhere.

We do a number of things when launching a website to minimize dead ends like that. We always check the site for broken links between internal pages, and setup redirects (when applicable) from any old URLs to the appropriate location on the new site.

While most geeks stop there, I don't believe that's enough. There aren't any tools that are constantly watching, monitoring when and why people run into a broken link on your site. If another website is linking to your website, but the URL is broken or out-of-date, you have no way of knowing ... until Linkpatch.

The idea behind Linkpatch is simple. It is a small script that is always watching your website's error pages. If a user ends up on an error page as the result of a broken link, the script records all kinds of information about what happened, and sends an email to the webmaster so it can be fixed.

Linkpatch has been an incredible resource, as we have been using it internally for quite some time. We have it installed on many of our websites, and if a user or customer runs into an issue, we're able to diagnose and fix it very quickly. If we make a mistake in building the site, Linkpatch usually lets us know before the client does.

Here are just a few of the uses we have had for Linkpatch recently:

One of the URLs in a recent client newsletter had a typo. We were able to add in a redirect from the misspelled URL to the correct one.
The shopping cart page on a client site was broken after a recent update, and Linkpatch found it very quickly.
Links from blogs, twitter, search engines and affiliate websites that were all wrong or out-of-date were able to be caught and corrected within minutes after the first sign of an error.

Linkpatch has definitely been a big help to us in keeping our client websites error-free. We think other webmasters and web design shops will enjoy it too. Feel free to check out the site if it sounds appealing, and we always welcome any feedback. For the next 2 days, you can get a free 5-site Linkpatch account for mentioning the app on twitter. Check out this page for more info.

Resources for Image Optimization

Wed, 13 May 2009 01:11:55 -0400

On average, roughly 45% of a web page's weight is made up of images. Considering the size of that number, optimized images are the best way to speed up a website. A study for Amazon.com has concluded that each 100ms slower the page loads, equates to a 1% drop in sales. It's no wonder they go to great lengths to expedite page weight, and why you should too.

Up until the last couple of weeks, I didn't have a great understanding or appreciation for image optimization. I, like many others in our field, left the dirty work to Photoshop and assumed it would produce the lightest possible images.

Learning the basics about image formats, what works best for certain applications and what tools are out there to help, is something all web designers and front-end code monkeys need to master. I've put together a collection of best-practices and resources over the last couple of weeks that should be helpful:

Highlights

PNG gets a bad wrap.
PNG is not only useful for alpha-transparency, but in nearly every case is better quality and lighter weight than a 256-color GIF. For more on this, check out the Image Optimization series linked up below.

Make use of CSS sprites.
Sprites are an advanced CSS technique, but can be HUGE in creating lightweight websites and applications. Read this Smashing Magazine feature for a great round-up of CSS sprite resources.

Adobe CS4 does not have it mastered.
Optimization in Adobe Creative Suite 4 is inconsistent. Photoshop does an average job optimizing images for web. Fireworks does a much better job, with JPEGs especially. Neither do particularly well with PNGs, and require outside tools for best results. The Adobe team says that the Fireworks web optimization features are coming to Photoshop in the next release, so we'll see.

Additional Reading

Yahoo! and their people have led the way when it comes to prioritizing website performance. Stoyan Stefanov (member of the Yslow team) has written a very educational 5-part series about image optimization that is a must-read:

Tools

Smush.it
Developed by the aforementioned team at Yahoo!, this website will take all the images on a given page, optimize them, and ZIP them up in a tidy little folder for you to download. It also shows you the measurable size improvements made on each image. It's a phenomenal tool we will not ever launch a project without in the future.

PNGthing
This is a very handy little Mac application for optimizing PNGs, since Creative Suite is not there yet. Simply drag an individual image or folder to the application icon, and it will optimize all PNGs for you within a matter of seconds, showing how much you saved in a little Growl notification. I love it.

The 5-part series from above mentions a bunch of other, more geeky command-line tools for optimizing images, but the two above tools work best for my needs. Happy optimizing!