SES Chicago - December 7-11, 2009

Tim Ash

Tim Ash is the president of SiteTuners.com, a performance-based landing page optimization company. During his Internet career, Tim has worked with companies like American Express, Sony Music, Black&Decker, eBags, American Honda, and McAfee (HackerSafe). He has chaired Internet conferences and spoken internationally at such industry events as Search Engine Strategies, PC Expo, the Affiliate Summit, eComXpo, and Internet World. Tim is a frequent columnist and writer on conversion improvement, and is the author of Amazon's e-commerce bestseller book Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions (John Wiley & Sons Press, 2008).


Recent articles by Tim Ash

    How to Get Started on Landing Page Optimization
    Tips for getting buy-in from high-level executives and other team members.

    The Cost of Landing Page Optimization
    You must be willing to suffer short-term pain during landing page testing in order to attain the long-term gain of improved performance and higher conversions.

    Tips for Organizing Your Landing Page
    Address these questions to ensure that visitors can access information on your landing page.

    The Myth of Perfect Conversion
    Don't make the mistake of assuming that every visitor is a potential prospect or buyer for your goods or services. The mythical 100 percent conversion rate simply doesn't exist. It's a delusion.

    Granularity in Landing Page Optimization
    Between changing a button color or font size and completely redesigning a landing page, there's a continuum of possible changes to test. Changing the granularity of your tests allows you to include your important ideas while keeping test sizes reasonable.

    Landing Page Optimization Pitfall -- Not Collecting Enough Data
    In statistics, results do not become stable until a large enough sample is tested. Accordingly, making landing page decisions using data from a too-small sample size can lead marketers to make bad decisions.

    The Art of the Landing Page: 7 Tips For Increasing Conversions
    Landing page optimization and testing can have a dramatic impact on your online marketing profitability. But even without testing you can quickly eliminate several common mistakes that can instantly skyrocket conversion rates.

    Lies, Damned Lies, and Statistics in Landing Page Optimization
    The statistics branch of mathematics has a poor reputation among the public. While there's nothing wrong with statistics itself, there are many common misuses. Let's look at some of the implications for landing page optimization.

    Your Baby Is Ugly
    After launching a landing page optimization project, you inevitably will find chinks in the armor of your beautiful and perfect creations. Before fixing anything, you have to let go of your ego and acknowledge that your baby is ugly.

    Meaning-Making in Landing Page Optimization
    We all want to create "meaning" and see the larger patterns in our tests that can apply to other circumstances. But the world is very complex, and trying to generalize universal truths from a single landing page test result is often a horrible idea.

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