Archive for Tim Ash

Tim Ash

Showing 19 items

  • Writing Sales Copy for Conversions
    One of the most common components you can test is sales copy. Changing your approach to writing can often lead to a double-digit increase in conversion rates. Jan 7, 2009
  • Assembling Your Landing Page Optimization Dream Team, Part 4
    We've outlined several of the key roles needed for a successful landing page optimization program. Today, we'll look at the final three roles: the programmer, system administrator, and quality assurance tester. Dec 24, 2008
  • Assembling Your Landing Page Optimization Dream Team, Part 3
    We've already described some key roles necessary for a successful landing page optimization program. Today, we'll examine three more roles: the copywriter, marketing manager, and user experience expert. Dec 10, 2008
  • Assembling Your Landing Page Optimization Dream Team, Part 2
    The success of your testing program relies heavily on the cooperation of many people in your organization. We continue our look at some key roles needed for a successful landing page optimization program. Nov 26, 2008
  • Assembling Your Landing Page Optimization Dream Team, Part 1
    The success of your testing program relies heavily on the cooperation of many people in your organization. There are some key roles that you'll need to fill with the right kinds of people, or your ideas will never see the light of day. Nov 12, 2008
  • Landing Pages and the Decision-Making Process
    Landing page optimization and testing is a complex activity that requires knowledge of many fields, including usability, copywriting, math, and Web design. But at its core, we're still trying to influence the behavior of people, and human nature hasn't changed. Oct 29, 2008
  • Landing Page Optimization: Guessing vs. Testing
    Even the most experienced experts will be wrong much of the time because no one person can envision the diverse needs of all visitors who find your page. Even if the expert knew everything about every visitor, they would find that their needs often are contradictory. The real experts on the design of your landing pages are your Web site visitors. Oct 15, 2008
  • Landing Page Optimization -- Insource or Outsource? Part 2
    Deciding whether to outsource your landing page optimization and testing program is not an easy decision. There are advantages to each. Here are three more important considerations before you choose to outsource your testing program or "insource" it by doing everything in-house. Sep 17, 2008
  • Landing Page Optimization -- Insource or Outsource?
    Landing page optimization and testing can lead to huge performance improvements across your online marketing programs. But how do you capture these gains? Should you outsource your testing program or "insource" it by doing everything in-house? Sep 3, 2008
  • What Are You Converting?
    Many people view conversions as large-scale events, such as product sales or sign-ups for a service. But a conversion can mean many things, depending on the site. Aug 20, 2008
  • How Long Should My Landing Page Test Run?
    What's the right length for a landing page optimization test? That's a bit like asking 'how long is a piece of string?' But there are some guidelines to follow to help you know when enough is enough. Aug 6, 2008
  • How Valid Are Your Landing Page Test Conclusions?
    Landing page testing can lead to major Web site changes. How sure are you that your conclusions are valid? Jul 23, 2008
  • Coherency in Landing Page Testing
    Coherency is an overall sense of your design hanging together. It's a congruity and harmonious consistency in the relation of all parts to the whole. And it's largely ignored by landing page testers, leading visitors to respond to incoherent pages with a variety of gut reactions, and none of them are flattering. Jul 9, 2008
  • Uncovering Site Problems for Landing Page Optimization, Part 2
    Web analytics on your Web site can help you uncover and prioritize potential site problems. Some additional techniques to discover conversion issues on your landing pages include mining onsite search, or conducting usability testing, focus groups, and surveys. Jun 25, 2008
  • Uncovering Site Problems for Landing Page Optimization, Part 1
    How do you find problems with your landing page hidden in your test results? Instead of waiting only for good news, filter it out instead. Accentuate the negative. Focus on problems and things that are askew. Jun 11, 2008
  • Testing Landing Pages with the Taguchi Method? Think Again!
    In statistical circles, it's a known fact that the Taguchi method is a bad fit for landing page testing. So why do so many marketers continue to use it to test landing pages? May 28, 2008
  • Emotional Motivators in Landing Page Optimization
    Visitors will arrive at your Web site with their own needs, perspectives, and emotions. Since you don't know much about them individually, here's how you can influence them with the design of your site. May 14, 2008
  • What Are You Converting?
    Many people view conversions as large-scale events, such as product sales or sign-ups for a service. But a conversion can mean many things, depending on the site. Apr 30, 2008
  • Landing Page Neglect: Are You Losing Money?
    In almost every other area of marketing, performance is scrutinized under a microscope as we drill down on mind-numbingly detailed reports. So why are landing pages getting so little attention? Apr 16, 2008

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