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About the AuthorTim Ash
•Internet marketing thought-leader
•B.S. in Computer Engineering and Cognitive Science
•PhD. in Computer Science
•Tai Chi instructor
The Three Keys to Online Marketing
•Acquisition
•Conversion
•Retention
What Parts of Your Site Are Mission Critical?
Mission Critical: Is this content necessary?
User-Centered Design
UCS: Designing for your intended user
• Users needs, desires, and perspectives
• Involves real testing
• Users perform tasks on mock-up site
PersonasNed Adams ( “Ned the Nerd”)• 24-year-old college drop-out
• Single, lives with his parents
• Clerk at computer game arcade
• Spends a lot of time on the Internet
• Has his own consumer tech blog
• Quote: “If it’s cool and new, I want to know about it!”
The Decision Process(AIDA)Attention
The Decision Process(AIDA)Interest
The Decision Process(AIDA)Desire
The Decision Process(AIDA)Action
Your Baby Is Ugly
UCS has likely shown you that the site you spent so much time developing has
some glaring issues
Ugly Baby Showdown
Web Analytics to the Rescue• Technical Capabilities
• Map
• Referring Sites
• Top entry pages/ top exit pages
Elements to Tune• Page Structure
• Information Architecture
• Presentation
• Emphasis
Keys to Tuning
• Deciding what to change
• Tracking the impact of the changes
Pros
• Good Layout
• Lots of Detail
• $25 AdWord Gift Certificate
Cons
• Too much theory
• Few examples
• No color
Recommended