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