about the author tim ash internet marketing thought- leader b.s. in computer engineering and...
TRANSCRIPT
![Page 1: About the Author Tim Ash Internet marketing thought- leader B.S. in Computer Engineering and Cognitive Science PhD. in Computer Science Tai Chi instructor](https://reader035.vdocuments.mx/reader035/viewer/2022062620/551b5768550346d31b8b537d/html5/thumbnails/1.jpg)
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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
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The Three Keys to Online Marketing
•Acquisition
•Conversion
•Retention
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What Parts of Your Site Are Mission Critical?
Mission Critical: Is this content necessary?
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User-Centered Design
UCS: Designing for your intended user
• Users needs, desires, and perspectives
• Involves real testing
• Users perform tasks on mock-up site
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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!”
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The Decision Process(AIDA)Attention
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The Decision Process(AIDA)Interest
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The Decision Process(AIDA)Desire
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The Decision Process(AIDA)Action
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Your Baby Is Ugly
UCS has likely shown you that the site you spent so much time developing has
some glaring issues
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Ugly Baby Showdown
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Web Analytics to the Rescue• Technical Capabilities
• Map
• Referring Sites
• Top entry pages/ top exit pages
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Elements to Tune• Page Structure
• Information Architecture
• Presentation
• Emphasis
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Keys to Tuning
• Deciding what to change
• Tracking the impact of the changes
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Pros
• Good Layout
• Lots of Detail
• $25 AdWord Gift Certificate
Cons
• Too much theory
• Few examples
• No color
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