Speaker: Tim Ash, Author

How much money are you losing with your poorly performing website?

Changes in landing page efficiency can dramatically improve the profitability of your online marketing programs. This fast-paced and practical small group training will provide you with a crash course in conversion rate optimization. As the author of the bestselling book Landing Page Optimization, chairperson of the international Conversion Conference event series, and CEO of the SiteTuners agency, Tim Ash will help you to improve conversions by applying "The Matrix" methodology to your website. The Matrix is a framework for understanding your audience from a user-centered design perspective, and ensures that you will consistently get the more of right people through the right activities in the right order.

Short lecture segments will alternate with practical hands-on work. Participants will complete exercises to apply key concepts to their specific situation.

What You Will Learn:

• How to define mission-critical parts of your website
• Defining and measuring the appropriate conversion action
• Segmenting your online audience into roles
• Breaking down each role into specific tasks ("use cases")
• Understanding key decision making steps (awareness, interest, desire, action)