About my guest
This week my guest is Tim Ash, an international speaker, author of the bestselling book Landing Page Optimization, and CEO of SiteTuners (a firm that improves website conversion rate via conversion-focused redesign blueprints, landing page testing, and training of internal optimisation teams).
Tim is a computer scientist and cognitive scientist by education with PhD studies in Neural Networks and Artificial Intelligence. He has developed an expertise in user-centred design, persuasion and understanding online behaviour, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization.
Over the past 19 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives, including companies like Sears, Google, Expedia, eHarmony, Facebook and American Express to name a few.
He is the founder and chairperson of Conversion Conference and has authored more than 100 published articles.
During the podcast, you will learn
- Why we need to remain focused on the durable things, such as how our brains work
- Why is helps to have a diverse background for online marketing optimization
- Why the brain is the last frontier
- The dangers of oversimplifying the brain, processes, goals and the context of the human
- What marketers can learn from the cognitive sciences and neuromarketing
- Some common false assumptions around testing and understanding motivations
- Why tests often come back as counterintuitive and are never the source of new ideas
- About other approaches which are more effective and usable
- Some bad examples of testing, or ‘how to avoid rearranging deck chairs on the Titanic’
- Actions which help lead to micro conversions and can be applied to early stage goals
- A process businesses can follow to find out what customers’ motivations are
- How to get the right people through the right activity in the right order
- How to audit your content for conversion and progressively hook customers
- How to curate your content implicitly depending on your brand and customer type
- The psychological effects of recent adverts, such as Fiat, Jack Daniels and John Lewis
- Some counterintuitive but powerful strategies to increase conversion rates
- Why you should always try to target to irrational brain through anchoring and framing
- A quick hack which works every time; remove visual distractions
And much more!