A brief overview on Chapter - 1 of Landing Page optimization by Tim Ash.

1. Landing Page Optimization –
Tim Ash

2. 3 keys to Online Marketing
• Acquistion : Getting people to your website
or Landing page
• Conversion : Persuading them to take the
desired action
• Retention : Deepening the relationship and
increasing its lifetime value.

3. Acquisition Methods
• Online
• Offline

4. Online Acquisition Methods
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Seo
• In House Email lists
Banner & Text Ads
• Online Video Ads
PPC
Affiliates
Third Party Email Lists
Social Networking
Blogs

5. Offline Acquisitions Methods
• Brand Awarness
• TV and Radio
Advertising
• Print Ad Magazine
Advertising
• PR and Media
Coverage
• Client Referrals
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Direct Marketing
Outdoor Advertising
Industry Tradeshows
Industry Analyst
Coverage
• Promotional Items

6. Conversions

7. • A Conversion happens when a visitor to your
landing page takes a desired conversion action
that has a measurable value to your business.
• The desired action can be a purchase
, download , form – fill , or even a simple click
through to another page on your website.

8. External Conversion Factors
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Brand Strength
Degree of Commoditization
Seasonality
Physicality and uniformity
Intention and commitment

9. Retention

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E-mail
Newsletters
Blog feeds
News feeds
Rewards and loyalty

11. The Myth of Perfect Conversion
Three types of visitors to your website:
• Noes : Those that wont ever take the
desired action
• Yesses : Those that will always taket he
desired action
• Maybes : Those that may take the desired
action