Sunday, October 28, 2012

Video: Conversion Expert Tim Ash Discusses Landing Page Mistakes

For those who haven't heard of Tim Ash, he is the CEO of and the author of the best selling book “Landing Page Optimization." (Amazon). He is an expert in user-centered design and understanding online behavior, and specializes in improving website conversion rates through landing page diagnosis and redesign, and conversion consulting.

According to Tim, aquisition, conversion, and retention, are the three main goals marketers want to achieve with their landing pages. In this video, Tim Ash discusses some of the common errors marketers typically make in their landing pages, including:

-busy design
-too many calls to action
-too much text

Landing pages can be most effective with social media for "top of the sales funnel" marketing, in which companies or organizations are trying to educate, create buzz, and sway opinion first, before actually urging potential buyers to convert, or purchase.

I know the most effective landing pages that have caught my attention, and that I felt safe purchasing from, are those whose brand is familiar to me, either through their blog or website, or other publications. A clean design without a lot of graphics is key, as well as testimonials from clients and others who have already "bought in" to the brand or product. A video sometimes helps, but isn't always a deciding factor.

What do you think? Have you created effective landing pages? How do you think they can be maximized using social media?

-Carrie Jaffe-Pickett
writer, editor

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