The right approach is to think of content from the outside-in perspective. This means you take your online prospects exactly where they are right now, and guide them towards the solution of their own problems (some of which will ultimately result in financial benefit to your company).
Tim Ash
Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, 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 15 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Google, Expedia, Kodak, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, AutoDesk and many others have benefitted from Tim's deep understanding and innovative perspective.
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Q: "I recently started my own e-commerce website selling natural health products, and I'd love some best practices around how to better commercialize the website to increase sales. Thanks!" — Angela Garcia, team leader, NHT Global
Avarice? Greed? Sloth? No, the seven deadly sins of landing page design include sins such as unclear calls-to-action, offering visitors too many choices and neglecting to create trust with them.
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