2. About the Author Tim Ash Internet marketing thought- leader B.S. in Computer Engineering and Cognitive Science PhD. in Computer Science Tai Chi instructor

3. The Three Keys to Online Marketing Acquisition Conversion Retention

4. What Parts of Your Site Are Mission Critical? Mission Critical: Is this content necessary?

5. User-Centered Design UCS: Designing for your intended user Users needs, desires, and perspectives Involves real testing Users perform tasks on mock-up site

6. Personas Ned Adams ( “Ned the Nerd”) 24-year-old college drop-out Single, lives with his parents Clerk at computer game arcade Spends a lot of time on the Internet Has his own consumer tech blog Quote: “If it’s cool and new, I want to know about it!”

7. The Decision Process(AIDA) Attention

8. The Decision Process(AIDA) Interest

9. The Decision Process(AIDA) Desire

10. The Decision Process(AIDA) Action

11. Your Baby Is Ugly UCS has likely shown you that the site you spent so much time developing has some glaring issues

12. Ugly Baby Showdown

13. Web Analytics to the Rescue Technical Capabilities Map Referring Sites Top entry pages/ top exit pages

14. Elements to Tune Page Structure Information Architecture Presentation Emphasis

15. Keys to Tuning Deciding what to change Tracking the impact of the changes

16. Pros Good Layout Lots of Detail $25 AdWord Gift Certificate Cons Too much theory Few examples No color