Tim Ash is the CEO of SiteTuners, a landing page optimization firm that offers conversion consulting, full-service guaranteed-improvement tests, and 2nd-generation software tools to improve conversion rates. He has worked with Google, Facebook, American Express, CBS, Sony Music, American Honda, COMP USA, Harcourt Brace, Universal Studios, Verizon Wireless, Texas Instruments, and Coach. Tim is a highly-regarded speaker at Search Engine Strategies, eMetrics, PPC Summit, Affiliate Summit, and eComXpo. He is a contributing columnist to several publications including SearchEngineWatch. Tim is the host of the weekly Landing Page Optimization show on WebmasterRadio.fm. He received his BS and MS during his PhD studies in computer science at UC San Diego. Tim is the author of the bestselling book Landing Page Optimization.
SMS: Landing page optimization has not been a hot, sexy topic for quite some time. These days, with Twitter, Facebook, and Android in the forefront, landing pages are written off as a search engine marketing basic. Do you feel that most businesses have mastered the art (or should I say the science?) of landing page optimization? Why or why not?
Tim: If anything, I think that things are getting worse. Only a few companies actually have in-house landing page optimization (LPO) programs and a culture of testing. The proliferation of new display devices just makes it harder to have an optimal experience for everyone. More thought needs to be put into how to create compelling experiences for smaller screens and shorter attention spans.