Tim Ash

CEO of SiteTuners

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.

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Conversion becomes embedded in the organization

Conversion used to be thought of as something that was a job responsibility for somebody – you’re in charge of testing, or you’re in charge of conversion rate optimization. But now, importantly, there’s a shift towards understanding that conversion is everyone’s responsibility – and the companies that are winning and doing the best are the ones that have spread out the whole notion of conversion rate optimization through the whole marketing arm of their company. So, it’s not just the responsibility of your testing folks, it’s everybody’s responsibility.

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