This document discusses three keys to online marketing: acquisition, conversion, and retention. It outlines various online and offline acquisition methods such as SEO, banner ads, PPC, affiliates, and social media. Conversion happens when a visitor takes a desired action like making a purchase or filling out a form. Retention involves deepening customer relationships through email, newsletters, and loyalty programs. The document notes that not all website visitors will convert and that the goal is persuading "Maybes" to take the desired action.

1. Landing Page Optimization –
Tim Ash

2. 3 keys to Online Marketing
• Acquistion : Getting people to your website
or Landing page
• Conversion : Persuading them to take the
desired action
• Retention : Deepening the relationship and
increasing its lifetime value.

3. Acquisition Methods
• Online
• Offline

4. Online Acquisition Methods
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Seo
• In House Email lists
Banner & Text Ads
• Online Video Ads
PPC
Affiliates
Third Party Email Lists
Social Networking
Blogs

5. Offline Acquisitions Methods
• Brand Awarness
• TV and Radio
Advertising
• Print Ad Magazine
Advertising
• PR and Media
Coverage
• Client Referrals
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Direct Marketing
Outdoor Advertising
Industry Tradeshows
Industry Analyst
Coverage
• Promotional Items

6. Conversions

7. • A Conversion happens when a visitor to your
landing page takes a desired conversion action
that has a measurable value to your business.
• The desired action can be a purchase
, download , form – fill , or even a simple click
through to another page on your website.

8. External Conversion Factors
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Brand Strength
Degree of Commoditization
Seasonality
Physicality and uniformity
Intention and commitment

9. Retention

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E-mail
Newsletters
Blog feeds
News feeds
Rewards and loyalty

11. The Myth of Perfect Conversion
Three types of visitors to your website:
• Noes : Those that wont ever take the
desired action
• Yesses : Those that will always taket he
desired action
• Maybes : Those that may take the desired
action