Getting Inside Your Customer’s Head with Tim Ash, Founder of TimAsh.com & PrimalBrain.com

This episode features an interview with Tim Ash, Founder of TimAsh.com & PrimalBrain.com. Tim talks about getting inside your customer’s head and creating an intuitive website that feels familiar and drives sales.Quotes*“You need to have focus and say no to 98% of audience expansion tactics. And then you have to have a super clear origin myth that almost acts like a magnet. A brand is not that visual styling you put on at the end. It's your brand voice and your attitude and your very reason for being. It's the mission. And that's what millennials and others will get attracted to. Nobody wants some generic corporate thing. It's very forgettable. So you have to have a narrow focus and a clear appeal to those people based on a deep understanding of their needs and their larger context. You may be just a small, transactional part of their life, but if you want to attract them, you should still resonate for them.”Time Stamps*[0:07] The Case: The poorly designed landing page*[0:34] Introducing Tim Ash, Founder of TimAsh.com & PrimalBrain.com*[5:34] Evidence #1: Low conversion rates*[11:13] Evidence #2: Site has no clear visual hierarchy*[25:01] Evidence #3: Landing page uses unfamiliar elements*[27:23] Debrief*[28:23] HGS PubBioTim Ash is the Founder of TimAsh.com and PrimalBrain.com, and author of the bestselling book Landing Page Optimization. A computer scientist and cognitive scientist by education, Tim has developed an expertise in user-centered design, persuasion, and understanding of 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.Thank you to our friendsThis podcast is brought to you by HGS. A global leader in optimizing the customer experience lifecycle, digital transformation, and business process management, HGS is helping its clients become more competitive every day. Learn more at hgs.cx.Links:Connect with Tim on LinkedInCheck out Tim's booksConnect with Lyssa on LinkedInCheck out HGS