"Your visitors should 'design' your website," says Tim Ash, author of Landing Page Optimization (Wiley, 2008). In this video interview he explains the importance of determing the classes of people who interact with the 'mission critical' elements of the website, where conversion takes place. Inquire: What is their role in the activity? Don't organize your site by functional departments, but rather by the classes of visitors who use your site. Then determine the tasks they perform by role. Later Dr. Wilson and Mr. Ash discuss personas vs. roles in landing page optimization theory.
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