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CHAPTER 14Transformation ThroughOptimization263Landing Page Optimization: An Interview with Tim Ashby Kim Walsh-PhillipsSocial media is just a channel to acquire leads and move them toward the sale.3XOO%u0003 TXDOL%u08c5HG%u0003 SURVSHFWV%u0003 RXW%u0003 RI%u0003 VRFLDO%u0003PHGLD%u0003DV%u0003 TXLFNO\\%u0003DV%u0003 SRVVLEOH%u0003DQG%u0003RQWR%u0003D%u0003FKDQQHO%u0003\\RX%u0003RZQ%u000f%u0003VXFK%u0003DV%u0003\\RXU%u0003ZHEVLWH%u0003RU%u0003D%u0003VHSDUDWH%u0003ODQGLQJ%u0003SDJH%u0011%u0003:KHQ%u0003WKLV%u0003LV%u0003\\RXU%u0003JRDO%u000f%u0003\\RX%u07e4OO%u0003UHDOL]H%u0003WKDW%u0003HIIHFWLYH%u0003VRFLDO%u0003PHGLD%u0003PDUNHWLQJ%u0003LV%u0003RQO\\%u0003SDUW%u0003RI%u0003WKH%u0003HTXDWLRQ%u0011&RQYHUWLQJ%u0003WUDI%u08c5F%u0003LQWR%u0003OHDGV%u0003DQG%u0003VDOHV%u0003RQFH%u0003LW%u0003KLWV%u0003\\RXU%u0003ZHEVLWH%u0003LV%u0003MXVW%u0003DV%u0003LPSRUWDQW%u0011,%u0003LQWHUYLHZHG%u0003 RSWLPL]DWLRQ%u0003H[SHUW%u00037LP%u0003$VK%u0003WR%u0003OHDUQ%u0003DERXW%u0003WKH%u0003PLVWDNHV%u0003EXVLQHVVHV%u0003 DUH%u0003 PDNLQJ%u0003 ZLWK%u0003 WKHLU%u0003 ZHEVLWHV%u0003 DQG%u0003 ODQGLQJ%u0003 SDJHV%u0003 DV%u0003 ZHOO%u0003 DV%u0003VWUDWHJLHV%u0003WR%u0003LQFUHDVH%u0003OHDG%u0003DQG%u0003VDOHV%u0003FRQYHUVLRQV%u0011