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Entrepreneur November 2009 Mikal E. Belicove	Graceful Landing A well-conceived landing page sends the right signals about your company and helps customers navigate toward the sale.
Search Engine Watch December 18, 2008 David Szetela	PPC Landing Pages: PPC Visitors Have ADD This week I'll pick up on the introductory discussion of PPC landing pages.
Search Engine Watch March 18, 2009 Tim Ash	The Decision-Making Funnel, Stage 1: Awareness Awareness, and its close cousin attention, are scarce commodities in our fast-paced world. People learn to tune everything out, so it takes more effort for an advertiser to break through the clutter and noise to reach their target audience.
Search Engine Watch January 21, 2009 Tim Ash	Writing Sales Copy For Conversions, Part 2 Once visitors end up on your landing page, you're no longer competing for their attention with other Web sites, so change the focus to the task they're trying to accomplish.
Search Engine Watch June 10, 2009 Tim Ash	What Is the Desired Conversion Action? Understanding your conversion actions is the key to landing page optimization success. Knowing what to measure for different situations can help you optimize your site for the right goals.
Search Engine Watch October 14, 2009 Tim Ash	Tips for Organizing Your Landing Page Address these questions to ensure that visitors can access information on your landing page.
Entrepreneur November 2003 Catherine Seda	The ROI Treatment Get better results by creating an ROI model.
Search Engine Watch September 30, 2009 Tim Ash	The Myth of Perfect Conversion Don't make the mistake of assuming that every visitor is a potential prospect or buyer for your goods or services. The mythical 100 percent conversion rate simply doesn't exist. It's a delusion.
Search Engine Watch November 13, 2008 David Szetela	The Good, the Bad and the Ugly: Click-Through and Conversion Rates What's a good click-through rate? What's a good conversion rate? That's not an easy question to generalize on, but there are some guidelines that can help you see if yours is acceptable.
Search Engine Watch August 6, 2008 Tim Ash	How Long Should My Landing Page Test Run? What's the right length for a landing page optimization test? That's a bit like asking 'how long is a piece of string?' But there are some guidelines to follow to help you know when enough is enough.
Search Engine Watch May 14, 2008 Tim Ash	Emotional Motivators in Landing Page Optimization Visitors will arrive at your Web site with their own needs, perspectives, and emotions. Since you don't know much about them individually, here's how you can influence them with the design of your site.
Search Engine Watch September 29, 2008 David Szetela	Judging PPC Performance: Focus on Conversions Knowing how and when to make decisions about your PPC campaign's keyword and ad performance can make or break your campaign. Just remember that almost every action you take to improve your PPC ad campaign should be based on conversion data.
Search Engine Watch May 13, 2009 Tim Ash	The Decision-Making Funnel, Stage 4: Action, Part 1 We've been discussing the well-known AIDA conversion funnel and how it governs all Web conversions. We've already examined awareness, interest and desire. It's time for some action.
Search Engine Watch December 4, 2008 David Szetela	PPC Landing Pages: The End of the Line -- Or the Beginning? Expert PPC advertisers realize that PPC landing pages have more impact on conversion rates and ROI than anything else they can do.
Search Engine Watch February 3, 2011 Stephen Cobb	Anchor Your Landing Pages and Convert Wayward Clickers Your chances of converting the traffic you drive to your site will increase if you can keep visitors focused on your conversion message. A landing page anchor is designed to do just that.
Search Engine Watch June 11, 2008 Tim Ash	Uncovering Site Problems for Landing Page Optimization, Part 1 How do you find problems with your landing page hidden in your test results? Instead of waiting only for good news, filter it out instead. Accentuate the negative. Focus on problems and things that are askew.
Search Engine Watch June 22, 2009 Ron Jones	Effective PPC Ad Copy 101, Part 2 We've covered the searcher behavior funnel and tips for writing headlines and descriptions. Now we'll venture beyond the ad copy to discuss methods for testing and fine-tuning your ads to increase performance.
Search Engine Watch January 7, 2009 Tim Ash	Writing Sales Copy for Conversions One of the most common components you can test is sales copy. Changing your approach to writing can often lead to a double-digit increase in conversion rates.
Search Engine Watch August 20, 2008 Tim Ash	What Are You Converting? Many people view conversions as large-scale events, such as product sales or sign-ups for a service. But a conversion can mean many things, depending on the site.
Search Engine Watch November 11, 2009 Tim Ash	How to Get Started on Landing Page Optimization Tips for getting buy-in from high-level executives and other team members.
Search Engine Watch July 9, 2008 Tim Ash	Coherency in Landing Page Testing Coherency is an overall sense of your design hanging together. It is largely ignored by landing page testers, leading visitors to respond to incoherent pages with a variety of gut reactions, and none of them are flattering.
Search Engine Watch February 12, 2009 David Szetela	One PPC Landing Page, Infinite Faces Creating custom landing pages for PPC ads can help boost your conversion rates by percentage points.
Search Engine Watch October 29, 2008 Tim Ash	Landing Pages and the Decision-Making Process Landing page optimization and testing is a complex activity that requires knowledge of many fields, including usability, copywriting, math, and Web design. But at its core, we're still trying to influence the behavior of people, and human nature hasn't changed.
Search Engine Watch April 20, 2010 Eric Enge	4 Things SEOs Should Consider When Creating Content When evaluating your content development strategy, make sure to address on-page search engine optimization, conversion optimization, link worthiness, and social media environments.
Search Engine Watch September 16, 2009 Tim Ash	Granularity in Landing Page Optimization Between changing a button color or font size and completely redesigning a landing page, there's a continuum of possible changes to test. Changing the granularity of your tests allows you to include your important ideas while keeping test sizes reasonable.
Search Engine Watch June 24, 2009 Tim Ash	Applying Probability to Landing Page Optimization In the context of LPO, probability can be viewed as simply taking the best guess given the available information. The more information you have, the more accurate your guess will become.
Search Engine Watch August 18, 2004 Shari Thurow	Creating Compelling Search Engine Ads and Landing Pages Effective search engine advertising goes far beyond simply bidding on keywords. With both ads and landing pages, you have scant seconds to capture the imagination and clicks of a searcher.
Search Engine Watch March 11, 2009 Eric Enge	Improve Conversion Efficiency with Demandbase Increasing conversion efficiency should be the goal of every Web site publisher. Regardless of what you're trying to accomplish with the sit, having a higher conversion rate than your competitor provides you with a strategic advantage.
Search Engine Watch December 6, 2010 Josh McCoy	Funneling your Traffic into Conversions Rankings and referrals are important but even more so is what your traffic is doing once they get to your site. Following these few easy steps helps to get your traffic back on track.
Search Engine Watch September 2, 2009 Tim Ash	Landing Page Optimization Pitfall -- Not Collecting Enough Data In statistics, results do not become stable until a large enough sample is tested. Accordingly, making landing page decisions using data from a too-small sample size can lead marketers to make bad decisions.
Search Engine Watch May 28, 2008 Tim Ash	Testing Landing Pages with the Taguchi Method? Think Again! In statistical circles, it's a known fact that the Taguchi method is a bad fit for landing page testing. So why do so many marketers continue to use it to test landing pages?
Search Engine Watch August 12, 2010 Peter van der Graaf	Optimizing Your Existing Links Contacting your link partners can improve your link profile and rankings. Here are some helpful link building strategies, plus some pitfalls you'll want avoid.
Search Engine Watch October 13, 2008 David Szetela	Reading the Tea Leaves: Interpreting Keyword Reports Once enough data has accumulated, it's important to run reports and take action based on the data. But what do all those numbers mean, and how should we make adjustments to improve PPC campaign performance?
Search Engine Watch October 19, 2010 Thi Thumasathit	Wag the Dog: The Tail of Bid Management Search marketers need to focus on maximizing relevance and conversion before bid management. Relying exclusively on bid management solutions to drive the success of a search campaign is letting the tail wag the dog.
Search Engine Watch January 9, 2009 David Szetela	PPC Landing Pages: Surprising Examples It's time to kick off the New Year by looking at examples of good and bad combinations of PPC ads and their landing pages. We'll look at some real-world examples to see what they're doing right, and what they're doing wrong.
Search Engine Watch August 25, 2008 David Szetela	Killer PPC Ads: The Fundamentals Writing small, punchy ads requires plenty of art and science. These guidelines will help get more clicks and stymie your competitors.
Search Engine Watch April 29, 2009 Tim Ash	The Decision-Making Funnel, Stage 3: Desire, Part 2 We've been discussing the well-known AIDA conversion funnel and how it governs all Web conversions. We've already examined awareness and interest, and now we continue looking at the desire stage.
Search Engine Watch June 24, 2008 Carrie Hill	The Big Picture -- Well-Rounded SEM for SMBs, Part 3 More elements a small business should consider when looking at a well rounded search engine marketing campaign include local search, usability, and creating a Web site that will increase conversions.
Search Engine Watch May 27, 2009 Tim Ash	The Decision-Making Funnel, Stage 4: Action, Part 2 Each product or service category only has room for a tiny number of established leaders, and they capture disproportionate value in their respective market categories. Other products or services require additional steps to lead visitors to action.
Search Engine Watch January 23, 2009 David Szetela	Google Conversion Optimizer: The Best-Kept Secret in PPC? Google quietly added Conversion Optimizer to every advertiser's AdWords account a few months ago. In a nutshell, it regulates keyword-level bids, promising to deliver as many conversions as possible, at or below a cost-per-conversion you specify.
Search Engine Watch June 25, 2008 Tim Ash	Uncovering Site Problems for Landing Page Optimization, Part 2 Web analytics on your Web site can help you uncover and prioritize potential site problems. Some additional techniques to discover conversion issues on your landing pages include mining onsite search, or conducting usability testing, focus groups, and surveys.
Search Engine Watch May 10, 2011 Alex Cohen	Slim Down Your CPCs With 3 Compound Metrics Paid search is a lot like nutrition: there's an excess of data, but a big shortage in optimization. Here's how to reduce PPC data complexity and make profitable decisions.
Search Engine Watch June 1, 2009 Ron Jones	Video Search 101, Part 1 With Internet video on the rise and the search engines looking more favorably on video content, there's an opportunity to leverage this medium for your SEO efforts. We'll focus on five steps for optimizing for video search, many which run parallel to traditional SEO best practices.
Search Engine Watch July 16, 2010 Frank Watson	Paid Search Success Needs Great E-mail Marketing When developing your PPC strategy, don't forget about e-mail. Use your keyword, ad, and landing page data to improve conversions.
Search Engine Watch April 15, 2009 Tim Ash	The Decision-Making Funnel, Stage 3: Desire, Part 1 The AIDA conversion funnel governs all Web conversions. We've examined Awareness and Interest, so now we'll take a look at the Desire stage.
Entrepreneur September 2009 David Port	How to Make Your Website Really Sell The best advice for converting visitors to your company's website into real revenue.
Search Engine Watch September 15, 2008 David Szetela	Show Me the Money: Bidding for Profitability Setting ad group bid prices at the beginning of a campaign is one of the more challenging tasks for many PPC advertisers. The answers are a snap once you know the fundamentals.
Search Engine Watch September 17, 2008 Tim Ash	Landing Page Optimization -- Insource or Outsource? Part 2 Deciding whether to outsource your landing page optimization and testing program is not an easy decision. There are advantages to each.
Search Engine Watch November 25, 2009 Tim Ash	Roles vs. Personas vs. Cognitive Styles People who visit your site all have unique personalities and temperaments. Understand these differences all play key roles when planning for landing page optimization.
Search Engine Watch October 15, 2008 Tim Ash	Landing Page Optimization: Guessing vs. Testing The real experts on the design of your landing pages are your Web site visitors.