"If you're curious about your visitors, then your analytics should be calling you because you're going to find things out that will fever your mind with new ideas about how to market and how to give people what they want."
- Brian Massey, the Conversion Scientist

The Science (and Magic) of Online Conversion with Brian Massey

Session 47

We know there is a landing page and a homepage on a website, but what is the difference? Brian Massey, the Conversion Scientist, joins Beth this week to answer that question and explain why it’s important to know the difference between the two pages. Brian talks about how you can really guide action just from your website, which is why it’s important to make sure these pages are optimized to give people exactly what they’re looking for when they visit your website. He also brings up the role of design and why making something “pretty” is not design’s most important job.

They discuss:

  • How is participation different in conversion?
  • What two jobs does the design of a website have?
  • What are the first steps in understanding how to use Google Analytics?
  • What is the purpose of a landing page?
  • Why you should avoid “we-we-ing” your website
  • What’s working to get people to give a legitimate email address for information about you?
  • What is the main role of design in conversion?

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