I do like your point about researching as the first step. Why is it that so many companies don’t want to take the time to research and just want to jump right into the “kitchen” without planning? #RhetoricalQuestion

Thanks for the pointers!

Hi Brent, great questions.

The same principles will apply for any type of site. For instance let’s assume your primary goal is to generate leads in some way. I like to offer visitors multiple conversion modes, which help to cater to different persona types. This is a bit of Hindu philosophy; all roads lead to paradise.

So I might implement click-to-call (make sure you can track this) and a lead gen email form on a targeted page. On the form I might test placement of elements, headline copy, call-to-action copy, supporting text, images, etc.

Often the subtle tweaks make all the difference. Google once boosted sign ups for the Website Optimizer platform by altering the headline on their landing page from “You should test that” to “Radically increase your conversion rate”. A seemingly docile change that actually performed.

Oh, and you’re welcome for the sunlight.

What’s your recommendation for businesses who do not have a traditional shopping cart/ecommerce site in place? Click to call, track submissions, or what do you do?

That bio is hilarious. I know some of it is true though. So, thanks for inventing the sun light.

Thanks Idaho! We aim to please. ;)