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.

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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.

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On the Web, interest is very fleeting. A world of other Web sites is just a mouse click away. The key to creating the interest is to focus on the visitor's role or current needs.

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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.

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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. You're missing an enormous opportunity by not creating a hype-free zone on your landing page.

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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.

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We've outlined several of the key roles needed for a successful landing page optimization program. Today, we'll look at the final three roles: the programmer, system administrator, and quality assurance tester.

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We've already described some key roles necessary for a successful landing page optimization program. Today, we'll examine three more roles: the copywriter, marketing manager, and user experience expert.

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The success of your testing program relies heavily on the cooperation of many people in your organization. We continue our look at some key roles needed for a successful landing page optimization program.

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The success of your testing program relies heavily on the cooperation of many people in your organization. There are some key roles that you'll need to fill with the right kinds of people, or your ideas will never see the light of day.

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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.

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Even the most experienced experts will be wrong much of the time because no one person can envision the diverse needs of all visitors who find your page. Even if the expert knew everything about every visitor, they would find that their needs often are contradictory. The real experts on the design of your landing pages are your Web site visitors.

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Deciding whether to outsource your landing page optimization and testing program is not an easy decision. There are advantages to each. Here are three more important considerations before you choose to outsource your testing program or "insource" it by doing everything in-house.

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Landing page optimization and testing can lead to huge performance improvements across your online marketing programs. But how do you capture these gains? Should you outsource your testing program or "insource" it by doing everything in-house?

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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.

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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.

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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.

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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. Although other products or services may be objectively just as good, they require additional attention to evaluate, and require additional steps to lead visitors to action.

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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.

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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.

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