This piece by Kevin Gold is equal parts commentary and instruction on how the task of improving conversion rates varies by a company's size. Smaller companies tend to have fewer resources to devote to
lead-tracking and traffic analysis -- but that doesn't mean that a big company can just throw money at the problem and succeed. Beyond determining what actions are deemed "successful conversions," a
Webmaster's strategy needs to affect the overall quality of traffic coming to a site -- from revamping the PPC campaigns to culling insight from both on- and offline analytics.
Read the whole story at Search Marketing Standard »