So, once you’ve got SEO (search engine optimization) mastered, then what? Sit back and watch the cash come in? No, of course not, because SEO is only half the story. The other half is conversion — getting people to click and finally to convert into paying customers.

How do we become more expert at increasing the likelihood that the visitor will convert? It’s simple! Just read the MarketingSherpa report on landing page optimization.

The report is a comprehensive analysis along with recommended set of action around everything that affects conversion: number of columns, use and placement of hero shot, font size, copy length, registration form design, use of hotlinks and buttons, how to add involvement devices, and more. Plus dozens of case studies with actual results data. Take, for example, the following example from the book: below are two versions of a landing page. One of them yielded a 5% conversion rate, the other 15%. Guess which one! Now guess why!