“Scent” is the information trail your visitors are following when they come to your site. Mark that trail with consistent design and messaging that builds, invites, and guides, and they'll follow it through your site and all the way to checkout. Bryan Eisenberg provides a multitude of examples to help you understand when scent is working, and when it 's not. Learn your lessons from these success stories to keep scent alive in your own marketing campaigns and lead your visitors down the conversion path.

Length: 19 min.

You will learn:

• Why people are like beagles rather than hounds when it comes to scent
• Where the biggest opportunities are to improve conversion rates
• Why design is as important for maintaining scent as copy and content
• Which metrics are good tools for measuring the strength of scent
• Why keywords are never to blame for low conversion rates
• How to effectively insert keywords into a landing page dynamically