“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 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 to:
Explain why people are like beagles rather than hounds when it comes to scent
Locate the biggest opportunities are to improve conversion rates
Summarize why design is as important for maintaining scent as copy and content
Distinguish which metrics are good tools for measuring the strength of scent
Describe why keywords are never to blame for low conversion rates
Effectively insert keywords into a landing page dynamically