Convert!: Designing Web Sites to Increase Traffic and Conversion

I propose a variety of different strategies, each addressing the current level of awareness of real-world markets, which I estimate using keyword research.

might express the range of possible searches in a semantic matrix like this: (Problems) × (Treatments)

In marketing and design, just as in science, previous theories exist that describe how things should work. It is foolish to ignore the lessons of the past

you have to use heuristics (rules-of-thumb) from received wisdom to help direct your creative energy.

only try ideas that you have reason to think will work,

rely finally on the results of your own tests,

The sole purpose of your web site is to deliver complete propositions to your target visitors. The form of any proposition is, “This is how what we do addresses your need.”

before you start to optimize, you should start from your very best first guess, using the very best intelligence available.

Depending on the page, the next step may be a goal conversion, or a step up the Awareness Ladder.