Best ecomXpo speaker so far - Bryan Eisenberg

I've always been impressed with Bryan Eisenberg from Future Now. When it comes to improving conversion rates--persuasion marketing--he's the expert. I'm listening to a presentation by Bryan right now at the ecomexpo and once again, I'm impressed. He has some great real-life examples, and gives good insight into what it takes to improve your conversion rates. He says we should focus on these three questions:

1. What action do we want the customer to take?
   
2. Who are we trying to persuade to take action?
   
3. What does that person need to feel confident taking the desired action?
   

In the Q/A he reiterated that you need to give them exactly what they're looking for with your PPC landing pages, or people will back out quickly. You need to be sure to leave the "scent" of the keywords or info that they are expecting based on their search keywords.