SUMMARY: Over the past four years, Dell's Web team have tested a variety of tactics to get the average ratio of visitor-to-buyer as high as possible. Here's what they learned:
- Be more rigorous when using website metrics
- Use multiple data sources to drive site development
- Test, but be pragmatic
- Use urgency copy to drive response
Note: MarketingSherpa-reader Sam Decker caught our publisher's arm at the Shop.org show and volunteered for this interview. Everybody please thank Sam.