Brian Eisenberg next went into a case study for Web Ex focusing on Conversion Rates.  In a typical conversion there’s the Driving Point (how they came to your site - something you can’t always measure or know) and where you customer enters your Sales Funnel. 

It’s at the point where the customer comes in contact with your funnel that you first have a chance to start the conversion process.   In order to convert your customer you must be able to answer 3 questions for every page and point in the conversion process.

1. Who are they?

2. What is the action you want them to take?

3. What motivates them to take that action and how do we measure that?

I don’t recall the details of the Web Ex case study and Brian did not place a presentation for download so i’ll leave the details out.  Brian ended his talk at this point and then several representatives of from Web Analytics software each introduced themselves and and gave a good and bad point for their software - I’ll cover that in the next post.