You Ask, They Answer: Conversion Conference 2012 Speakers’ Q&A Series 10

Conversion Scientist Brian Massey on the Hottest Conversion Trend, Biggest Optimization Mistake, SOPA/PIPA, and SF’s Famous Castle

Editor’s Note: With Conversion Conference 2012 San Francisco just around the corner, we thought it’s about time you learn a bit more from each of our speakers. So we put on our journalist/paparazzi hat and placed each speaker on the proverbial hot seat by asking four questions, including one which can be considered a burning issue for digital marketers and other professionals in the internet industry: the Stop Online Piracy Act (SOPA) and Protect IP Act (PIPA). From this day until the conference, we’ll be featuring a speaker and their answers to the questions so be sure to check out our blog regularly.

But wait, there’s more! You can join in and do some pre-conference engagement with our speakers by sending in your own questions through email, Twitter, or our Facebook Wall. We’ll make sure your questions get the attention they deserve and even feature them here.


You don’t meet many people with the ability to combine science and art. Not that science and art are antithetical; it’s just that folks are often good at one and not so much with the other. That’s why meeting someone as awesome as Brian Massey can be mind-blowing, to say the least. Yes, the conversion scientist is one of those rare people who can eat conversion data for breakfast and churn out beautiful copy by lunch time (if you’ve read Ode to the Big Red Button, then you know what I mean). Now here’s Brian’s take on the hottest conversion trend, the biggest optimization mistake, SOPA/PIPA, and San Francisco’s castle:


1) What do you think is the hottest trend in optimization or conversion for 2012?

Video. Definitely video. (If you want to know the reason why, check out Brian’s musings on the magnetic effect of drawn video)


2) What would you say is the biggest mistake people (still) make when it comes to optimization?

Not hiring the people they need along with the analytics and testing the software they install.


3) What’s your take on the Stop Online Piracy Act (SOPA) and Protect IP Act (PIPA)?

Written by the [music] industry, not by lawmakers. I’d say SOPA and PIPA can’t be trusted.


4) What’s your favorite place to hang out in San Francisco (that one place you just have to drop by/visit when you’re in the city)?

Julius’ Castle. (Note: Yes, it’s the famous castle that used to house a fine dining restaurant.)


We’re definitely counting the days till we meet Brian Massey again in San Francisco. We’ve actually met him at our previous shows – but that doesn’t mean we’ve gotten tired of him. I doubt we ever will.


Got a question for Brian that can’t wait till March? Post it on the comments section below, tweet it to us, or post it on our wall and we’ll make sure he gets it.


More About Brian

Brian Massey is the Conversion Scientist at Conversion Sciences and he has the lab coat to prove it. His rare combination of interests, experience and neuroses was developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, national speaker and writer. Conversion Sciences was founded to fill the Web with helpful, engaging and entertaining online Web sites that convert visitors into leads and sales. The company has helped dozens of businesses transform their sites through a steady diet of visitor profiling, purposeful content, analytics and testing. “There are places on the Web that make you feel like they were built just for you,” he says. “Is yours one of these? It could be.


See Brian Live!

Brian will be talking more about copy and its role in persuasion and conversion at the Conversion Conference 2012 on March 5th and 6th in San Francisco, California. Join him in his session on “Creating Killer Conversion Copy: Emails, Landing Pages, PPC Ads and More.” See the full agenda and read more about this session.

Want to save on your Conversion Conference Registration? Follow Brian on Twitter to say hello and request for a discount code!


P.S. Regular Pricing for Conversion Conference SF ends Friday, March 02, 2012. Don’t wait the last minute, register now to enjoy some savings while you still can.



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