Top Conversion Optimization Resolutions for the New Year: Match Intent Before You Monetize

Just like you, we’re looking forward to the beginning of another year. As a tribute to one of the most enduring traditions around this time, we asked online optimization experts this question: “Which website optimization effort/s businesses should focus their skills and resources on next year to improve conversions (and the bottomline)?” We’re publishing their answers the entire month in the countdown to 2013 so stay tuned for more resolution must-haves in our upcoming posts 😉

Today’s CRO resolution must-have is from Jenny Halasz, President and Co-founder of Archology:


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“Well I’m an SEO girl at heart, so I’m going to say that optimizing how your site appears on search engines is a big win opportunity.

By taking advantage of custom description tags, schema markup opportunities, sitelinks, and video, you can make sure that your site will get the lion’s share of clickthroughs anytime you appear on the first page of a Google search result – even if you’re not ranked #1.

By matching the search query to the intent of the searcher as closely as possible, you can deliver a superior customer experience when they click through to the site and find *exactly* what they are looking for.

Then of course, you have to make sure the call to action is clear, and that it’s matched well to the intent of the original search. In other words, you wouldn’t want to hit someone with a “Buy Now” link when they clicked through on a keyword like “information about x”. A whitepaper download would be a better opportunity, since it meets their goal, and still allows you to capture their email address for re-marketing later.

The key to making great strides in CRO in 2013 will be understanding and monetizing all the ways people interact with your site.

More about Jenny

Jenny Halasz is President and Co-Founder of Archology Inc., a web services firm whose vision is to provide high quality web services to businesses of all sizes and verticals. Too often, quality small and medium size businesses are unable to afford quality services from noted experts, and large enterprises find themselves paying for reports and services they don’t need.

With experience in SEO and PPC, social marketing, usability, conversion optimization, affiliate marketing, and analytics, Jenny’s time in both in an agency environment and as an in house marketer ensure that she understands the big picture of any client’s marketing needs. She develops cohesive and customized strategies based on data points and client priorities to drive return on investment.

Jenny writes a column (Keywords & Content) for Search Engine Land, blogs at JLH’s Marketing Blog and has spoken at SMX, SES, Conversion Conference, Internet Summit and other industry and non-industry conferences. She’s an active twitter user, and is always willing to debate the finer points of marketing strategy with a fellow tech geek. She still lives in Raleigh, NC, but likes to travel whenever possible. Read more at or follow Jenny on Twitter @jennyhalasz.



Here’s an early Christmas gift: The agenda is now live for Conversion Conference West 2013 in San Francisco, April 15-17. But you can still double your savings with our Super Early Bird rates when you get your pass before Dec. 21.

Check out our awesome speaker line up and packed agenda!



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