In this session, John Marshall, CEO of Click Tracks, made a really good presentation on “the anatomy of a click”. He explained exactly what happens when someone clicks on your PPC ad, and used this explanation to account for the discrepancy between the different traffic numbers that each web analytics program puts out for the same inquiries.
Google marketing manager Jeff Gillis spoke of a new and upcoming Google product called Website Optimizer. This new product aids the process of testing the affects of different content on a web page, and ultimately which content engages your visitors the most and leads to conversions. Also, Jeff mentioned a valuable resource for any web marketer that gives helpful information on how to convert visitors, it’s called Converison University.