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We use data to drive creative decisions. But never think that data accomplishes anything without creative, human guidance. Applied correctly, data will allow you to be more expansive in your allocation of color, metaphor, absurdities, alliteration, rhyming, pace, timber and all of the other things great communicators apply to make communication truly effective.

 @PeepLaja I love the unconventional, and Peep Laja of ConversionXL has assembled a great list of creative landing pages and strategies.

If this doesn't get you excited about your next landing page, I don't know what will.

 @crestodina I spoke at the Conversion Conference #convcon this week about flipping your message according to your Web visitor. This can be applied to subject lines, search ads, display ads and landing pages.

One of the most powerful "flips" is between the four kind of visitors outlined by Bryan and Jeffrey Eisenberg in their book Waiting for Your Cat to Bark?.

Here is a creative twist on the four kinds of visitors you'll encounter on your website: video game characters.

Is the page, post or email you're working on right now targeting Frogger or Mario or Galaga or PacMan?

It should.

Bryan and Jeffery Eisenberg often say, "You can't read the label from inside the bottle." It means that you can't really see the solution to a problem if you're too close to it.

This may be a good argument for bringing in consultants for your most important business processes. After working with a client for a year or more, we often find ourselves inside the bottle with them and have to get outside influences to read the label.

Apparently, there is a firm psychological principle at work here that can be measured. What does the label say on your business bottle?

 @KISSMetrics makes the point that plain is the new sexy; conventional websites sizzle. This article offers scientific proof that we consider a website "sexy" if it presents information as we expect it. You don't need to pay a creative team to come up with a unique site. In fact you will probably have to reel them in a bit once you've completed this article.

Barry Feldman @FledmanCreative leads this article off with a most vivid depiction of our end goal: "Start with a dead mouse." This is the ultimate goal of our content marketng. We want to accomplish something. The rest is equally as creative. My new book discusses content in the conversion process at length. I hope it is as entertaining as Barry.

 @KISSmetrics offers a fantastic tour of landing page best practices. They offer 50 points with an example for each from businesses that have been successful on the Web. From seductive headlines, to creative copy to building trust to design, you will be inspired for your next landing page development task. 

The science we love must be entertaining, and what's more entertaining than finding more revenue hidden in your website? This creative little video does a great job of making string theory entertaining. It'll introduce you to words that will make you a hit at scientist parties, too. Thanks Roy H. Williams for the link.

I'm giving away free copies of my book Your Customer Creation Equation: Unexpected Website Formulas of The Conversion Scientist. There are no strings attached.

Starting December 15 and running through December 19th, my book will be completely free in the Amazon Kindle Store. Just click on "One Click Buy" during the promo dates, and it'll be delivered right to your Kindle free of charge.

Don't have a Kindle? Never fear. You can read it on the Amazon Cloud Reader on your computer, or through the free Kindle App available for your Smartphone or iPad.  

  So what is this book I am offering for free? It's called The Customer Creation Equation: Unexpected Website Formulas of The Conversion Scientist™. It gives readers the foolproof formulas to creating a website that not only gets the right traffic, but converts that traffic to customers, returning customers and advocates.  

Some of the great things you'll learn in this book:

- Identify the unique customer creation formula for your site. - Set up your own digital conversion lab to measure your progress. - Develop landing pages for your site that actually deliver. - Charge your marketing "batteries" to reduce your advertising expenditures. - Communicate authoritatively with designers, developers, and executives.

So please, do not buy this book.  

Go over to the Kindle Store and get your copy absolutely free. Your website will thank you for it.

Taking a conversion approach to your website comes with some new thinking. There are challenges, unknowns, things that can't be predicted. There are plenty of disappointments among the wins. I wish I could tell you differently.

This little video makes you ask the question, "Am I open to possibilities or am I one of the roadblocks that will kill a performance-oriented marketing effort before its grown wings?

I find myself falling into some of these traps myself. Thanks to Roy H. Williams and the Monday Morning Memo for this.

This would be funny if I didn't see copy like this on site after site.

If you learn visually, this will teach you much about landing pages.

TransferWise has twice the valuation of WorldRemit even though they both started about the same time.

Could Worldremit have tested their way to a marketing strategy that made them competititve with TransferWise? We think so. But TransferWise figured it out, and when they did, they didn't let go.