I went to the first in the series of nine AdTech Impact Conference today. I thought the conference was well done from the stand point of a focused set of topics (primarily measurement and optimization), quality speakers (except for the guy from TrueEffect - I still don’t know what they do) and the local talent. Most of the smart local digital marketing people were in attendance. My favorites were Howard Kaplan from Future Now, Inc. who spoke about using personas to increase conversions and Frederick Marckini from iProspect who presented case studies and best practices on search - smart guys.

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The first step to improve conversion is to understand and improve the top of the website funnel. When looking at your website analysis tool, take a look at the exit rate from your top entry pages. You should have a short visit rate of under 20%. The discussion below is based on using ClickTracks - a good mid-level analytics tool. Here are some thoughts to minimize your short visit exit rate.

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