We're always looking for new perspectives, or well-written captures of known perspectives on the topic of conversion. Hot off the (electronic) press, we'd like to recommend that our readers check out The Art of Online Conversion: Four Steps From Interest to Acquisition
by Brian Dempsey in today's marketingprofs.com.
Simply put, Brian takes a look at the contribution made by search engine strategy (SEO/SEM), design, targeted content development (solid copy) and a clear and easy pathway to making the purchase at (four) different stages of the buying cycle. Note that he refers to the "buying cycle" not the "sales cycle," which is to us a clear indication that he "gets" conversion at its essence.
The article is short and to the point. Take a minute to read what Brian has to say. It's worth a look.