“Conversion rate optimization, the practice of improving the number of visitors who take a desired action on your site, has been a hot topic in the last couple of years. There’s both an art and a science to the process of turning browsers into buyers, and drive-by readers into email subscribers, Facebook fans, and Twitter followers. In my opinion, no marketer should be engaging in this work without reading Robert Cialdini’s seminal work Influence: Science & Practice (Pearson, 2008), now available in its fifth edition.”