You sell baseball bats. I need one for a 14-year-old entering high school. I believe the right tool can help make or break the experience, so I want to give my friend something that will be an asset. Trouble is, I don’t know the first thing about bats. And they aren’t exactly cheap!

So I’m sitting in front of a screenful of Google search results. I’m eager and ready to buy. I’m not stupid, I just need some help. I need to know the bat’s specifications and why a purveyor thinks one bat would work better than another for my situation. Features and benefits. Do that for me and you get the sale. How hard could it be?

Those pay-per-click search results immediately catch my eye, and they seem perfectly targeted to my query. I’m happy not to have to wade through the more elaborate results for this mission. And most of these are names I’ve heard of. Let’s pick ……

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Let me first swear up and down: nobody bribed me to write this and nobody is planning to pop my picture on their “packaging” (although I am receptive to offers!). We were just sitting around the offices one day feeling really happy. The source of that happiness? Folks out there had developed a particular application that helped us accomplish some task with a minimum of fuss and bother.

And that got us thinking about those applications without which we really couldn’t do our job well. So what essentials are in the prop room of a conversion rate marketing boutique? Walk this way …

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Read the entire newsletter: Volume 95