Best practices in conversion: our new site


Our new site doesn’t look that different, but we made a lot of changes (to the site and the company) — I got tired of telling customers the “right” thing to do, and not doing it myself.

  • We converted the whole site to .php and added a WordPress blog (see? you are reading it.) I was getting so much link love over at Blogger, and it was such a split strategy. It will take a while until we have the kind of links here that we had over there, but it will come. Especially if my friends help and change our address on their blogrolls to …
  • We created great onsite search and onblog search. Go ahead and give it a test ride. Lots of people go to sites and start with the search box; I just wanted ours to be as good as it could be.
  • We now have a custom 404 error page, so that visitors don’t feel chastised when they ask for a page that has moved. Whether it’s your mistake or ours, we’ll take the blame.
  • We moved our email marketing sign-up (which is only one by one, very small) above our contact form, on every page. That way, both of them are above the fold.
  • Our form now includes a captcha (“the human test”) so that the robots and bots don’t spam us with fake forms all day long.
  • We changed our secondary navigation to include both Google Analytics and Multivariate Testing. And we moved KPIs and Software selection off of our navigation. This is because all the people who asked for KPI help wanted help with key performance indicators on the factory floor. It’s because people would call and ask such easy software questions that it broke my heart to charge them. And of course, it’s because LunaMetrics became a Google Analytics Authorized Consultant. (GAAC)
  • And speaking of the whole GAAC thing, we have three new hires! We have a new summer intern, Heather Dezayas, we have Stephan Mack, who is going to become an expert at Urchin and configuration of Google Analytics; and Shareen Jordan is going to join us as Director of Web Analytics. I think Shareen will have her work cut out for her in analytics AND multivariate testing AND conversion science. Both Shareen and Heather are starting right after the Summit. Where I hope to learn more about all the things I haven’t had two minutes to learn about WordPress, which is mostly everything. (Like all those plugins that Justin sent; I haven’t had time to touch them.)


Our founder, Robbin Steif, started LunaMetrics in 2004. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a Diamond Award for business leadership. In 2017, Robbin sold her company to HS2 Solutions and has since retired from LunaMetrics.

  • Hi Robbin,

    Congrats on the conversion and all the great change happening at Luna. I look forward to meeting your crew some day.


  • Hi Robbin,
    I just did 3 things:
    – made sure the RSS feed was available from
    – updated my post about web analytics conversations at
    – updated the Web Analytics Co-Op search at

    Nothing better than a well fitted shoe-maker! πŸ™‚


  • I’ve updated your link on my site. Kudos to you!!

  • Nice work! I do like the anti-spam alternate. Used to take me 2 to 3 attempts to get the Blogger one.

    I believe I’ve corrected all the old regex postings/articles, but do let me know if I missed any. Heh. Assuming you even get any traffic from ’em. πŸ˜‰

    One extremely minor criticism. Tracking down one of the older regex articles of yours to get the correct new address. Found. No worries. Went to go back to the beginning and tried to click on the “Blog” in the image at the top of the page to nil effect. And then had to hunt to find the “blog home”. Like I said, minor. πŸ™‚

    Out of curiosity? At what point in the Global Domination Strategy of LunaMetrics’ will an office be opened over this side of the pond? πŸ˜‰

    – Steve

  • Hi Kevin. You were one of the people I was thinking about – it is always such an honor to be on your Mine That Data blog (no pun intended with the honor part. You have a list of honor, right?)

    Steve, when I start an Australian office, I am going to hire you away from that company that doesn’t appreciate your talents (whomever they are) and put your in charge. But first, you have to explain the RegEx post problem, I still don’t understand it.

    You are both so sweet. (As is Justin, but I won’t write to him here, he posted two days ago before we went live. “It’s that .77 something IP address that keeps sending me new links?” he asked me.)

  • Hi Robbin! I like your new blog-site. Very clean look and layout

    …and it works with IE6 πŸ˜‰

  • Yeah, love it too. somebody just visualize what they need to do before they go ahead and do it. It’s amazing.

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