“With this attribute, web developers can drive conversions on their sites by marking their forms for auto-completion without changing the user interface or the backend,” says Google software engineer Ilya Sherman.

In a proposal for the attribute, it says:

Autofill agents save users’ time, and help site authors convert users in purchase and registration flows. Autofill works best when site authors are able to directly provide hints to autofill agents as to what data belongs in each field.
…

We believe that website authors have strong incentive to facilitate autofill on their forms to help convert users in purchase and registration flows. Additionally, this assists users by streamlining their experience.

As an example, Google shows this:

<input type=”text” name=”field1” x-autocompletetype=”email” />

“We’ve been working on this design in collaboration with several other autofill vendors,” says Sherman. “Like any early stage proposal we expect this will change and evolve as the web standards community provides feedback, but we believe this will serve as a good starting point for the discussion on how to best support autofillable forms in the HTML5 spec. For now, this new attribute is implemented in Chrome as x-autocompletetype to indicate that this is still experimental and not yet a standard, similar to the webkitspeech attribute we released last summer.”

The proposal for the attribute can be read in its entirety here.

In Analytics, conversions and ecommerce transactions are credited to the last campaign, search, or ad that referred the visitor when he or she converted,” Google says in the help center. “But what role did prior website referrals, searches and ads play in that conversion? How much time passed between the visitor’s initial interest and his or her purchase?”

“The Multi-Channel Funnels reports answer these questions and others by showing how your marketing channels (i.e. sources of traffic to your website) work together to create sales and conversions,” it says.

The reports are generated from conversion paths and sequences of interactions (clicks/referrals) from the 30 days that led up to each conversion/transaction. Conversion path data looks at paid/organic search, referral sites, affiliates, social networks, email newsletters, display ads, custom campaigns, etc.

Here are a couple videos about Multi-channel funnels, including a walk-through:

Google Analytics users can use the reports by clicking on the My Conversions tab. AdWords customers are encouraged to link their accounts with their Analytics accounts.

Starting today, Google says, uses will see complete data in the reports for the past two months, but they’ll be expanding it to include data dating back to January over the coming days.

Social media, as practiced today however, largely represents a means, not a means to an end, or said another way, social media is missing actions where the purpose is to achieve something significant. Social media marketers must learn to introduce clicks to action and also study from the book of conversion science in order convert engagement into measurable and meaningful activity now and over time.

Actions Speak Louder Than Words

The socialization of online media is forcing brands and publishers to migrate from a state of business as usual to new paradigms of business unusual. As social networks are rooted in valuable conversations and connections, it’s inviting companies to participate as long as thy do so authentically and transparently. Talk is cheap however, and actions speak louder than words. As such, the opportunity to convert attention into impact is largely untapped. Many of the celebrated examples in commercial social media have yet to define what it is that they hope to cause and measure beyond conversations, share of voice, and the population of their tribe.

Engagement through conversation is trivial. But, to reach people where their attention is focused and compel them to take an action that goes beyond response and sharing is artful and powerful. And, it’s attainable. Goals, clearly defined objectives and milestones, combined with conversion science emerge as imperative sources for engaging and driving desired outcomes in these uncharted networks.

Conversion Science

If we do not compete for attention, we are then absent from hearts, minds and decisions of our customers and the individuals who influence their decisions and actions.

Once attention is captivated, the real question is, what are you going to do with it?

The answer is to introduce a "call to action" in new media to intentionally define experiences and outcomes so that we can measure the corresponding results and activities to learn and improve. And, conversion science is at the heart of the best digital campaigns today.

Conversion science is essentially the study of converting impressions into actions and how to then improve engagement and conversion rates over time.

While conversations are helpful, they are not in of themselves, catalysts to action. It’s the conversion of conversations to transactions that leads to organizational relevance and transformation. This idea is something that is readily absent from many social media programs today, but it is through the introduction of conversion events that we can measure reactions and thus improve experiences. As such, metrics and the ever-elusive ROI in social media is not only measurable, it is perfectible, and this is why conversion science is critical to success.

In order to convert attention into desirable outcomes however, we must:

- Create programs with an "end" in mind (What do you want to cause, change, inspire, sell, build, organize, etc.)

- Introduce conversion opportunities through existing and emerging touchpoints

- Measure performance

- Increase conversions

Conversion science isn’t new. It is exactly how many of the best web professionals in search, e-commerce, design, analytics, advertising, and direct marketing achieve astounding results. Brian Massey, "The Conversion Scientist," believes that most marketing departments use conversion is a metric and he’s right, if they’re even capturing conversion rates at all. Conversion science is just that, it’s a science and, as he says, "It is about understanding your visitors, knowing their stories, and creating content and experiences to deliver what they are in need of."

And it is through the study of conversions and corresponding behavior that we learn to perfect the:

- Definition of the actions we wish to trigger

- Mechanisms to capture activity

- Systems and channels we use to attract attention

- Focus and caliber of the individuals who help us carry our intent and value across relevant social graphs

- The relevance of the social objects we create and distribute online

Data is a Fountain of Inspiration for Social Marketers

Conversion science is the fusion of left and right brain activity to foster creativity, and innovation through analysis. When combined with initial listening and research, conversion science ensures that digital programs rise above the noise from beginning to end. Social media programs that are data driven are inspired by insight, not guesswork, and as such, will outperform any program driven only by great ideas.

Imagination supported by data leads to educated experimentation where the results are intentional and examinable. Analyzing, ideating, researching, and learning create a virtuous digital cycle with value, relevance, resonance and business performance as beneficiaries.

Perhaps one of the most profound results of introducing science and data into the mix is that they inherently speak the language of executive management and the decision makers that green light our programs. When captured and organized accordingly, they can be presented to merit support and justify budgets and resources. Demonstrated consistently over time, data and interpretation also makes the case to expand programs and budgets.

Studying what fuels or inhibits social media conversions is a rich source of insight that is necessary to demonstrate market attentiveness while also sharpening our marketing prowess. Through the gathering and interpretation of data, we can unlock imagination to inspire artistry and innovation. It is this marriage of data and creativity that saves time, resources, and energy in the design of social objects that are relevant with outcomes that are simplified and literally, scientifically engineered to work. As attention is scarce, conversion science helps us tell our story in a way that is consumable, shareable and actionable. As Elvis Presley once famously sang, "a little less conversation, a little more action."

Originally published on BrianSolis.com

WebProNews and the iEntry Network have launched a new WordPress plugin utilizing this tool. With WordPress being the most popular blogging platform, and Facebook being the most popular social network, we think a lot of people will be interested. 

"Registration is an integral part of any web presence," says Mike Marr, who developed the plugin. "It puts a name to our virtual guests – an otherwise very difficult task." 

"Facebook’s Registration Tool gives developers a familiar face from which users are encouraged to register, all the while streamlining the process for the vast number of existing Facebook users," he adds. "It makes sense that you would want this tool as a part of any website, including those powered by WordPress. Thus, we simply put the pieces of the puzzle together, and want to share with the community what we’ve come up with."

As Facebook’s Paul Tarjan explained when the company launched its tool, it can minimize the friction associated with signing up for a new account. That means a possible increase in conversions.  

Install the plugin from your WordPress back-end, or download it from WordPress here. To activate it, use the "plugins" menu option in your admin control panel. You’ll see a "Facebook Registration" options page under settings. Just enter your Facebook App ID and App Secret here. 

 The WordPress plugin requires WordPress version 3.0 or higher. Of course we would love feedback on the plugin, so if you have any comments or questions, or have issues with it, email developer Mike Marr at marr@beyondwp.com.

More info about the plugin can be found at BeyondWP.com.

There are of course ways you can increase your traffic flow using PPC and other, more instant traffic strategies (eBay, shopping engine inclusion and placement, etc.) but in this article I’m going to touch on a few very simple resources and tools to help you make the most of your current traffic. Some will cost you – some are free but all these strategies, tools and resources are ones I’ve used myself or on client sites with great success. So let’s begin with the conversion-enhancing tools first and then we’ll get into resources:

Trust Symbols & Testimonials

Everyone from conversion expert Tim Ash to your aunt will tell you one of the things they base a buying decision on is trust. Would you buy your new iPhone from the guy standing on the corner? Why not? Trust – that’s why. The web is the same – only more-so as the assumption is generally that you are the guy on the corner and it’s up to you to prove otherwise. Trust symbols and testimonials can go a long way to helping people feel comfortable with giving you their credit card number, sight unseen.

A common mistake is to place the trust symbols and testimonials below the fold. Let’s face facts – you have about 5 seconds to grab somebody’s attention when they first visit your site. You have 5 seconds to gain enough trust that they’re willing to spend time looking through your site. We’re all busy – if you don’t have my trust quickly – I’m gone. Place your trust symbols and testimonials where they can be quickly seen. Trust symbols can range from the logos of major brands who’ve used your services or shopped at your store to the symbols of your security certificate provider, organizations or security seals. Here are some of my favorite trust symbols:

McAfee Secure

I started using the seal back when it was HackerSafe (who was purchased by McAfee) and I, along with a number of clients, have seen double digit percentage increases in conversions after adding it to our sites. The interesting part is that it’s even useful with non-ecommerce sites. Our site for example is not an ecommerce site but our forms filled goes up when the seal is there and the phone rings more often. It’s just a matter of trust. Our ecommerce clients have more dramatic results obviously.

Organizational Seals

If you’re a member of the Chamber of Commerce, Better Business Bureau or other well-known organization why not show the world? These seals imply an ethics and commitment to certain standards and also give the visitor a feeling that there is a recourse if you treat them incorrectly.

Payment-related Seals

We all recognize the major credit cards, we all recognize Verisign and the other major security certificate providers and we all recognize PayPal. People may not know why these things matter – but they know they do. People may not know what encryption is but they know they don’t want to enter their credit card without it. Make sure that at the very least you have these seals clearly on the purchase pages.

Testimonials

Hearing about experiences from past clients can go a long way towards bridging the gap between you as a website and you as a client-conscious human-run business that happens to have a website. So much of the online world is faceless and cold – let your visitors read about the experience of people “just like them” and how you helped those people.

Just Some Other Tips From The Water Cooler

Before we move into some helpful tools and resources you can use to help increase your conversions here are a few other very simple steps I’ve found can instantly improve conversion rates:

• Put your phone number in your header. Call volumes will increase your sales significantly but your non-call in sales will increase too. Your phone number is a sign of trust. It is a sign that people CAN call you – even if they don’t. Even when I’m building affiliate sites I’ll often put in the product manufacturers phone number. Yes I’m losing sales from direct call-in orders but I gain more in online sales than I lose. At the end of the day I’m ahead – imagine what happens with sites where you’re answering the phone.
• Make it a toll-free number. At Beanstalk we used to have a standard telephone number and had it up on the site. The week we switched to a toll free number the call volumes increased significantly. It’s funny as people were about to spend hundreds and thousands on our services and a long distance call these days would have cost them a whopping 50 cents or some such thing but the switch made a sizable impact on inquiries.
• Put links in your copy and draw the eye to them. If you’re talking about blue widgets on your site, link to your blue widgets page where they can enter the buying cycle. Sure it’s an SEO strategy as well (2 birds, 1 stone … excellent) but more to the point here is to help your visitors get into the buying cycle before they realize they can look elsewhere. “Oh heck, I’m already here and how much could I save looking around really?”
• Don’t put up barriers. I’ve been on a number of sites (and even had a client with one) that have a warning on their shopping pages to the affect, “If you don’t trust online shopping give us a call!” Well, they probably trusted online shopping until you told them not to.
• Build information into your site. One of the worst things that can happen is that you have an excellent site, you’ve displayed your products wonderfully and got the person ready to buy. Unfortunately they just don’t know what some term or another means or what they might need to go with it and since you don’t have the info on your site – well they’re just going to quickly Google it. Oh, there’s the info – oh, and that site offers free shipping !!! Ouch.

I don’t want to give you too much to work with. Do that and of course one runs the risk of becoming paralyzed with information. If you get through this set and are looking for more little tweaks I recommend reading Tim Ash’s “Landing Page Optimization”. To reinforce my earlier point – notice the McAfee logo to the top right of their site.

Widgets & Tools

As with virtually every area of Internet Marketing – developers have built tons of widgets and tools – many free – to help you. Generally they’re to show you what they can do (sort of a “if we’ll give you this free imagine what you can pay for” kind of angle. And sometimes it’s just for links (which, since I’ll link to them from this article – is working well for them).

Here are some of my favorites that can help you over a very short period of time:

Attention Wizard

Most of us can’t afford to have full eyetracking studies done for our sites. To help us out the SiteTuners folks have created a heatmap system that will scan an image of your page and show you a heatmap version of it tracing what they believe the eye will do (based on an algorithm – not human interaction so it’s not 100% accurate but it can give you a good idea of where some failing points may well be. They offer a free account so hey – can’t beat the price.

As a note – the first time I used it I wasn’t thinking and fed in an image of my whole page. The eye was drawn to the footer according to the heatmap. Make sure you only input an image of the portion visible on the most common resolutions of your visitors. If you don’t know how make an image of your site – the easiest way is with the Firefox extension Screen Capture Elite.

ClickHeat

ClickHeat is a very cool heatmap generator that uses Javascript to track visitor clicks and then will allow you to view your page with a heatmap overlay of the clicks to see what people are REALLY doing on your site and how they’re navigating from one place to another. We’ve found this invaluable in maximizing our real estate but it required high traffic levels to be effective quickly.

Website Optimizer

A lot of people like to make changes to their website in hopes of increasing conversions but do they test the new pages? Google created Website Optimizer to allow webmasters to test 2 landing pages and get statistics on which page converts better. We tested a new services page and the one I liked most …. lost. Know what I like better than the losing services page? Conversions. If you’re planning on applying any of the changes noted above (or others you find elsewhere or just dream up yourself) be sure to do some A/B testing. Website Optimizer is a simple way to do this.

Conclusion:

There are tons more tools and resources out there but there isn’t much time left before the holidays. Start now and get to work. And of course – once the holidays are over keep going, no matter how optimized your site is for conversions there’s always a weakest point. Keep watching your stats and keep thinking about conversions.

Oh – and happy holidays.

Why Landing Page Optimization is Critical

"Landing page optimization – it is critical," he says. "If you have an account that has several thousand clicks and no conversions, it’s the landing page. That’s always the issue."

"A lot of people don’t really get some of the high-level landing page testing," he continues. "Step one is where do you send the traffic, whether it’s…rarely the home page, but it’s a category page, a product page, an about page, so forth. And then it really comes to laying out the page itself."

Think about it from the user perspective. How much of a page do you take in before you leave or convert? The whole thing? I doubt it. 

"The most missed element is that whole concept of ‘above the fold’ – what’s displayed in the browser when the page first loads," says Geddes. "80% of [the] time, 76% of clicks occur in that above the fold section, so if that call to action isn’t there, it doesn’t matter how good your page is."

"Every page really has a goal to it – what you want someone to do," he continues. "So certain pages you’ll have actually won’t be conversion-based pages. They’ll be more segmentation-based pages or so forth. But every page you send traffic to, you should have a primary goal, which you want someone to do."

"So, if you’re a lead gen site, you obviously want a form on the landing page," Geddes adds. "If it’s an e-commerce site, you want a buy button. It sort of depends on what kind of site you are. If it’s a local business, you want a phone number and driving directions, but your conversion action has to be on that landing page. It should be above the fold, clearly visible, easy to understand contents. Minimize distractions."

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Why Less Conversions Can Mean Greater Revenue

"We have a blog that has a huge amount of traffic on it, but had horrible conversion rates, so we essentially moved more conversion elements to the blog, and what happened is, the site’s overall conversion rates dropped significantly, but our revenue went up a lot, because all of a sudden we’re bringing more people into the funnel," Geddes explains.

"So that’s where conversion rates are interesting, because you kind of measure it from the point of the user – where they entered your funnel, so…it dropped our conversion rates…a thirty or forty percent drop in conversion rates," he says. "Probably a 20% increase in revenue. We just essentially brought more people into the funnel to buy."

Everyone wants traffic, and there’s no question. If the traffic’s not there, you can’t convert it. That said, it doesn’t end with getting a lot of traffic. You can’t just get people to your landing page. That page has to make them want to perform the action you are trying to get them to perform. 

"It’s not about the traffic. Traffic gets someone to your site," says Geddes. "The page then has to pick up the traffic to actually convert it."

You might want to worry about that before you start worrying about how to get people to your site.

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As a business, it’s great to get out there and engage with customers. It’s great to use a variety of social media channels to open up communication and spread your marketing message, but what a lot of business decision makers might not realize is that it can be the combination of tactics that work much better than any one strategy.

Social media marketing can be broken down into three categories: earned media, paid media, and owned media. This is how Maggie Fox, CEO of Social Media Group presents it. Social Media Group, by the way, counts brands like SAP, Ford, Yamaha, ING Direct, CNN, and Thomson Reuters (to name a few) among its clients. 

Do you you use a combination of earned, paid, and owned media? Let us know. 

"In the simplest possible words, earned media is when someone says something about you rather than you saying it yourself," Fox tells WebProNews. "Paid media is when you then pay to place your content on a third-party channel, and then owned media would be your own channel, so when we’re talking about social, there are social components to all of these things, that would be something like Twitter or Facebook, or you know, your own social website."

"You can take earned media, for example, it’s very expensive to generate, particularly when we’re talking social, it doesn’t have a huge reach," she says. "If you do, say, a blogger outreach program, you know, perhaps you might reach a couple hundred thousand people. They might consume your content, and realistically for a big brand, that’s not enough to move the needle. You need hundreds of millions of impressions, but you’re just not going to get it through earned social, so then what you can do is take it and amplify it through paid, so there are paid opportunities on places like Digg, Outbrain, StumbleUpon…things like that, where you can actually amplify that content to a much larger audience and get the benefit of it."

"And then you can also syndicate it through your own channels, so there are…most companies have multiple channels, so you might have something on Facebook, you might have Twitter, you might have YouTube, you might have Flickr," she continues. "You have all these different places you can publish content and work them together in a very concerted, sort of orchestrated fashion to get a lot of people consuming content that’s very favorable to you. So it’s really about orchestration. How do they all work together?"

Orchestration That Increases Clickthroughs and Conversions

Finding the right mix of these three types of media may just net you a significant increase in conversions. The way Fox describes it, it almost seems like it should be automatic.

"We certainly see with paid social that we typically will see a clickthrough or conversion rate of about half a percent against…a program we recently did for a large publishing company…we saw a conversion rate of .55%, so when you compare that to typical display, which is (being very generous) often around .09%, the results are obvious," she says. "There’s an obvious reason why you would choose to leverage some of these platforms, so what we often see people doing is rather than using marketing materials and these paid places again…you take that earned media and take people saying good things about you, as opposed to you saying good things about yourself, and get it to a broader audience."

Still, a lot of businesses don’t seem to be latching onto the three-prong approach Fox describes. Many are just after the earned media, which can be great, but it’s not necessarily going to maximize a campaign’s effectiveness. 

"I think there are a couple of reasons. I think the primary reason is that they’re unaware of it," says Fox. "That’s changing though, because we certainly see large advertising networks establishing groups to kind of crack the nuts of emerging paid platforms. They recognize that the effectiveness of existing platforms largely is starting to diminish…that advertisers are demanding more results, and so there are emerging places and ways to get the .55% instead of the .09%, so they’ve gotta figure it out."

"In terms of the ways people aren’t using it, it’s largely that knowledge," she adds. "It’s the knowledge of ‘how do I do this? What do I do?’ and then the other part of it is, interestingly, services. We see the ratio of media to services to do this properly – to get those results – actually being quite high compared to what you would see from traditional creative, but the results are so much better, so for example, just to…give some data points, we recently did a project for a client where we saw four and a half times the clickthrough rates of what you would see from a display campaign using the same amount of media in the same time frame."

On using social media in general, Fox says, "At the end of the day, it all comes back to a simple thing, and that’s fishing where the fish are. The primary business reason is 70% of people who are online spend time on social platforms, so go where they are."

There’s an interesting study making the rounds, looking at when Facebook users are most active. It may also help to go where they are, when they are there.

Jesse Haines with Google’s Mobile Ads Marketing Team writes, "Esurance developed an iPhone app that provides users with quotes, insurance information and claim resources. They also launched mobile optimized landing pages for the campaign so that potential customers could easily get information via the mobile web.  Additionally, Esurance ran click-to-call ads on both feature and high-end mobile phones.  With click-to-call, an interested person could get in touch with an agent to obtain a personal quote in just a few steps.  To track the results of the campaign, Esurance used unique 800 numbers in their ads and optimized performance as soon as the campaigns went live."

"The results were impressive. Esurance significantly reduced acquisition costs, acquiring customers at 30% less than through other marketing channels," continues Haines. "They also boosted conversion rates.  Click-to-call mobile ads drove a 30%-35% higher response and a 5-10% lower cost per click on mobile than on online."

The full case study is here. In it, Esurance’s director of online marketing Tolithia Kornweibel says, "Google mobile ads with click-to-call allow us to put an interested person in touch with a licensed insurance agent or dedicated claims representative, or obtain a personal quote on a mobile phone in just a few simple steps. Google’s mobile advertising solution is not only more convenient and faster for customers, but also is a less expensive lead acquisition vehicle for us."

Have you used Google’s Click-to-Call ad? Have they been successful for you? Let us know.

Is the new data being provided by Google of use to you? Tell us what you think.

How This New Data Can Help Site Owners

WebProNews spoke with industry veteran Jill Whalen of HighRankings about how this new data can help site owners. "In the past, I haven’t found the data in Webmaster Tools all that helpful other than the occasional finding of a crawl error," she says. "Some of the information they provide isn’t quite accurate, such as when they say that certain Meta descriptions are duplicates when they actually aren’t. These inaccuracies cause people to wonder what they’re doing wrong and in some cases they even panic or waste time ‘fixing’ things that were not broken in the first place, just because they believe everything that comes out of Google."

"This new data–assuming it’s accurate–provides a new layer of information beyond that which we can typically get elsewhere," Whalen continues. "As far as I know, there’s no other way to know the actual number of times an organic listing in Google is shown to people for a given keyword phrase. That’s pretty interesting and important information!"

"Where I see some real value, however, would be in conversion optimization–trying to increase the clickthroughs for your existing organic listings. Just knowing what your clickthrough conversion rate actually is, is a whole new set of data that we never had before."

Another industry veteran, Aaron Wall of SEOBook, tells me, "For years Google has provided some mystery meat data of marginal value and so I typically have not recommended registering with their webmaster tools. But this is the first tool they have offered which flips that recommendation on its head, as these stats give you new insights into how you are doing in search – data that is not easy to get anywhere else." He’s got an interesting post up about it himself.

How Accurate is the Data?

Google’s addition of the new data has been met with a great deal of enthusiasm. Comments on Google’s announcement are overwhelmingly positive. That’s not to say, however, that there isn’t some amount of skepticism.

"As I said, this data will be very useful if it is indeed accurate. There’s been some Twitter buzz from other SEOs whose data doesn’t match up with their Google Analytics," says Whalen. "For our High Rankings website, the clickthroughs for any given keyword phrase didn’t exactly match what my Google Analytics showed for the same keyword phrases, but it was fairly close. For instance, my top two Google organic keyword phrases showed 3,020 and 1,193 visits when using Google Analytics. Via Webmaster Tools, the same keyword phrases show 2900 and 1300, respectively. That’s pretty close. Perhaps they’re sort of just rounding off (in a strange kind of way!).  Other phrases had similar differences in the numbers."

Regardless of how precise the information is, webmasters have some new numbers to sink their teeth into, and assuming that many more share similar views to Whalen’s this might make Webmaster Tools a great deal more useful to a lot of site owners. In fact, a lot more site owners may soon be using Webmaster Tools for the first time. Google also just announced a new deal that will insert Google Services for Websites into the latest version of the Plesk Panel, which is said to be used by millions of site owners. Webmaster Tools is part of that Services for Websites package.

Will you find this new data from Google useful? Let us know.

"We launched Conversion Optimizer in 2007 as a tool to improve your campaign ROI," says Emily Williams of Google’s InsideAdWords crew. "Conversion Optimizer analyzes your conversion tracking data and automatically adjusts your bids for each auction. Over the past few years, we’ve been pleased to hear from a number of you that you’ve seen significant ROI improvements after implementing Conversion Optimizer. In fact, analysis indicates that, on average, those of you who use the tool experience a 21% increase in conversions along with a 14% decrease in CPA."

That analysis is based on Conversion Optimizer campaign performance over a year’s time, with a control set of campaigns.

"This latest update to Conversion Optimizer was made in response to your feedback," says Williams. "We’ve heard from many of you that you’re more accustomed to thinking in terms of a target or average CPA when it comes to managing your online advertising (as opposed to the Max CPA bids which the tool has historically required). We hope that having the additional Target CPA bidding option will make it even easier for you to boost your AdWords ROI."

To use the new Target CPA bidding feature, advertisers can go to the settings tab in their account, and go to "Focus on Conversions". From there, just click Advanced Options. Conversion Optimizer itself is only available for campaigns using conversion tracking, and have received at least 15 conversions over the last 30 days.