Brian Massey calls himself a Conversion Scientist and he has the lab coat to prove it. “Conversion” is the process of converting Web traffic to leads and sales, and his company, Conversion Sciences, brings this discipline to businesses of all sizes. Since 2001, Brian has built the marketing strategy and infrastructure for a number of technology companies. In 2006 he began championing conversion as the key to online marketing success. He has crafted online strategies for dozens of small and medium-sized businesses that drive their most valuable visitors to take action. Brian is the author of the Conversion Scientist blog at www.ConversionScientist.com and writes about behavioral marketing for ClickZ.com. He lives and works in Austin, Texas where life and the Internet are hopelessly intertwined.