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@simonpenson oh I think it's an absolutely superb concept. Personalisation of a website's message based on referral factors has proven to work, and ideally we want to personalise the message based on the persona (a concept also elegantly explained by Mike in earlier posts on SEOmoz and elsewhere).But if I am to sell this to clients - complete with investments in development and a potential trial & error period - I'll need some hard data to back it up. :)
Clever approach Mike. One question though: maybe I'm missing something here (and that is a distinct possibility as I've only had one cup of coffee so far) but how do you correlate rankings with need states - except from just trying stuff out and see what type of message converts best with which ranking? Also, is there any data available that proves that different rankings correlate with different need states and thus require alternative messaging for optimal conversions? Theorising about this sort of stuff is great - and definitely a fun past time - but before I spend client fees on this sort of thing I'd rather have some data to back up the proposal. :)