Attendees at Wednesday's Search Engine Strategies conference concluded that driving conversion rates involves nothing more than what retailers have done for years: finding the right sales proposition to induce customers to buy the product, writes DM News (via MediaBuyerPlanner).

Chief technology officer of Toolbar.com, Brian Mark, said his company uses 682,000 very specific search terms instead of few general terms to drive conversion rates. The site also increased click-through rates by moving the word "free" from the second line to the first on an ad. General manager of Vintage Tub & Bath, Allan Dick, said his company had "an enormous change in conversion" when it increased efforts to showcase its free shipping offer.