Search campaigns are great for driving traffic to a target site; if they were not great at it, pretty much everyone reading this blog would be out of a job. We have also gotten pretty good at tracking people who are coming in from search ads. While their click is greatly appreciated and all together awesome, we love to keep an eye on them until they fill out a form or hit a certain page so we can put one more tally mark in the “Conversion” column in a massive Excel spreadsheet. These conversions are the impetus for our happiness, the boss’s happiness and the clients happiness… and then our families’ happiness because, well, we get to keep our jobs because we rock at getting conversions.

While you hang out in this great little world where everyone is high on conversion counts and the happiness is so palpable in the office that even that emo kid who sits in the corner brooding all day has a smile on his face, no one can even fathom that someone could be disgruntled or dejected. But have you asked if your visitors are happy? Sure, maybe they filled out your forms and clicked your ads, but what you need to think about is whether they did this with a scowl or a smile.

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