Peter Odemwingie's brace secured West Brom a 2-0 victory to move them up to fifth in the Premier League while Southampton stay bottom.
The Nigerian scored in each half against an unlucky Saints' side at the Hawthorns to make it five home wins out of six so far this term. The result moves Steve Clarke's side into the European qualification places.
In contrast it was Southampton's fifth straight defeat away from home this term and under-fire boss Nigel Adkins' men stay rock-bottom in the Premier League table on four points.
Southampton hitman Rickie Lambert had the first real shot in anger on 16 minutes but his low strike from the right side of the area was well held by Ben Foster.
Albion hit back on 20 minutes and Odemwingie's effort on goal fell to Zoltan Gera in the six-yard box but he could only divert the ball over the cross-bar.
A good break from the Saints on the half hour resulted in Danny Fox chipping the ball back into the middle for Lambert but his header lacked the power to trouble.
The Baggies broke up-field and Odemwingie let fly from 25 yards but the effort was inches past the upright with Paulo Gazzaniga at full stretch.
The goal came on 36 minutes with Youssouf Mulumbu passing the ball to Odemwingie just outside the area and his effort took a nick off Maya Yoshida and beat Gazzaniga.
Albion almost made it 2-0 right on half time but Gazzaniga did well to deny Shane Long, and Morgan Schneiderlin blocked Odemwingie's follow up strike.
Lambert was unlucky not to level on 48 minutes when Gareth McAuley's headed clearance bounced off Gaston Ramirez and fell at his feet, but his snap-shot rebounded off the Albion bar and the danger was cleared.
The game was virtually wrapped up for the hosts on the hour with a quick counter-attack resulting in Odemwingie stooping to head an inch-perfect Long cross from the left past Gazzaniga from close range.
Chris Brunt volleyed fellow substitute Romelu Lukaku's cross just wide of the far post, while Foster reacted quickly to bravely deny Adam Lallana an injury time consolation when he latched onto Lambert's knockdown in the Baggies' box.