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Conference Agenda Expand all
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5:30 pm – Reception + hosted cocktails
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Good to Great: The 8 Ways True CRO Masters Think Different Than Everyone ElseLance Loveday, Closed LoopGood to Great: The 8 Ways True CRO Masters Think Different Than Everyone Else
Lance Loveday, Closed LoopWhat causes some companies to excel at CRO while others flail about? Lance Loveday has been obsessed by this question ever since he wrote Web Design for ROI in 2007. So he started studying his clients in an attempt to uncover what separates the merely good from the stunningly great. Come see him reveal the surprising results of his multi-year investigation into the real drivers of CRO success for the first time at Conversion Conference Las Vegas 2015. Peppered with real-world examples and delivered in a storytelling style, this is sure to be one of the highlights of the conference.
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Analytics Mistakes that can Undermine Your CRO ProgramJohn Hossack, Cardinal PathAnalytics Mistakes that can Undermine Your CRO Program
John Hossack, Cardinal PathDon’t let analytics missteps put a dent in your testing efforts. In this session you’ll learn how to avoid common analytics mistakes that can lead to compromised CRO, and get valuable tips for optimizing your testing through analytics. John will show you how to track and ensure KPIs are properly configured, quality-check your data, design an experiment, and interpret results holistically, considering all variables. Attendees will receive a handout with practical examples and a step-by-step guide to deploying analytics-centric testing. -
Why (and How) to Run 250+ Online Experiments a YearTon Wesseling, Testing.AgencyWhy (and How) to Run 250+ Online Experiments a Year
Ton Wesseling, Testing.AgencyAre you ready to exponentially grow your business and to outperform your competition? Come learn what you need to do to really grow the revenue of your online business. Ton will share his proven 7-step, data driven growth model “FACT & ACT” – and show you what kinds of experiments outperform others. You will leave this session with killer tips on running high velocity online experiments, which you can start applying immediately. -
CRO 101: This is How it All StartsDan McGaw, Effin AmazingCRO 101: This is How it All Starts
Dan McGaw, Effin AmazingIf you’re just getting started with conversion optimization and find all the tools, techniques and competing priorities overwhelming, this session is for you. Speaker Dan McGaw, the former director of marketing at KISSmetrics, is a serial entrepreneur and one of the original growth hackers. He knows how to kick start a conversion rate optimization program from the earliest stages, and in this step by step session he’ll show you where to start, what to test and which tools you’ll need to ensure your success. You’ll get a detailed process for setting up your analytics/tracking, identifying which optimization opportunities will give you the biggest gains, and selecting the right testing technique. What’s more, you’ll see examples of how Dan has applied these proven optimization processes in real business environments. -
Driving the E-commerce Optimization LifecycleNate Ende, Trinity InsightDriving the E-commerce Optimization Lifecycle
Nate Ende, Trinity InsightAttendees will get an actionable framework into the steps needed to maximize conversion within an eCommerce business. A complete methodology will be outlined including data and intelligence, conceptual design within key page templates and best practices, technical considerations within eCommerce platforms, and ongoing actions post-test.
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22 Copy & Paste Conversion Hacks From 3,000 Split Tests To Make You Look Like A CRO Rockstar Even if You Don’t Have the Traffic or Money to TestRoland Frasier, Digital Marketer22 Copy & Paste Conversion Hacks From 3,000 Split Tests To Make You Look Like A CRO Rockstar Even if You Don't Have the Traffic or Money to Test
Roland Frasier, Digital MarketerWant to dramatically increase conversions across your entire marketing funnel, from first impression all the way to your order form? Wish you could boost CTR on your ads and get more opens and clicks from your emails? How about adding one little tweak to your existing funnel pages that can double your average immediate order value? The Digital Marketer team has spent over $15 million running more than 3,000 A/B and Multi-Variant tests across 73 different marketing funnels in 26 different industries, and boy did they learn a lot. In this fast-paced session, you’ll learn the 22 best ways to increase conversions across your entire funnel, lower your ad costs and increase your Return On Ad Spend (ROAS) by copying these conversion hacks and applying them to your business. Best of all, these hacks are simple, easy to implement, and you can start seeing the benefit the same day you put them to work for you. Oh, and by the way… these work in B2C and B2B and both service based and product based businesses. -
Social CRO Secrets – Harnessing Customer Reviews, Photos & Stats for Remarkable Content & ConversionAngie SchottmullerSocial CRO Secrets - Harnessing Customer Reviews, Photos & Stats for Remarkable Content & Conversion
Angie SchottmullerConsumers trust online reviews 12x MORE than copy written by brands. In other words, strangers are more persuasive than YOU, the experienced marketer. It’s time to work smarter, not harder, by harnessing some social proof for persuasive power. Learn how to capture snippets from social interactions and specifically what copy, images, and signature elements provide a persuasive lift in business engagement, leads, and conversion. Get fresh testing ideas along with a “social proof persuasion quality scorecard” to help prioritize options with the greatest impact potential. Your audience will love the authentic, relevant content, and your boss will love the social media ROI! -
Optimize your Testing for More Valid OutcomesDoug Cohen, SiteSpectOptimize your Testing for More Valid Outcomes
Doug Cohen, SiteSpectRunning a test that has integrity takes time and attention. Not only does a valid test require a solid hypothesis to start with, it also must be set up, monitored, and analyzed correctly in order to come away with sound results with high predictive validity. Come learn the critical steps that can make or break your test results, from creating a hypothesis through test creation and analysis. You’ll walk away with a tips on setting realistic expectations for the impact of your testing, accounting for external factors that may impact your test results, predicting sample size and duration requirements for each test and determining whether you should repeat a test to validate results. You’ll also learn key statistical concepts and how to identify signs of predictive validity beyond statistical significance.
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Sponsored Lunch & Learn: How to Adopt Competitive Research & Phrase Power to Fuel ConversionMichael Stricker, SEMrushSponsored Lunch & Learn: How to Adopt Competitive Research & Phrase Power to Fuel Conversion
Michael Stricker, SEMrushClients and brands expect you to “feed the funnel”. But, all traffic is not the same. Attracting prospects via search marketing requires more than just acquiring traffic. All visitors are not worthy of targeting with ads, budget or content. How will search marketers:
– segment key phrases to assign value and apply effort
– seize on the best expressions of transactional intent
– find what content and terms are top performers for competitors
– act on the clearest indications that searchers are bottom of the funnel
– “grease the ways of commerce” with trust-inspiring pages, policies and user-generated content
Build your best practices. Learn quick processes to identify clear-cut intent to convert. Plan simple steps that work and then provide the ads, content and landing pages to turn browsers into buyers, and buyers into loyalists. -
Topic-based Roundtable DiscussionsTopic-based Roundtable Discussions - Wednesday
Conversion Conference’s popular Roundtable lunch sessions give you the opportunity to chat with other attendees and conference speakers about the topics that interest you most. Choose from the following topics, and simply grab a spot at the table number corresponding to your selection.
Table 1: The Power of Trigger Based Emails (hosted by Amy Africa, Eight by Eight)
Table 2: Market Research & Data Sources (hosted by Theresa Baiocco, Conversion Max)
Table 3: The Future of CRO (hosted by Lance Loveday, Closed Loop)
Table 4: Using GA’s Enhanced Ecommerce – Even for Non Ecommerce Sites (hosted by John Hossack, Cardinal Path)
Table 5: Getting started with CRO (hosted by Dan McGaw, Effin Amazing)
Table 6: Mobile Ecommerce (hosted by Nate Ende, Trinity Insight)
Table 7: How to do More A/B-testing with Less Money (hosted by Ton Wesseling, Testing Agency)
Table 8: CRO Methods: Cutting Edge vs Tried & True (hosted by Mike Loveridge, Humana)
Table 9: Data-Driven Conversion Tools, Tactics and Tips (hosted by Roland Frasier, Digital Marketer)
Table 10: Determining the Right Testing Methodology (hosted by Taryn Marrone, Maxymiser)
Table 11: Winning Personalization Techniques for B2B & B2C (hosted by Karl Wirth, Evergage)
Table 12: Optimizing Your On-site Search (hosted by Jordi Torras, Inbenta)
Table 13: Branding Yourself as a CRO (hosted by Alex Harris, AlexDesigns.com)
Table 14: Email A/B Testing (hosted by Basile Fattal, 8 Seconds)
Table 15: PPC – The Latest Cool Tricks (hosted by Larry Kim, WordStream)
Table 16: Video Marketing (hosted by Greg Jarboe, SEO-PR)
Table 17: Persuasive Psychology Principles that Work Better Together (hosted by Brian Cugelman, AlterSpark)
Table 18: Where UX and Conversion Meet (hosted by Larry Marine, Intuitive Design)
Table 19: Developing Your Test Hypothesis (hosted by Peep Laja, Conversion XL)
Table 20: Selecting the Right Cross-Device Approach (hosted by Brian Lewis, SiteTuners)
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Content that SellsTim Ash, SiteTunersContent that Sells
Tim Ash, SiteTunersTitles. Copy. Buttons. Calls-to-action. All this content you carefully create and gleefully publish on a single web page has a defined purpose, namely engagement, motivation and conversion. Your selection of words, images, and layout can make conversion rates can sink or sail. But what are the right words that stop readers in their tracks, motivate action instantly and drive conversion and sales? Join this session as conference chair Tim Ash guides you through the methodology for creating content that speaks to your customers and moves them toward conversion. -
Optimizing E-commerce Conversions with Real-Time Web PersonalizationKarl Wirth, EvergageOptimizing E-commerce Conversions with Real-Time Web Personalization
Karl Wirth, EvergageThe typical website visit lasts 90 seconds and average shopping cart abandonment rates are upwards of 80%. Empowering consumers with information to help them navigate the conversion funnel – and minimizing abandonment at each stage of the buying journey – is critical to changing this behavior and increasing revenue from your ecommerce site. Come see how real-time personalization can convert site visitors into paying customers by leveraging customer data in real time throughout five customer lifecycle stages. You’ll see examples showcasing these techniques in action, and get creative new ideas for how your brand can increase conversions with behavior-based messaging aligned with the purchase funnel. -
Email Testing Strategies: Getting Big Wins from the InboxBasile Fattal, 8 SecondsEmail Testing Strategies: Getting Big Wins from the Inbox
Basile Fattal, 8 SecondsMost digital marketers using the email channel have some experience running split tests on subject line, timing, offer type, format, sender name, personalization and audience segmentation. But the biggest gains are often found within the email content itself, using a technique that is not commonly associated with email optimization: multivariate testing. Come learn how new testing methodologies, including automated real-time multivariate testing, are changing the game for email marketers. Basile will present mobile email testing strategies, share a case study from Philips Sonicare, and demonstrate how creative content optimization can be used as a market research tool, giving you insights that can be applied cross channel.
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The Deadly Dozen – 12 Common UX Mistakes that Kill ConversionBrian Lewis, SiteTunersThe Deadly Dozen - 12 Common UX Mistakes that Kill Conversion
Brian Lewis, SiteTunersLet’s face it… there’s an almost unlimited number of UX mistakes marketers make that hurt conversion. We’ve identified the most common and most severe missteps. In this session, you’ll see examples of deadly UX mistakes along with sites that are doing it right. See if your site suffers from any of the Deadly Dozen and if so, what you can do to fix it quick. -
CRO Strategy for Advertisers: Proven Secrets for 5X Conversion LiftLarry Kim, WordStreamCRO Strategy for Advertisers: Proven Secrets for 5X Conversion Lift
Larry Kim, WordStreamConventional conversion rate optimization wisdom dictates that marketers test, test, test various page elements, adjusting fonts, buttons, copy, and so on to find the optimal mix for maximum conversions. These small adjustments result in small improvements; marketers are mollified into believing single-digit conversion lifts are the best they can do.
Research shows that the top 10% of PPC advertisers are converting five times better, on average, than their competitors – regardless of industry or vertical. Come learn the proven CRO strategy used by these top advertisers. You’ll walk away with a repeatable methodology for conducting big, game-changing conversion tests designed to generate 3-5x increases in conversion rates, as opposed to just 3-5%.
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5-Step Conversion Process for Wildly Winning TestsTheresa Baiocco, Conversion Max5-Step Conversion Process for Wildly Winning Tests
Theresa Baiocco, Conversion MaxIf your A/B and MVT tests are not producing the results you’d like, it’s because you’re not testing the right things. This 5-step process will show you how to uncover problems on your site so you get OUTRAGEOUS wins. See case studies of how the process works, and get the top tools no optimizer can live without. You’ll walk away with a step-by-step process that you can follow today for bigger wins — and more revenue. -
Content and Images – Get it TogetherByron White, IdeaLaunchContent and Images - Get it Together
Byron White, IdeaLaunchWake up your digital content! Plain text is tiresome. Chunks of copy are boring. The right graphics can add the pizzazz you need to catch and retain readers’ attention. But how do you team up images with content to maximize conversion without distracting visitors away from your conversion goal? In this session, you’ll learn how to put stock art to work the right way, how to source stock imagery that isn’t overused and cheesy, and what you can do to de-stock your stock images. Byron will also present a case study on original vs. stock images, present the pros and cons of using original photography, and tips for sourcing cost-effective orginal images.
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Panel Discussion: 25 CRO Tools You Can’t Live WithoutTim Ash, Theresa Baiocco, Joel Harvey, Lance Loveday and Angie Schottmuller25 CRO Tools You Can't Live Without
Tim Ash, Theresa Baiocco, Lance Loveday and Angie SchottmullerJoin conference chair Tim Ash and his guests Lance Loveday, Angie Schottmuller, Joel Harvey and Theresa Baiocco as they each share five of their favorite “secret weapons” that they find indespensable to their optimizaton efforts. More than just a discussion of testing tools, this session will cover technology that supports planning, website design, copywriting, visual analysis, usability, accessibility, and much much more. Find out what some of the most successful optimizers rely on daily to get the job done. -
Colossal #Fails with A/B Testing – And How to Make it RightPeep Laja, ConversionXLColossal #Fails with A/B Testing - And How to Make it Right
Peep Laja, ConversionXLIf you’ve been running online experiments, come see the most common A/B mistakes that have could be holding you back from achieving repeatable success. In this high-speed session, Peep will show you how to get your sample size right, explain how statistical significance and validity are not necessarily the same thing, describe proven methods for measuring and using purchase cycles, and unveil some of the validity threats that commonly compromise test results. You will leave with a long list of hard-won tips that can take your website optimization efforts to the next level. -
Small Sites, Big Profits: Ecommerce Optimization Strategies for SMB RetailersAlex Harris, AlexDesigns.comSmall Sites, Big Profits: Ecommerce Optimization Strategies for SMB Retailers
Alex Harris, AlexDesigns.comIf you run a small to medium size ecommerce website, come learn how to use qualitative and quantitative data to create a scientific hypothesis and execute tests to increase your revenue & conversion rates. Alex will show you how to prioritize your tests and leverage existing traffic patterns for quick wins, and give you ideas to create landing pages that are specifically optimized for ecommerce and online product sales. -
Testing Video for Conversions: How to Turn Viewers into BuyersGreg Jarboe, SEO-PRTesting Video for Conversions: How to Turn Viewers into Buyers
Greg Jarboe, SEO-PRThe benefits of using video to convert leads are well documented. KISSmetrics reports that consumers are up to 85% more likely to buy a product after watching a video. And Forrester reports that when video is used in the sales process, companies are seeing single-digit upticks in sales, even when the video is not watched and double-to-triple digit uplifts when the video is watched in conjunction with the sale. But what have we learned about the psychological, social and content triggers that affect the success of video content? And how do you apply these lessons to developing and testing the potential of your video as a conversion driver? This session will include case studies and examples from brand side marketers regarding what problems they encountered, what tools they are using, and what results they have seen from conversion rate optimization (CRO).
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The Importance of Attribution in Performance MarketingKen Norelius, LeadsPediaThe Importance of Attribution in Performance Marketing
Ken Norelius, LeadsPediaHow do you recognize and track digital customer journeys while taking into account the myriad of touch points? How do you efficiently and accurately manage your budget to take advantage of your best-performing channels? Marketers need the right tools for precise attribution to uncover and optimize the digital journeys that today’s customers take toward conversion. Join Karl in this special session as he reveals strategies for understanding channel effectiveness and optimizing campaign management.
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The Secret Psychology of Persuasive CopyNathalie Nahai, The Web PsychologistThe Secret Psychology of Persuasive Copy
Nathalie Nahai, The Web PsychologistIf your content needs a jolt of life, web psychologist Nathalie Nahai will show you how to apply targeted psychological techniques to write personality-specific content, craft killer headlines, and leverage trigger words to engage people to read on.
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Optional Activity – VooDoo ZipLineTake a thrilling ride with your new ConvCon friends! The VooDoo Zipline is a one-minute ride between Rio’s Masquerade and Ipanema towers. Meet us at the VooDoo Lounge at 9:30 to join in the fun!
Conference Agenda Expand all
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Mistakes I’ve Made: Conversion & Testing Strategies That Don’t WorkAmy Africa, Eight by EightMistakes I've Made: Conversion & Testing Strategies That Don't Work
Amy Africa, Eight by EightIn this frank, no-holds-barred discussion, optimization and ecommerce expert Amy Africa is coming clean on what she’s learned from 20+ years of being a greedy, pig-headed, time- and money-wasting optimizer. She’ll walk you through the biggest conversion and optimization mistakes she’s made and what you can do to avoid them. You’ll learn about the common pitfalls of conversion testing; why a lot of the sexiest tools are complete garbage; and why most of the advice out there should be avoided at all costs. You’ll walk away with surefire secrets on how to prioritize your list of opportunities; what’s more important than overall conversion; why the value of a customer is so important to your profitability; and how to set up systems so you don’t end up drinking your own bathwater.
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Conversion Techniques for the Cross Channel, Multi-Device BuyerCharles Nicholls, See WhyConversion Techniques for the Cross Channel, Multi-Device Buyer
Charles Nicholls, See WhyAs mobile use has exploded, shoppers are using an average of 2.6 devices across 1.5 channels on their journey to purchase. Mobile devices are used for browsing, researching products in store, but increasingly also for making purchases. Mobile is becoming the ‘glue’ between the online and physical stores, and the advent of geo-targeting, mobile wallets and beacons provide exciting opportunities to reach shoppers in the mall and in store with relevant 1-to-1 marketing for the first time. But how should retailers and brands capitalize on these changes in behavior? What techniques work in driving conversions across channels, and how can they be measured? Based on new research of more than eighty million consumers, Charles will share insights into buyer behavior revealing how shoppers are using different channels and devices as part of the same purchase path. -
4 Ways PayPal Gets More out of Usability ResearchMichael Summers, PayPal4 Ways PayPal Gets More out of Usability Research
Michael Summers, PayPalMany organizations use the wrong methods to understand their users. Michael will reveal the critical success factors he has honed in a decade of user research at Scient, eBay Enterprise, and Nielsen Norman Group. He will show real examples from his current work helping PayPal study user behaviors. Whether you are an expert, or just getting started — you will leave this session with concrete actions you can take to get immediate results. -
Mobile Optimization EssentialsJoel Harvey, Conversion SciencesMobile Optimization Essentials
Joel Harvey, Conversion SciencesIf you need big wins with your mobile traffic, this is your session. Come see the most interesting and lucrative things we’ve learned from hundreds of mobile tests across dozens of sites. You’ll learn you how to avoid common conversion-killing “mobile best practices”, write CTAs that get mobile visitors to take action and employ simple UX tricks that will keep those CTAs constant without distracting or irritating visitors. You’ll also get tips for bridging the 1st screen to 2nd screen gap, maximizing phone leads from mobile visitors and building forms that mobile visitors will actually complete. You’ll leave this sessions equipped to make smarter decisions about your mobile experience (hint — the answer is almost never to “go responsive”). -
Pedal to the Medal: Speed Your Site Load for Faster ConversionsTammy Everts, SOASTAPedal to the Medal: Speed Your Site Load for Faster Conversions
Tammy Everts, SOASTADid you know that just a single second of improvement to your website’s page load times could result in up to a 2% increase in conversions? If you care about CRO, you should also care about how fast your pages load. Join performance expert Tammy Everts as she walks through a series of case studies from companies ranging from retail giants like Walmart to smaller ecommerce shops like AutoAnything.com that have found a concrete correlation between site speed and conversions. You’ll learn many of the common culprits that could be leaching your website’s performance, as well as tips and techniques that empower you to fight back.
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Your 12-step Landing Page Rehab ProgramOli Gardner, UnbounceYour 12-step Landing Page Rehab Program
Oli Gardner, UnbounceThink you’re marketing is awesome? Most marketers do, however accepting that you have a problem is the first step to recovery. In this session Oli will show how to design a high-converting campaign using landing pages and campaign experience optimization. Anyone running B2B lead gen campaigns through paid search, email marketing, and social will learn 12 things they might be doing wrong and how to fix them. -
10 Ways to Improve FindabilityScott Gunter, Usability Sciences10 Ways to Improve Findability
Scott Gunter, Usability SciencesHow many times have you walked back and forth across a grocery store in search of that one item that you can’t seem to find? How many times have you asked for help or (worse) left without finding it? Now think about your web visitors. What if they are looking for an item that they can’t find? You might be surprised to know that a top reason for site visit failure is that visitors are unable to find what they were looking for. Our research indicates that more than 50% of failed online visits revolve around “findability”. And all your CRO efforts are wasted if your visitors can’t find what they’re looking for.
In this session, you will learn 10 ways to help your site visitor locate their desired product. These best practices will cover aspects of the site experience that have the greatest impact on findability – taxonomy, filters, navigation, and keyword search. Come see how you can improve the findability of your products and increase your chances of converting the sale.
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Using Demographics & Psychographics to Unleash Your Conversion PotentialJanet Driscoll Miller, Marketing MojoUsing Demographics & Psychographics to Unleash Your Conversion Potential
Janet Driscoll Miller, Marketing MojoLet’s face it: button colors, photo placement and form length testing can only go so far. What if you tapped into the core of who your visitor is – what he/she likes, what they are attracted to? Could you convert more visitors by personalizing the experience to the individual’s likes, preferences and personality? In this session, Janet will demonstrate how to use data pulled from social media advertising for landing page testing, using case study data to show how personalizing the appearance and messaging can improve conversion rates. Learn techniques for developing deep insight into an individual’s likes, titles and roles, etc. and using that information to get higher conversions and more sales. -
Battlefield Strategy from the CRO TrenchesJoseph Weller, SmartsheetBattlefield Strategy from the CRO Trenches
Joseph Weller, SmartsheetAre your in-house optimization efforts floundering? Come hear the war stories of a seasoned in-house practitioner of conversion rate optimization. You’ll learn about common organizational challenges that come with testing, and ways to overcome them. You’ll get ideas on how to build and nurture a healthy testing culture in your organization, and recommendations on essential tools that make for better CRO. Along the way, you’ll see example tests with results that may help trigger test ideas of your own. Relevant for both B2C and B2B marketers, you’ll leave this session with some practical ideas to take back so you can start winning your own conversion battles.
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Topic-based Roundtable DiscussionsTopic-based Roundtable Discussions - Thursday
Conversion Conference’s popular Roundtable lunch sessions give you the opportunity to chat with other attendees and conference speakers about the topics that interest you most. Choose from the following topics, and simply grab a spot at the table number corresponding to your selection.
Table 1: Pick Amy’s Brain About Mobile, UX, CRO Fails … Anything goes! (hosted by Amy Africa, Eight by Eight)
Table 2: Conversion Attribution (hosted by Dan McGaw, Effin Amazing)
Table 3: Remarketing/Recovering Abandoned Carts (hosted by Charles Nicholls, SeeWhy)
Table 4: Improving the Process of CRO (hosted by Mike Loveridge, Humana)
Table 5: SEO/CRO – Converting Organic Traffic (hosted by Angie Schottmuller)
Table 6: Applying Persuasion to Your App, Site or Email (hosted by Bart Schutz, Online Dialogue)
Table 7: Design for Conversion (hosted by Alex Harris, AlexDesigns.com)
Table 8: Information Architecture + Conversion (hosted by Shari Thurow, Omni Marketing Interactive)
Table 9: The Psychology of Pricing Tables (hosted by Brian Cugelman, AlterSpark)
Table 10: LeadGen Through Social Media (hosted by Mat Rider, MongoDB)
Table 11: Omni-Channel Retailing (hosted by Scott Gunter, Usability Sciences)
Table 12: Mobile App Testing (hosted by Paul Ryazanov, Promodo)
Table 13: Segmentation and Targeting Strategies (hosted by Doug Cohen, SiteSpect)
Table 14: The Psychology of Persuasive Copy (hosted by Nathalie Nahai, Webs of Infuence)
Table 15: Hyperpersonalization using Demographics and Psychographics (hosted by Janet Driscoll Miller, Marketing Mojo)
Table 16: Mobile Landing Pages (hosted by Joel Harvey, Conversion Sciences)
Table 17: Web Performance/Load Time Culprits (hosted by Tammy Everts, SOASTA)
Table 18: Creating a CRO Culture (hosted by Tim Ash, SiteTuners)
Table 19: Unifying affiliate management, lead distribution & call tracking/routing – LeadsPedia platform Q&A (hosted by Ken Norelius, LeadsPedia)
Table 20: CRO for Smaller Businesses (hosted by Tom Bowen, Web Site Optimizers)
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Psychological Architectures for Conversion Rate OptimizationBrian Cugelman, AlterSparkPsychological Architectures for Conversion Rate Optimization
Brian Cugelman, AlterSparkCome learn the winning combinations of psychological principles that work so well together that they produces persuasive forces that are greater than the sum of their parts. Dr. Cugelman will reveal the key Psychological Architectures that drive high converting websites, including an explanation of the individual psychological principles that make up these architectures. Once you understand these Psychological Architectures, you will have a simple yet powerful methodology for speeding up the time it takes to create your next high converting website experience. -
UX & Conversions – Myths, Legends, and FactsShari Thurow, Omni Marketing InteractiveUX & Conversions - Myths, Legends, and Facts
Shari Thurow, Omni Marketing InteractiveMyths are prevalent in the conversion industry, often because someone’s job or reputation is tied up with a myth that may have been at one point true, or because some new flavor-of-the-month conversion tactic is being avidly discussed on industry blogs (often by clueless newbies). Join Shari as she squashes these persistent myths and shares examples of UX dos and don’ts. You’ll learn how to identify user experience best practices for desktop/laptop computers, tablets, and mobile phones, actionable recommendations that provide immediate improvement in site performance, how to format desirable content that is accessible to users as well as technology, and how to avoid costly UX design mistakes. This session is packed with tips, techniques, and resources for hands-on marketers and UX do-it-yourselfers. -
Designing Profitable Emails: 9 NinjaTips to Increase ConversionsTom Bowen, Website OptimizersDesigning Profitable Emails: 9 NinjaTips to Increase Conversions
Tom Bowen, Website OptimizersIt’s no secret that traffic from email marketing converts at a higher rate than almost any other traffic source. But what makes some messages get opened and convert more than others? What can you do to ensure that your emails look their best on all devices and begin a positive user experience that results in more conversions? In this session, Tom will cover 9 specific design and development guidelines to follow in putting together your email marketing message, complete with examples from major online brands. You’ll leave this session with design strategies to rethink, as well as a list of proven ideas you can put to use immediately without making major changes to your message template. -
Tweeting for Leads: How to Build a High-Converting B2B Social Media CampaignMat Rider, MongoDBTweeting for Leads: How to Build a High-Converting B2B Social Media Campaign
Mat Rider, MongoDBIn this B2B case study, you’ll learn Mat’s proven technique for using social media and clever targeting to generate qualified leads. In short, Mat knows how to transform tweets into closed deals. See how to create an integrated process between social media and lead gen teams to identify which prospect behaviors are more likely to lead to a closed sale. See how to drive these behaviors through Promoted Tweets, keyword targeting and @username targeting to reach people similar to your customer base. Come learn the methodology and tactics that Mat has used to generate a significant ROI from social media lead gen efforts. You’ll get tons of actionable takeaways for building effective B2B social media campaigns that will drive leads and revenue – not to mention delight your C-Suite.
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Persuading Mobile BrainsBart Schulz, Online DialoguePersuading Brains in Motion
Bart Schulz, Online DialogueWhether you want to admit it or not, your job as a marketer is to try to separate brains from their money. These days, somewhere in between you and that brain is a thumb controlling a (not-so) smartphone. Do you know how that 3 pounds of cerebral meat pays attention to and perceives those 5 inches of digitized glass? How it decides or rationalizes?
Based on the latest insights from psychology, behavioral economics and neuroscience, Bart will take you on a mind-blowing trip through your mobile customer’s brain. Filled with eye-opening a/b test results that will radically change the way you think about your customers, your websites and – of course your mobile presence, this session will show you how to most effectively influence the buying process of brains on the move.
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How to Integrate UX Into Your Web Development ProcessLarry Marine, Intuitive DesignHow to Integrate UX Into Your Web Development Process
Larry Marine, Intuitive DesignYou already know why to include UX in your conversion rate efforts, now learn how to more effectively integrate UX into your design and development processes. After helping clients integrate UX processes for 25 years, Larry has learned a thing or two about what works, and what doesn’t, and in this session he’ll show you how to get the most out of your UX efforts by learning who should do what and when it should be done.
There are many different development methods – Lean, Agile, waterfall or hybrid models – and just as many ways to integrate UX into those processes. Whether it’s all done in-house, outsourced, or contracted, you’ll leave this session with a plan for getting the best results. You’ll also learn what the trade-offs are if you want to modify an approach.
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Simplifying the Process of Testing Complex PagesMike Loveridge, HumanaSimplifying the Process of Testing Complex Pages
Mike Loveridge, HumanaComplex pages with lots of content are often overwhelming for visitors, causing high bounce rates. Yet these pages continue to be quite common on the web, ranging from homepages trying to appeal to multiple audiences to offer pages with too many choices. Optimizing this type of page presents many challenges, from isolating variables in the dataset to handling political concerns within an organization. Come see how Humana’s CRO team tackled two of these in this practical case study analysis. Regardless of your industry or whether you sell in a B2B or B2C environment, you’ll leave this session with new ideas on how to approach optimization for complex pages. Mike promises to skip past the fluff and deliver a content rich case study that will have application across many page types in multiple business enviornments. -
5 Ways to Improve Conversions Using On-site SearchJordi Torras, Inbenta5 Ways to Improve Conversions Using On-site Search
Jordi Torras, InbentaSearch engines are used on nearly every webpage experience, but marketers have yet to harness the potential of natural language search to boost conversions. Focusing on overall meaning in your search space instead of keywords alone can lift conversion rates by as much as 40%. Join Jordi as he shares five ways to improve your webpage’s search functionalities and how to make sure your visitors are finding what they are looking for — without having to follow your keyword conventions.
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Maximizing Conversion through Emergent Psychology: Seducing the Six MindsJohn Whalen, Brilliant ExperienceMaximizing Conversion through Emergent Psychology: Seducing the Six Minds
John Whalen, Brilliant ExperienceUser Experience (UX) has become a vital component of conversion. But doesn’t happen on a screen — it happens in the mind. In this session, experience design expert and cognitive scientist John Whalen will introduce you to the concept of Emergent Psychology – a process designed to dramatically improve conversion by deeply understanding your audience’s conscious and unconscious needs on both cognitive and emotional levels. You’ll learn how to use psychology to deeply understand what is in your users’ mind (or minds), and how to apply that concretely to your designs. Come hear about the six minds, what it takes to seduce them, and how to add Emergent Psychology processes to your projects -
10 Lessons from Mobile A/B TestingAlhan Keser, WiderFunnel10 Lessons from Mobile A/B Testing
Alhan Keser, WiderFunnelAre you still fine-tuning your website UX for mobile users? Not sure whether your mobile site or responsive design is supporting or killing your conversion efforts? This session will cover lessons learned from mobile a/b tests performed over the past year. Come learn what mistakes to avoid when a/b testing on a mobile or responsive site, and see real examples of mobile a/b tests performed for companies across a variety of industries. -
How We Lifted Lead-Gen Conversions by 300% Through Iterative TestingPaul Ryazanov, PromodoHow We Lifted Lead-Gen Conversions by 300% Through Iterative Testing
Paul Ryazanov, PromodoFor many B2B companies, paid search is one of the most effective methods of generating qualified leads. But without a systematic landing page optimization strategy, PPC can quickly become a cash-burning machine. In this session, you’ll see the case study of an Inc5000 B2B company that was able to decrease their cost per acquisition by 200% through methodical testing and tuning. You’ll see the end-to-end process that was followed, starting with the first landing page and iterating across 20 customized tests until an ultimate winner emerged. Learn the approach they used to develop different scenarios and assumptions, validate those with eye tracking data, and apply the learnings from failed tests to ultimately arrive at a solution that now generates a three-fold increase in conversions. -
Choose Your Words Wisely: Mastering the Language of ConversionMike Roberts, SpyFuChoose Your Words Wisely: Mastering the Language of Conversion
Mike Roberts, SpyFuThe simplest punctuation mark or phrase can change how audiences respond to your copy. There’s a proven language of conversion, and the words you use affect whether or not customers buy. You’ll learn what works even better than “free,” what audiences really think about exclamation points, and how building urgency can backfire if not done right. Studying millions of PPC ads over years tells us that some words convert better than their counterparts. In this presentation you will learn specific call-to-action phrases to use in your ads, social media, white papers and articles – and which commonly used words you should avoid. Expect to leave with new ideas that work in any industry and both B2B and B2C environments.
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Afternoon at the Improv: Live Landing Page ReviewsTim Ash, SiteTuners & Amy Africa, Eight by EightAfternoon at the Improv: Live Landing Page Reviews
Tim Ash, SiteTuners & Amy Africa, Eight by EightKnow your landing page has problems, but don’t know where to start? Here’s your chance to get some free conversion advice from the experts. This session, always a Conversion Conference favorite, is fast-paced, unpredictable, and fun. Tim and Amy will go head to head, providing live, spontaneous assessments of attendee web sites, along with actionable advice on changes that could have an immediate impact on conversions. Whether you submit your site for review, or watch while your colleagues take the heat, there’s no better way to see conversion best practices in action from two leading experts in the field. You don’t want to miss this session!
