Theory. Principles. They’re essential to guide how we design our campaign experiences. But, if they aren’t backed up by data, our decision making powers are missing a critical piece of the conversion equation.

In the only landing page session you’ll need to attend this year, Oli will share a series of conversion data stories. After mining through a million data points to uncover and dissect how conversion actually works, Oli will channel lightning bolts and body parts as he sews together the ultimate landing page.

These days, prospects are more informed before the point of purchase than in any other time in history. Forrester reports that potential buyers are now 70 to 90 percent of the way through the sales process before they ever connect to a salesperson. Potential customers reward businesses who provide them with honest and helpful content. Do you have content ready for the entire path?

In this session you will learn how to create a content strategy for the entire sales funnel, helping your prospect move from awareness to consideration to decision. Arnie will show you the best types of content to create for people AND search engines and give you a clear action plan for producing the right content — even if you think your business is boring!

If 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.

The customer journey doesn’t start and finish on the desktop version of your website. Quite the contrary – your customers live in an omni-channel world and you need to start interacting with them across all channels in order to survive and thrive. In this session, you’ll see examples of how personalization can make a massive difference in the customer experience, and get practical tips on how you can achieve similar results with AB testing tools and data integrations. This session will even include a hands-on activity to inspire you to get started with personalizing your own website.

Someone clicks to your site. You have a good UX to minimize confusion and use psychological principals to persuade and delight people to take  the desired actions. And yes, these efforts certainly impact outcomes. But in some ways, it’s too late. The cake is already somewhat baked in that while you can influence post-click behaviors, you can’t change the motivation or intent of the person who clicked to your site. But what if you could? Come learn 4 all-new game-changing PPC hacks that use targeting features released within the last 12 months by Facebook and Google AdWords. Each of these tactics will let you leverage your existing CRO strategies to prospective buyers, both before and after they visit your site, with the potential of magnifying conversions by a whopping 3-5x!

There is a wave of organizations rushing to rebuild their sites using responsive web design (RWD). This is in part due to Google and Mobilegeddon, but few can ignore the growing influence of mobile devices on our revenue. But this blind adoption of RWD is a mistake for many businesses, who subsequently find themselves with a poorly performing mobile site and a lower conversion rate on their redesigned desktop site. Come hear the rest of the responsive story, including why you should embrace low-converting mobile visitors, alternatives to developing an RWD site, and what makes a truly successful mobile website (based on testing, not opinion or Google’s scare tactics!).

User experience matters a lot. More than most people realize. And the key to UX is simplicity — if you have to explain it at all, you’ve already failed. But marketers and web designers don’t create awesome user experiences just to make site visitors happy. The ultimate goal is for the improved UX to lead to something greater, like users buying more, engaging more, or performing some task that is fundamental to the success of the business. Over the past two decades, Amazon has blazed a trail as one of the world’s most customer centric companies – both in terms of website conversions and customer service. Join this intriguing session for an inside peak into how creating great user experiences has helped Amazon drive increased conversions and build a loyal following of repeat buyers.

Persuasion is power. For your website to be persuasive, your copy has to be able to tap into the reader’s emotions to inspire action. Come learn 11 of the most effective techniques for increasing conversion with persuasive copywriting. Barry will show you how the most persuasive websites speak to the needs and fears of the reader. How to tell a story readers can’t resist reading top to bottom. How to deliver the clarity and specificity it takes to qualify prospects. And how to overcome objections so readers feel good about working with your brand. After breaking down each of the 11 techniques, Barry will share inspiring examples of epic persuasion plays, and help you understand how to pack your pages with profit-driving word power.

Want 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.

“Hold my beer.” Those three words have preceded some of the greatest moments in history. But who would’ve thought they’d pave the way for an epic user testing session? In this session, HubSpot’s Austin Knight will discuss a drunken usability experiment and the unexpected influence that it had on the way that user research is conducted. Learn about new and unconventional methods for overcoming the struggles and pitfalls of traditional user testing, obtaining true and honest user feedback, and verifying the usability and simplicity of a design. Discover the resulting impact on bottom-line metrics like conversion rate, retention, engagement, and revenue. You’ll learn how to create a culture of UX within your organization, and walk away with a list of tools that you can use to conduct similar research and experiments on your own projects.

Video is the most powerful way that brands can  connect with their audience. If done right, video will increase site conversions and conversion value in ways that just aren’t possible with other mediums. And when video is combined with the distribution power of YouTube (the 2nd largest search engine in the world) you have the power to turn total strangers into loyal fans and paying customers.

In this presentation you’ll learn how video increases traffic quality and streamlines the path to conversion. Jake will share with you a proven strategy for making your videos stand out on YouTube among the millions of other videos, and will show you a video optimization process that turns views into paying customers. You’ll walk out of this session with the exact formula for creating videos that capture attention, build trust and drive traffic that converts.

There are a lot of opinions, theories, advice and frameworks about what you should do in conversion rate optimization, but how about the real success stories? The ones who came, saw and conquered? Time to show proof! Bart Schutz and Ton Wesseling will take you from Sweden to Poland to Hungary to the Netherlands and show you how applying data and psychology has been growing business all over Europe.

Success and failure with conversion rate optimization largely depends on how well a company is able to embrace a culture of experimentation. Companies that fail with ongoing optimization are generally those that treat it as a side project, so that CRO efforts gain little organizational support. In this presentation, Sean will discuss how leading companies collect unique insights from across the organization, and provide full transparency into the testing process and results. Creating a company wide culture of experimentation requires patience, but the payoff is well worth the effort.  Companies with experiment-driven cultures outperform their peers in everything from scaling customer acquisition channels to changing the way all team members focus their efforts towards high value activities.

​Clicks.  They are how we pay for media, measure performance, and are at the core of most of our analytics and management tools.  But the move from search-only campaigns to a rich mix of digital media means that the conversion path may not contain a click at all. How do you test and optimize if your best customers are avoiding the click? In this session, research scientist and quantitative marketer Soren Ryherd will walk you through a process for creating conversion success in digital campaigns that go well beyond search. Backed by data and the new math of digital engagement, this presentation will give you quick and highly illuminating take-homes for creating conversion success from large and diverse digital campaigns. Don’t bring a calculator, but do bring an open mind on how to break open a whole new world of conversion improvement testing.

So you found a page that needs optimizing… now what? Got specific data to drive decision making for the next step? Stop the blind, guesswork updates! Before jumping into content creation or changes, leverage data to strategically guide and prioritize the way. Angie will walk through how to audit the first 15 seconds of a page visit via four critical event metrics. You’ll get the tracking code, target benchmarks, fail reasons, insights, and critical fixes to improve and reveal on-page user experience progression. Prepare to crush your bounce rate and optimize engagement, scrolling and action with tangible data to help prioritize your content strategy for conversion.

On lead generating websites, a phone call can be 5 to 10 times more valuable than a form submission. So why do so many led gen landing pages make the same call-killing mistakes? This session will present 5 steps you can take to increase the volume and quality of phone inquiries. You’ll learn how to develop the right call to action for generating calls, where phone numbers should be positioned on your pages, and how to identify the pages that generate the best calls for your organization.

For many companies, providing a great user experience for their customers includes offering a world class design, innovative functionality, and a streamlined purchase process. But one of the most important and often overlooked elements of any ecommerce experience is your visitors’ ability to find what they’re looking for. Many websites fail to provide an intuitive and efficient way for customers to find the right products through search, navigation, and other functionality. In this session, you’ll learn how to design an exceptional user experience focused on product search and navigation. You’ll see examples of what works as well as what doesn’t work, and leave with a summary of key UX principles along with common design mistakes to avoid.

Think of your biggest goal in life – the one that you would give up everything to pursue. Maybe it’s something you want to achieve in your organization, or perhaps it’s a bigger life goal. Either way, achieving it could be life-changing. So why aren’t you doing it?

Excuses are what stand in the way of most people pursuing their dreams and achieving their goals. But excuses are just stories that we invent about people and circumstances to defend our behavior, avoid doing something, or just get out of thinking big. What if you could learn how to rewrite these stories so that you can overcome personal barriers – and the corporate blocks – that are holding you back? Don’t miss this inspiring keynote in which Mona Patel, CEO & Founder of Motivate Design, and author of the bestselling book “Reframe: Shift The Way You Work, Innovate and Think” will walk you through a process that any person or organization can use to unlock creative potential and get unstuck.