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Conversion Conference 2017 Agenda
Conversion Conference features two full days of parallel in-depth sessions taught by the world’s leading CRO experts (April 19-20, 2017.) We are not recording any of the sessions, so bring a team to experience all of the sessions.
Tuesday April 18 – Welcome Reception
5:30 – 7:00 pm
Welcome Reception – Let’s kick off the fun early! All Conversion Conference attendees are invited to an opening reception. Get to know the other attendees and mingle with the the sponsors in the exhibit hall. Plan your arrival time accordingly!
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Wednesday April 19, 2017 – Main Conference Day 1 Expand all
8:00 – 8:45 am
Registration & Networking Breakfast
8:45 – 9:00 am
Welcome & Conference Kick-off
- CRO to CMO – Fast-tracking your Marketing Career!
Tim Ash, SiteTunersCRO to CMO – Fast-tracking your Marketing Career!
Tim Ash, SiteTunersHave you ever looked at the CMOs office and wondered how they got there?
Although individual talents and hard work count for a lot, there are many learned skills that are required to get to the top of the marketing field.
The great news is that working in CRO is the perfect training ground for many CMO qualities!
Practice these CRO skills now to fast-track your career:
- Making measurement-driven decisions – but not using data as a crutch
- Thinking strategically about the larger business when doing your work
- Fixing known problems and focusing on missed opportunities
- Building teams and coalitions to get things done across departments
- Evaluating and successfully deploying promising tools and technologies
- Building the business case for important projects
10:00 – 10:30 am
Morning Coffee Break in the Exhibit Area
- Track 1
Creating Unstoppable Consumer Offer FunnelsRoland Frasier , DigitalMarketerCreating Unstoppable Consumer Offer Funnels
Roland Frasier , DigitalMarketerWant to see what’s working now to create the highest converting funnels for selling both physical products and information products to consumers across a wide variety of verticals? In this fast paced session, we will cover the elements of the most effective consumer sales and marketing funnels and the techniques and strategies that we have found result in the highest conversions across each funnel element. We will review specific examples and case studies so that you leave with actionable insights you can apply to your own consumer funnels. Examples are drawn from our own businesses, three of which recently made Inc. Magazine’s list of the fastest growing companies. - Track 2
CRO tactics for making money with YouTube videos & adsGreg Jarboe, SEO-PRCRO tactics for making money with YouTube videos & ads
Greg Jarboe, SEO-PRAn estimated 70 million people in the U.S. use YouTube at least once a month when they’re making a decision about buying something. And YouTube has rolled out half a dozen interactive features that help marketers move consumers from consideration to purchase and let advertisers turn these intent-rich moments into opportunities to drive website visits, app installs, or product purchases. In this session, we’ll review cards, end screens, call-to-action overlays, shopping cards, auto end screens, and TrueView for action – and discuss which of these conversion rate optimization tactics you should test on your YouTube videos and ads. - Track 3
Email Marketing Hacks to Improve Your Conversion Rates, Like a BossMana Ionescu , Lightspan DigitalEmail Marketing Hacks to Improve Your Conversion Rates, Like a Boss
Mana Ionescu , Lightspan DigitalI bet you’ve read at least 100 articles this year on how to improve open and click-through rates. You also read endless variations of what’s most important – is it the list, the subject line, the content? We talk about these because email marketing continues to be very powerful. When done right. When done better than your competition. In this session you’ll learn tricks your competitors don’t know. We’ll look at how to engage and re-engage your people (we should not call them “lists,” they’re people) and nurture them along their buyer journey so they convert. And so they convert faster and at a lower cost. You’ll learn behavioral tactics that won’t make you look like a stalker, personalized interactions, getting timing and automation right, using video, and how to share knowledge that will make them fall in love with you. Like a boss! - Track 4
How to AB test yourself to a new websiteDan McGaw , Effin amazingHow to AB test yourself to a new website
Dan McGaw , Effin amazingEveryone needs a new website at some point, but when you launch that new site is it gonna increase or decrease conversions? Yep, you don’t have a clue. Stop doing it the old way! Learn from Dan McGaw, founder of Effin Amazing, how to use AB testing to rebuild and redesign your website so it converts more, not less. When all said and done, you will leave this session with a step by step plan on how to access your needs, build a framework to test fast and hard and ultimately increase the conversion of your brand new site at the same time.
- Track 1
Mastering Analytics to Turbo-Charge Your TestingMichele Kiss, Analytics DemystifiedMastering Analytics to Turbo-Charge Your Testing
Michele Kiss, Analytics DemystifiedAnalytics and optimization can each generate great results for businesses. However, it’s at the intersection of analytics and optimization that real value can be extracted. In this session, Analytics Demystified Senior Partner Michele Kiss will share how to better integrate your testing and analytics practices, and real-life examples of success. - Track 2
Growing & Converting Leads With Content MarketingQuinn Whissen , Vertical MeasuresGrowing & Converting Leads With Content Marketing
Quinn Whissen , Vertical MeasuresHave you been “doing” content marketing for a while now but aren’t seeing substantial results? The reason why comes down to one simple fact: you have to understand how to fuel your entire business with the lifeblood of content marketing: LEADS. Join Quinn Whissen, Director of Marketing at Vertical Measures, for a session on how to craft a content marketing campaign specifically designed to generate hundreds or thousands of leads. Whether you’re in B2B or B2C, you’ll learn the strategies behind a “hub and spoke” content marketing framework, including takeaways on:- How to develop content people are actually searching for
- Magical ways to repurpose 1 piece of content into 20
- Tactics to measure and optimize top performing lead sources
- How to connect sales and marketing teams with powerful email lead nurture
- Track 3
Start With Usability Testing To Increase Conversions Fast!Tom Bowen , Web Site OptimizersStart With Usability Testing To Increase Conversions Fast!
Tom Bowen , Web Site OptimizersIf you’re feeling overwhelmed trying to find winning A/B tests or determining what areas of your site to focus on, or if you don’t have huge amounts of traffic, this session is for you! If you want to find the low-hanging fruit, the low-cost, high value website changes that will drive up your conversion rate fast, let’s talk about Usability Testing. Usability Testing can often uncover fundamental problems with your website, functional or strategic, that you and your developers are too close to identify. These can often be issues which are major roadblocks for conversions. And you don’t need to have tens of thousands of visitors each month for it to be effective! In this session, you’ll learn how to get started with Usability Testing, how to make it fit within your budget, the pitfalls to avoid, and how to move it from a one-off project, to a regular part of your Conversion Optimization plan and philosophy. Soon, you’ll have your C-level bosses clamoring to see the latest test sessions! - Track 4
The Optimizer’s Guide To The Perfect Product-detail PageJustin Rondeau , DigitalMarketerThe Optimizer’s Guide To The Perfect Product-detail Page
Justin Rondeau , DigitalMarketerProduct pages are the last step to getting your customers to the all important checkout! These pages are absolutely crucial to move site traffic form an interested visitor to a potential prospect. However, these pages get the shaft and are overlooked by cart tests, landing page test, and home page tests. In this session you’ll learn the 5 questions EVERY product page needs to answer, the 14 elements that can answer these questions, and the 3 page layouts that will prioritize each answer. If you’re looking to update your product page, then this session is for you.
12:10 – 1:30 pm
Birds-of-a-Feather – Lunch with the Speakers
- Track 1
Ouch! – Avoiding Common CRO Mistakes for Marketing ExecutivesMarty Greif , SiteTunersOuch! – Avoiding Common CRO Mistakes for Marketing Executives
Marty Greif , SiteTunersAfter speaking with an average of 2 to 5 marketing executives a day for 5 years, trends become apparent. Join Marty Greif as he shares the common CRO mistakes that are made over and over again so you can avoid them. - Track 2
Crafting the Mobile Conversion ExperienceAngela Hicks , HubSpotCrafting the Mobile Conversion Experience
Angela Hicks , HubSpotDo your mobile conversion rates leave something to be desired? Have you tried optimizing the mobile conversion path with few results? Come learn how you can improve your mobile conversion rates and in turn, build a fantastic experience for a user on a mobile device. - Track 3
7 Seriously Simple Ways To Use Google Analytics To Improve Your ConversionsChris Mercer , SeriouslySimpleMarketing.com7 Seriously Simple Ways To Use Google Analytics To Improve Your Conversions
Chris Mercer , SeriouslySimpleMarketing.comGoogle Analytics is great at collecting data, but in this session, you’ll see how to use that data to kick your conversion rates into high gear. With these 7 techniques in hand, you’ll have a whole new way of looking at the same old numbers. - Track 4
CRO 201: HELP! I’m Doing Everything Right but It’s Not Working!Theresa Baiocco-Farr , Conversion MaxCRO 201: HELP! I’m Doing Everything Right but It’s Not Working!
Theresa Baiocco-Farr , Conversion MaxDo you use all the best tools, follow all the best practices, and listen to all the top experts…only to have mediocre (or disastrous) results? Maybe you have inconclusive or losing A/B or MVT tests. Or maybe sales plummeted after redesigning your site. You’re not alone. Depending too much on tools, best practices, and expert advice can actually do more harm than good because the old way of digital marketing no longer works. In this session, your mind will be blown when you see how the activities and advice that you always assumed were needed can actually cause you to lose money. You’ll walk away with an easy framework to spot the weaknesses in your conversion strategy so you can prioritize your time and money where YOU need to most. You’ll learn how to avoid common mistakes that even big brands make, and see what worked in successful optimization programs. Plus, you won’t just get a list of tools, but you’ll see how to use the data they provide to identify and prioritize the biggest problems to fix, for a better ROI.
- Track 1
The Ultimate Guide to Generating Test IdeasJoel Harvey , Conversion Sciences, LLCThe Ultimate Guide to Generating Test Ideas
Joel Harvey , Conversion Sciences, LLCIdeas are the raw commodity that fuel the entire optimization process. Consistently identifying and prioritizing meaningful test ideas is critical to any optimization program’s success. Optimizers have a wealth of quantitative and qualitative data to evaluate when determining what to test. But understanding how to sew it all together into a collection of powerful test ideas is challenging.- Identify the optimization tools that are essential to you success
- Combine quantitative and qualitative data to create powerful test ideas
- Prioritize test ideas to increase chances for success
- Utilize a testing feedback loop to refine ideas based on real-world test data
- Track 2
Aligning User Experience with SEORob Ousbey , DistilledAligning User Experience with SEO
Rob Ousbey , DistilledThis session will be a deep-dive into the overlap between UX and SEO. I’ll cover the UX factors that can help boost your SEO performance, and bring words of warning about the UX best practices that might be damaging your rankings. - Track 3
Predictive Marketing: The Future of CROAmanda Kahlow , 6sensePredictive Marketing: The Future of CRO
Amanda Kahlow , 6senseWhat if companies could predict what products people will buy, how much they will buy, and when? It would be a game changer. And that’s exactly what is happening today with the power of predictive intelligence. Predictive analytics is now allowing marketing and sales to identify which prospects – both within and outside of their prospect list – are ready to buy, how much, and when. With the ability to billions of time-sensitive intent interactions, today’s predictive technologies uncover net-new prospects at every stage of the funnel and determines which existing prospects are in market to buy. Key learning objectives include:- A high level overview of the power of predictive intelligence and how it is disrupting how marketing and sales teams are finding and converting customers
- An understanding of how predictive technology works and how to implement it
- An inside look at how Blue Jeans achieved a 20X higher conversion rate by harnessing the power of predictive, as well as an understanding of how other leading companies like Cisco, Dell, HP and PGi are leveraging this technology.
- Track 4
The Science of Optimization: Applying Behavioural Economics to CROKelly Peters, BEworksThe Science of Optimization: Applying Behavioural Economics to CRO
Kelly Peters, BEworksResearch in behavioral economics, which includes work in cognitive and social psychology, neuroscience, and eye-tracking technology, has allowed practitioners to develop CRO strategies grounded in experimentation and empirical data. Kelly Peters (CEO and Cofounder of BEworks) and Wardah Malik (VP Client Strategy at BEworks) are thought leaders in the field of behavioral economics and CRO. Kelly and Wardah will show attendees how behavioral economics has been applied to CRO thus far, present the first-hand work BEworks has done in the CRO space, and teach attendees how they can integrate experimentation and data-driven design into their CRO strategy.
3:10 – 3:40 pm
Afternoon break in the Exhibit Area
- Track 1
Panel: CRO Tools You Can’t Live WithoutTim Ash, Andy Crestodina & Justin RondeauPanel – CRO Tools We Can’t Live Without
Tim Ash & GuestsDiscussion on CRO Tools We Can’t Live Without - Track 2
CRO & Remarketing – The Dynamic DuoLuke Nesler , Impakt MarketingCRO & Remarketing – The Dynamic Duo
Luke Nesler , Impakt MarketingIn this engaging session you will hear the story of how we increased sales 71% using Facebook and Instagram advertising remarking campaigns. You will leave this session with a firm understanding of the exact blue print that we used to leverage custom audiences to reach your ideal audience and increase your conversion rates per campaign. In this session you will learn the proper steps to using remarketing to turn leads into sales via a step by step case study. If you are wanting to learn how to get more out of your targeting and remarketing efforts, this is one session that you wont want to miss. - Track 3
How to Succeed as a One Person Testing TeamSteve Rude , Thomson ReutersHow to Succeed as a One Person Testing Team
Steve Rude , Thomson ReutersAre you a one person testing team? Not sure where to start, what to do, who to ask, how much crying is acceptable? This session features a tester like you. One person, tasked with creating a testing program from scratch and shifting the business culture to accept optimization. Hear about the journey of going from zero testing to running 50 tests at a time then back down to a manageable set of optimization efforts that make a difference. You will leave this session with tips and actionable items on building a testing process, creating a testing plan, generating a roadmap, changing your culture, and reporting and organizing learnings. All of these takeaways from a colleague who’s been where you are, made lots of mistakes, and come out with an extremely robust, and multi-award winning optimization program. - Track 4
Growth Avengers: Uniting IT & Marketing to Kicka$$Angie Schottmuller , Interactive ArtisanGrowth Avengers: Uniting IT & Marketing to Kicka$$
Angie Schottmuller , Interactive ArtisanEver try to request something from the IT department? Of course… If you’re a marketer though, you’ve likely hit a wall or two. Tech and non-tech teams speak different languages. This fact can either be a point of friction or a launch pad for your organization’s growth. Don’t miss this session packed with growth hacks that’ll unite your teams for greatness. Take an entertaining walk inside the mind of both marketing and technical personas to discover proven, actionable tactics for learning, wooing, and persuading your colleagues — harnessing strengths (yours and theirs) to get schtuff done. Along the way, gain some quick-win, tech-hybrid power-boost secrets to improve your website. If you’ve hit a ceiling for growth (or a wall for team morale), prepare to break it. You’re about to become a Growth Avenger.
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How to Lose Your Job Through Poor Visual StorytellingLee FeinbergHow to Lose Your Job Through Poor Visual Storytelling
Lee Feinberg, DecisionVizAs online marketers we must create compelling customer experiences and offers. But equally important, we have to communicate the results of our work to colleagues and business partners. Our power to persuade impacts everything from the active support that we get from co-workers, to the size of marketing budgets, and even our very jobs. Learn how to avoid the three deadly mistakes of data presentation and make yourself into a compelling influencer inside of your company!
5:30 – 7:00 pm
Hosted Cocktail Reception in the Exhibit Area
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Thursday April 20, 2017 – Main Conference Day 2 Expand all
8:00 – 8:45 am
Registration & Light Breakfast
8:45 – 9:00 am
Morning Kick-off
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The Billion Dollar MillennialKerri PollardThe Billion Dollar Millennial
Kerri Pollard, HoneyWhat does it take to convert the digital natives of the Millennial Generation as they assume bigger pocketbooks and consumer technology becomes increasingly sophisticated? Join Kerri Pollard, Chief Revenue Officer at Honey, a shopping technology start-up, as she shares exclusive data on the winding road paved by these emerging consumers and how such data is leveraged to enhance the Honey product in driving more conversions. With 4M+ shoppers – in which 67% are millennials – Honey has unique insights into their cross-site shopping behavior and the factors involved in the final purchase decision. Stories will also be shared about the growing success of this shopping start-up as it continues to delight advertisers, consumers and Silicon Valley venture capitalists. Regardless of your role in the conversion landscape, you will benefit from learning how to effectively adapt to the ever-changing online consumer and leveraging technology to do so.
10:00 – 10:30 am
Morning Coffee Break in the Exhibit Area
- Track 1
Program Management at 10, 100, and 1000 Tests Per YearClaire Vo , Experiment EngineProgram Management at 10, 100, and 1000 Tests Per Year
Claire Vo , Experiment EngineYou will learn:- Lightweight tools & process for teams just getting started with testing
- The essential steps to take before you begin to grow your optimization practive
- How the most advanced experimentation teams scale to thousands of tests per year and report on success
- Track 2
Reserved for Late-Breaking TopicSpeaker To Be AnnouncedTo Be Announced
Presenter, CompanyDescription: To Be Announced - Track 3
Panel – Careers in CROTim Ash & GuestsPanel – Careers in CRO
Tim Ash & GuestsDiscussion on careers in Conversion Rate Optimization - Track 4
Profitable Social Media – Measuring ResultsWarren Whitlock , SocialMediaRadioProfitable Social Media – Measuring Results
Warren Whitlock , SocialMediaRadioWe know social media is big. We’re all using it. Why are we getting more predictable results? In this session, Warren will review the importance of setting KPIs consistent with your brand’s goals, the pitfalls and the data points that will allow you to see more clearly when you are headed in the right direction, and what it takes to leverage results for bottom line results.
- Track 1
Email Marketing A/B Tests that Actually Impact ROIJessica Best , BarkleyEmail Marketing A/B Tests that Actually Impact ROI
Jessica Best , BarkleyYou can test subject lines until you’re blue in the face (or does red work better for conversions?), but the truth is that not every change moves the needle. This session will reveal how to test the content, copy, and segmentation in your email marketing programs in ways that actually impact your results and your return on marketing investment. You’ll learn the elements that tend to have impact and the testing mechanisms that will ensure you learn something. Plus, you’ll hear examples from tests that actually showed significant differences in results. - Track 2
The User “Journey” Is Actually a MinefieldMichael Mace , UserTestingThe User “Journey” Is Actually a Minefield
Michael Mace , UserTestingEnchanted by the success of experience-oriented companies like Apple and Uber, we all want to create the ultimate integrated, multi-channel customer experience that spans desktop web, mobile, and the real world. Many companies say customer experience is the most important way they’ll differentiate in the future, and we’re awash in consultant reports and webinars on how to create great experiences. But even the most beautifully crafted customer experiences often fail catastrophically when they come into contact with the real world. The problem is a basic misunderstanding of the lives of normal people. We research the needs of users and create elaborate “journeys” to solve their problems, all built around the assumption that customers will focus on the problem we want to solve for them, in the way we expect them to react. In real life, the average person is so distracted and hurried that they can devote only fragments of attention to your product or service. The customer journey, so elegant and straightforward when we test it in a lab, is actually a random walk through a minefield of distractions and competing priorities. Creating a great experience requires a much higher standard for usability and simplicity than most people realize. The more touchpoints in the journey, and the more channels we try to integrate, the more likely that a customer will never make it to the other side. In this session we’ll show how customer experiences fail and what you can do to make them succeed. Using video from real-world tests, we’ll cover typical causes of trouble, including failure to understand the customer’s real problem, expecting too much thought from the customer, failure to understand the context around the customer, and the amazing ability of busy people in the real world to ignore or misunderstand even the simplest instructions. - Track 3
Integrated Facebook & Google Tactics For Powerful CROMarty Weintraub, Aimclear® Marketing AgencyIntegrated Facebook & Google Tactics For Powerful CRO
Marty Weintraub , Aimclear® Marketing Agency“Integrated Marketing” is all the buzzword bingo these days. But, what exactly does integrated marketing mean to CRO ninjas working in both search and social space. Join speaker Marty Weintraub for a no holds barred shredding session offering immediatly actionable tactics to:
1. Curate segmented search and social audience data root lists from landing page touches
2. Apply search and social “Filters’ to retargeting/remarketing “Passes” to form true, layered conversion personas
3. Field creative segmentation to cement the conversion lift
4. Reverse engineer “Converted” audiences with VISIBLE Facebook lookalike modeling a technique you won’t see anywhere else
5. Expand root audiences with the most effective lookalike modeling possible for greater scale
This session will focus entirely on empowering marketers who use both Google and Facebook, to take action towards CRO lift with one or more of these five tactics. Marty will also share a conference-only leave behind FB PowerEditor import, illustrating the tactics via importable example Facebook Ads retargeting campaigns. - Track 4
Spike Conversion Rates by Spying On Your Competitors’ A/B Test ResultsJamie Smith , Campaign WatchSpike Conversion Rates by Spying On Your Competitors’ A/B Test Results
Jamie Smith , Campaign WatchLearn the non technical way to quickly increase your conversion rates by leveraging competitor data. When you see the landing page variations someone in your industry, or a competitor tested its powerful. This session will show you how to develop more accurate hypothesis of what you want to test. One good place to look is your competitors. If you can make more accurate hypothesis of which element to test, you can speed up the time to get results. Using testing tools like Optimizely, Unbounce or VWO do a great job of split testing but you still need to come up with the hypothesis. This session will teach you how to spy on your competitors a/b test to come up with better landing page ideas to skyrocket conversion rates: 1) How to develop a testing plan process using competitor data 2) Put yourself in the users perspective to compare conversion funnels so you can differentiation your messaging 3) How to use 3rd party tools to find what ad and landing page test the competition is doing
12:10 – 1:30 pm
Birds-of-a-Feather – Lunch with the Speakers
- Track 1
Web Design vs. GA and GTM: 5 Little Design Decisions That Cause Big Analytics ProblemsAndy Crestodina , Orbit Media StudiosWeb Design vs. GA and GTM: 5 Little Design Decisions That Cause Big Analytics Problems
Andy Crestodina , Orbit Media StudiosWhen your site was designed, hundreds of little decisions were made. And little website decisions can cause big Analytics problems. Some of these affect your marketing and measurement far into the future. Through simple, relevant examples, Andy will show you how to look at your site from the Analytics and Google Tag Manager perspective:- Are goals and conversions easy to track?
- Is the performance of content easy to measure?
- Can you listen for the topics your visitors want?
- Track 2
How to Prove and Improve Marketing ROI through CROThad Kahlow , BusinessOnlineHow to Prove and Improve Marketing ROI through CRO
Thad Kahlow , BusinessOnlineProving – and improving – marketing ROI is where today’s progressive marketers make their mark. Learn how smarter Conversion Rate Optimization tactics can INCREASE MROI — and your personal marketing worth — with a high value 2-phased approach that leverages big data to deliver insights, ignite action, identify the best attribution model for you and uncover real value by uniting many interactions and many data systems. It’s a DATA DRIVEN, customer-centric, knock your socks off kind of presentation (complete with fancy, info-filled graphics) that no modern marketer should miss. - Track 3
Fail Fast and Learn From Your FailuresGrace Fisher , QubitFail Fast and Learn From Your Failures
Grace Fisher , QubitEverybody hates a loser, but A/B tests that fail can actually be the most educational in the long run. In this session, I’ll talk about how to fail fast and learn from every hypothesis, using illustrative examples. Key takeaways include:- What to do with an inconclusive or losing test result
- Using a data informed approach to iterative
- How to turn a bad situation into a big idea
- Track 4
Becoming a Super Tester – Lessons from 20,000 PractitionersHazjier Pourkhalkhali , OptimizelyBecoming a Super Tester – Lessons from 20,000 Practitioners
Hazjier Pourkhalkhali , OptimizelyLearn from Optimizely’s two-year long benchmark of all their global customers to understand: what traits define the best testing organizations, how can you drastically increase your testing performance, and what are the right team goals to measure your testing program
- Track 1
The ABCs of Persuasive CopyNancy Harhut , Wilde AgencyThe ABCs of Persuasive Copy
Nancy Harhut , Wilde AgencyIn marketing, as in Scrabble, some words are worth more than others. They’re the words with the power to convince and convert — the ones that drive marketers’ success in subject lines, emails and landing pages. And with mobile readership increasingly shrinking the physical space in those areas, a single word can make a sizable difference. Discover 26 (yes, one for each letter of the alphabet!) persuasive words and copy constructs that you can easily use tomorrow to increase your open, read and respond rates. Hear about the scie1tific studies and in-market research supporting each. And leave ready to write more persuasive copy. Discover:- The persuasive power of Alliteration
- The compliance trigger in the word Because
- The 28% difference between smashed and Contacted
- The 140% lift of Questions over declarative sentences
- How to use Rhyme as Reason bias
- Why the Scarcity principle converts
- Track 2
Advanced Retargeting: Nurturing Your Audience Across Digital ChannelsLinda West, Act-On SoftwareAdvanced Retargeting: Nurturing Your Audience Across Digital Channels
Linda West , Act-On SoftwareRetargeting ads have proven to be a useful tool in the digital marketer’s arsenal. But most marketer’s are only scratching the surface of possibilities. Ready to kick your retargeting game up a notch or two?
Join this session to learn advanced retargeting techniques like ad personalization, account-based targeting, and drip messaging. Learn how to make the most of retargeting to build trust with your audience, generate leads, and accelerate sales. You’ll Learn:- Ad drip messaging & email mirroring
- Account-Based targeting basics
- How to segment and define your buyer’s journeys
- How to implement personalization and retargeting in display ads
- How to deploy personalized video ads
- Track 3
Post purchase engagement: Why and how to maintain lifelong customersAyat Shukairy , InvespPost purchase engagement: Why and how to maintain lifelong customers
Ayat Shukairy , InvespWe can no longer view conversion as a linear process that ends after a purchase. The key to successful companies nowadays is the retention of lifelong ambassadors of your brand. You want people to buzz about and continue coming back to you in order to succeed. But how can you maintain lifelong customer and actually have them become your product or service ambassadors? In this session we will discuss the steps it takes to keep your customers engaged, build up your brand, and help you shape customers that go beyond the purchase. Attendees of this session will learn:- How to create ambassadors for your brand
- How to keep customers engaged without losing sense of your brand
- Best practices for customer retention
- Track 4
The Impact of Conversion on Search MarketingSteve Wiideman , Wiideman Consulting GroupThe Impact of Conversion on Search Marketing
Steve Wiideman , Wiideman Consulting GroupSee how e-commerce and multi-location brands are using conversion optimization as a hidden agenda for higher search engine rankings, and the tests performed to prove it. Steve Wiideman leads a small team of paid and organic search engine marketing strategists who obsess of the value of relevance and usefulness and their impact toward SEO and PPC. In this session, you’ll learn how enterprise and SMB clients are creating, tracking and measuring against specific changes that improve conversion rates and search visibility, with checklist takeaways so you leave with something actionable and measurable.
3:10 – 3:40 pm
Afternoon break in the Exhibit Area
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Afternoon at the Improv: Live Landing Page ReviewsTim Ash, Conference Chair + Special guestsAfternoon at the Improv: Live Landing Page Reviews
Tim Ash, Conference Chair + Special guestsKnow 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 a guest expert 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!
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Friday, April 21, 2017 – Post-Conference Workshop
Two days is just not enough to pack in all the great content we have in store for you! Why not stay a day later for a post-conference workshop?
The workshop will be held Friday, April 21st at the Rio All-Suites Hotel in Las Vegas.
There is an additional fee for the workshop. Limited availability – Sign Up Now!
Introduction to Conversion Rate Optimization
Presented by Tim Ash
9 am – 1 pm
Introduction to Conversion Rate Optimization
How much money are you losing with poorly performing landing pages?
Changes in landing page efficiency can dramatically improve the profitability of your online marketing programs. This fast-paced and practical hands-on training will provide you with a crash course in landing page optimization. Landing page optimization expert and SiteTuners CEO Tim Ash will help you to improve conversions by applying “The Matrix” methodology to your landing page or website. The Matrix is a framework for understanding your audience from a user-centered design perspective, and ensures that you will consistently get more of the right people through the right activities in the right order.
All participants will receive a personalized autographed copy of Tim Ash’s book Landing Page Optimization: The Definitive Guide To Testing & Tuning For Conversions.
Short lecture segments will alternate with practical hands-on work. Participants will complete exercises to apply key concepts to their specific situation.
What You Will Learn
- How to define mission-critical parts of your website
- Defining and measuring the appropriate conversion action Segmenting your online audience into roles
- Breaking down each role into specific tasks (“use cases”)
- Understanding key decision making steps (awareness, interest, desire, action)
- Understanding the psychology of your audience and their cognitive styles
Who Should Attend
- CMO’s
- Marketing directors
- Online media buyers
- Webmasters & web designers
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