With their different primary goals, brand marketing and conversion optimization have typically tended to collide, forcing many companies to lean more on one tactic at the expense of the other. Whereas brand marketing focuses on enhancing the brand by communicating the organization’s identity, values, personality and brand promise, conversion optimization is all about acquiring that conversion action. But it turns out that adopting a brand marketer’s mindset allows you to create digital experiences that really do boost conversion.

In this session, you’ll learn:

• What is a conversion brand brief and how can it help transform you CRO efforts
• Why you’ll want to work with your client (or management team) to create a conversion brand brief
• Steps to creating a conversion brand brief that will boost conversion
• How to use takeaways from the conversion brand brief on landing pages, funnels and websites