Agenda 2023

A conversion mindset is the understanding that people tend to act in their own self-interest, and using this knowledge to create persuasive and compelling arguments and experiences that incentivize visitors to take a desired action.

In this session, attendees will learn how to:

• Create a “conversion mindset” – a mindset focused on the goal of converting potential customers into actual customers.
• Understanding selfish behavior – recognizing and analyzing the underlying motivations and behaviors that drive customers’ decisions and actions.
• Combine the conversion mindset with an understanding of selfish behavior to develop a more effective approach to digital marketing.

The ultimate goal is to help attendees think differently so they will create mutually beneficial exchanges where individuals are satisfied with their outcomes and attendees’ organizations achieve their desired conversions.

Join Jake Bohall, SEO veteran, as he shares strategies he used to leverage conversion rate testing to “convince” a client to implement high-priority SEO tasks. In this session you will:

• Learn how to use SEO as leverage to implement CRO (and vice-versa)
• Discover how to balance headlines for improved rankings and revenue
• Utilize the buyer’s journey to develop strategies that blend conversion best practices and SEO best practices to ensure the organic traffic you attract generates the conversions you want

In this interactive session, Aleya will teach you how to use storytelling elements to stand out by standing in the power of your unique journey. She’ll leverage her expert knowledge of the StoryBrand SB7 Framework, the hero’s journey, and energy-recalibration techniques to help you develop a theft-proof narrative that will articulate your uniqueness, connect with your ideal client, and leave an enduring legacy.

• How to tell a captivating story that differentiates you from the competition and takes your business to the next level
• How to combine your story with that of your ideal client to create the magic “Meeting the Mentor” moment that catalyzes connection, transformation, and abundance
• Tangible storytelling, introspection, and copywriting techniques to craft your narrative and immediately improve your marketing messages

SEO is the highest driver of ROI. In this session, I will cover tactics that help drive SEO that converts:

• Creating compelling content that your buyers consume. Using tools such as: SEMRush, aHref, Also Asked.
• Synergizing efforts between paid search and SEO. Diving deeper in to your paid search data and analyze keywords that covert, making sure those are part of your SEO strategy.
• Analyzing Google Search Console keywords to drive CTR for high converting keywords.
• Targeting products/keywords that are high revenue drivers for your website.

Conversion optimization is essential to meeting customer needs, yet 37 percent of brand leaders say they are “quite dissatisfied” with their conversion rates. We call this the Conversion Optimization Satisfaction Gap, and it exists on a continuum. At one end are companies that do little to no optimization or experimentation, and they likely don’t have resources dedicated to the function. On the other end are companies committed to continual improvement, providing outstanding and optimized digital experiences. So how can leaders responsible for closing the satisfaction gap achieve success? We’ve identified four common obstacles and what brand leaders need to do to become conversion optimization champions—and it works! Learn about one company that used our data-supported insights to increase its conversion rate by 23 percent, driving over $8M in incremental long-term revenue.

In 2023, artificial intelligence will write articles, manage social media accounts and generate images on demand. AI marketing tools will empower marketing teams to do their best work without replacing human imagination or judgment. Now is the time to start investigating AI tools – before AI-savvy competitors begin to dominate the market. Join marketing AI expert Dale Bertrand as he shares his roadmap for navigating the world of AI marketing tools and enjoy the benefits of a savvy early adopter.

Takeaways:

• How to prepare yourself and your team for the transition to AI
• Successfully deploying AI as a hyper-productive marketing assistant
• Specific AI tools marketers should be using right now
• What to expect from AI marketing tools in the near future

Jottful’s small-business customers think the company’s founder/marketer, Dawn Verbrigghe, is famous — because they regularly see her in video ads. By the time they speak with a sales rep, they are already sold on working with the company. A single video ad funnel is powering Jottful’s rapid growth. In this session, Dawn will share why video works for her market (and whether it could work for yours), what you need to invest in (and what you definitely don’t!) in order to succeed with video, and how running fast and cheap tests can cut your cost per lead in half.

Until Skynet takes over and the bots enslave us all in the Matrix, business is still done with people. Yet so many decisions are based on data that has little or no humanity to it, strictly looking at numbers and data of what people did, without asking WHY.

If you want a competitive advantage in the market, taking the time to truly understand customer’s viewpoints and interactions with your product or service you are marketing is crucial. Forget surveys, NPS, focus groups, and plastic personas from vague demographics…it’s about actually knowing how to talk to people, to understand their journey, and gain the CONTEXT that is missing from all those data points.

Think Qualitative Data isn’t important? Come hang out while we review a few Epic Fails of recent big brands who didn’t take the time to do a little bit of customer research, costing them MILLIONS of dollars in marketing campaigns that had to be pulled due to a lack of consumer understanding. If nothing else, you’ll enjoy some laughs and learn some things!

Conversion Rate Optimization, at its most basic level, works to improve the probability of site visitors taking desired actions. It’s important that ecommerce brands use a holistic approach to CRO that covers every key touchpoint along the customer journey. In this session, we go beyond the standard A/B tests for landing pages, and take a deeper dive into the core concepts of CRO. This includes: on-site displays to increase first-time conversions, website optimizations to follow for a frictionless conversion funnel, and robust email and SMS marketing strategies to drive repeat purchases and build brand loyalty. By the end of this session, attendees will have the confidence to start making incremental changes to their marketing strategies in order to improve their conversion rates across all channels.

Learn the 7 leading persuasion principles proven by thousands of websites and over 6000 studies that applied Behavioral Design (Behavioral Science) to significantly improve conversion behavior, including:

Social Proof
Scarcity and Loss Aversion
Decoy
Anchoring
Baby Steps
Mental Shortcuts
Reduce Uncertainty

If you’re looking for ready-to-bake test ideas to take back to your marketing team, you’ve come to the right place! In this session, we will walk through 10 different tried-and-tested features that have been proven through A/B testing to drive leads and conversion.

Learn tips from case studies conducted on features such as lead capture quizzes, personalized page elements, urgency-drivers, social proof, AI-supported testing, and context-specific landing page experiences.

Looking for that magic formula to really make a positive difference with your conversion rates? Well, there’s nothing magical about it. Through our extensive testing over the last 16 years, we’ve identified 6 core UX components that drive conversion. It doesn’t matter whether you have an eCommerce, lead generation or informational site. Come to my session and you’ll leave with the ultimate 6-point checklist to use to delight your web visitors, improve engagement and dramatically improve conversion.

But wait, there’s more … in my session you’ll also learn:

• When To Never Use a Landing Page – you may be guilty of this one
• Tips on using Quantitative and Qualitative Research to Win More Customers – finally, take the guesswork out of your process
• How (and why) subtle Persuasion Tactics beat forcefulness … every time
• Real-life Examples of Winning Tests – eCommerce & lead generation case studies

“The budget is tighter this year, but we’re still depending on marketing to come through with X percent growth.” Cut to a bunch of marketers breathing into brown paper bags. As marketers, we are continually up against the challenge of being asked to do more with less. So finding a magic Venn Diagram overlaps where tactics & strategies can boost more than one positive outcome is clutch. In general, Social Media programs tend to be focused on building the brand and engagement with your customers. And in fact, many great Social programs might not drive a single attributable conversion for your brand. However, there are a few awesome social strategies & tactics that not only drive traffic but can help your efforts to increase conversion rates for the brand. Come hear Natalie Henley, CEO of Volume Nine, a leading Social Media & SEO agency that has helped hundreds of brands build their brand organically via Social & Search. Come hear some stories & learn some of these golden tactics!

Your website has to satisfy robots and algorithms while persuading your visitors – this is not new. But since search engines have moved from understanding signals to complex interactions, design elements have become more important to achieve this goal. SEO is what draws users to your site, but a great design is what keeps them in there. And yes, you guessed it: Engagement is the key. Just look at the difference between GA3 and GA4. So, how do you engage? It’s all in the design. In this session, Ana will show you the key design elements needed to market to humans while satisfying the robots and algorithms.

There are plenty of reasons why tests become inaccurate:

• implementation of the hypothesis didn’t match the test hypothesis
• change was too small and potentially not even seen on the page (below the fold)
• test duration and/or sample size quality (SRM or MDE issues)
• etc.

By combining test results (aka meta-analysis) with similar behavioral hypotheses and psychological directions, you can see the trends, patterns, and validity in your testing program. Watch over Ryan’s shoulder as he shows swipeable Airtable examples of how he documents tests and explains simple meta analysis to shows the learning and insights that all test programs should have.Ryan will also walk through the Hierarchy of Evidence (adapted for CRO) to show what decisions have the least risk across a CRO program.

Example graphic: https://rednavel.link/CyG9Jvd8

How can you get your message out in a world where media and video content are so pervasive? Engage your company’s target audience through visual material. Humans are hardwired for stories. For centuries, stories have been used to entertain, educate, and engage audiences—while ensuring those involved retain every detail. 1SEO Digital Agency’s CEO, CJ Bachmann, has extensive experience developing effective marketing strategies that use these visual aids to increase business’ revenue and conversions.

Through the advertising art of storytelling, CJ will show you:

• The kind of content that has been shown to increase online sales
• Why pairing strong visuals with an engaging story can create content that is both memorable and impactful
• How to create a power call-to-action strategy with video and images
• Why video is an extremely cost-effective marketing tool
• How to implement high-quality video content that can be used across multiple advertising channels

My experience in optimizing our website’s CVR from 6% to 9%.CRO and UX optimization is not about how many techniques you know or how many tools you use, but it’s all about how deep you can dig up your users’ insights. It all starts with knowing what your users want and what they are particularly looking for in your websites. But how? First, analyze your website heuristically (visibility, information clarity, etc.). Second, know what particular keywords they searched to reach your websites or how they come to your websites (know what they are looking for and their stage of interest). Third, test test test. Testing is everything to success with less damage.

Participants will learn:

• The key tip to maximize your websites conversion rate
• What you should not do in CRO and why (from my failure)
• A case study on how I managed to enhance the CVR

Your goal is to delight the customer.  But who told you what the customer wants?  If you actually get to interact with your customers, they often want the world on a silver platter with a giant EASY button!  And that story is completely different from what marketing is promoting or what the technology team is saying is feasible.  So how do you “think like the customer” in a way that drives viable solutions?

You get a toolbox full of creative (and fun!) techniques that help you think like your customer when they’re not in the room.  Approaches and checklists and things you can immediately apply are all the tricks that Jamie has up her sleeves for you to put your customer at the center of your discussions.  Come learn and engage and even get some practice with techniques that will help you ask the hard questions, support your team with “What if” scenarios, and walk through the entire customer journey so that they become part of the solution and not simply the consumer of a product.  Walk away with practical actions and methods to put y

Increasing conversion rates by reducing the number of decisions that a customer needs to make on their purchase journey.

In this deeply data-driven and high practical presentation, you’ll learn about several surprising A/B test case studies that will encourage you to re-evaluate how you declare a winning test result. Using real-life case study data, the presentation will delve into statistical significance and how it can be gamed, the importance of power and properly calculating sample size requirements ahead of time, and why an enormous lift is actually a “winner’s curse” — and what you should be striving for instead. Through engaging A/B tests, the audience will take their best guess on each A/B test, see the real-life results, and get informative inspiration on how to apply the results to optimize their own data-driven optimization work. Participants will immediately come away more informed data-driven marketers, armed with newfound knowledge on what a truly trustworthy test result is, what it means, and how to obtain it.

Everyone is scared about losing multi-touch attribution.  Google, Apple and others are closing down traditional attribution and we need new ways to get that information.  David will cover advanced techniques to make sure you’re getting the data you used to get plus new data you didn’t know you could get. Next, you will learn how to use that data to spend less time and money on the wrong things and get more conversions.

Conversion optimization is increasingly relying on brands strengthening their social media audiences. But many analytics for social media platforms are based on simplistic metrics, leaving a gap in determining how sustainable audience engagement is.  Exporting the data into R Programming (or Python) opens the door for more statistical techniques that can answer that gap and allow analysts to develop useful data models.  This presentation is a primer for how to export data, develop advanced analysis, and best practices to report the results conveniently to teams.  Prior knowledge of R programming is not necessary. Some techniques which can be applied in Python will also be discussed.

Let’s face it, most product surveys are terrible. Surveys are confusing, too long, or don’t line up with how people think: Q: “On a scale of 1 to 10, how much do you like this product?” A: “Um, I don’t know? A 7?” Break free of these antiquated survey questions that don’t increase conversion. In this session gain insights from UX experts who will break down the do’s and don’ts of conducting & constructing a survey. We’ll discuss what makes a good survey, what makes a bad survey and…How to get the actionable data that you need to improve product design!

In this session you’ll learn:

How to create a survey that gets you the actionable data you need to improve your product design
What questions to ask (and what questions not to)
How to get more people to take complete your survey
What subject lines get the best responses
And why 1-10 rating scales are terrible! (Don’t worry, we’ll tell you what to do instead)

Your landing page stinks – it’s just a question of degree. Bring your URL and Conversion Rate Optimization experts from our outstanding speakers will give you some quick and actionable tips to immediately improve performance. Guaranteed to be an educational and entertaining session!