Agenda 2022

Conversion rate optimization does not just happen on the website. As marketers, we need to think about the entire customer journey – from the keywords we choose to drive traffic, to the copy we use for ads and meta information, through the landing page and into the follow-up messaging. In this workshop, attendees will learn how to set up and optimize each phase of the visitor journey to help the user take the action we need them to take. We will discuss common mistakes we make by not thinking about the end user, and how to qualify – and disqualify – users throughout their journey.

Short lecture segments will alternate with practical hands-on work. Participants will complete exercises to apply key concepts to their specific situation

Who Should Attend:

• CMO’s
• Marketing directors
• Online media buyers
• PPC specialists & managers

What you will learn:

• The importance of alignment & user intent
• Finding the right keywords
• Developing the right message
• Aligning the landing page with user intent
• How to disqualify users throughout the process

How much money are you losing with poorly performing websites and landing pages?

Changes in website 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 conversion rate optimization (CRO). Noted digital marketing expert and SiteTuners President, Martin Greif, will help you to improve conversions by applying “The Matrix” methodology to your 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.

Short lecture segments will alternate with practical hands-on work. Participants will complete exercises to apply key concepts to their specific situation

Who Should Attend:

• CMO’s
• Marketing directors
• Online media buyers
• Webmasters & web designers
• SEO & PPC specialists

What You Will Learn:

• An overview of conversion rate optimization
• How to uncover the Seven Deadly Sins of Landing Pages
• How to segment your online audience into mission-critical roles
• Breaking down each role into specific tasks (“use cases”)
• Understanding key decision making steps (awareness, interest, desire, action)
• A process for creating user-centered websites

A case study involving reading between the lines of customer intent to create testable hypotheses and using those results to create full-scale narrative video productions that convert.

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

In the iconic movie, Jurassic Park, splicing dinosaur and frog DNA led to dinosaurs reproducing in modern times. The ensuing chaos and destruction demonstrate what can happen when you don’t properly manage for the gaps in your knowledge. The upcoming cookieless world will force similar gaps in our data and understanding of our users. Without data, CRO testing is just guessing. If not prepared in advance for these changes, marketers will be left to make assumptions about their users and traffic, resulting in potentially Jurassic-level consequences for their business.

This presentation will answer:

• How will the impending cookieless world impact data collection?
• Is CRO even possible without cookies?
• What can we do now to prepare for the upcoming cookieless world?
• How does our user engagement strategy change in order to survive in this new era

Apart from relatively low-dollar DTC (direct to consumer) purchases, most conversion cycles involve multiple steps, and in many cases, multiple people.  When dealing with a more complex customer journey with multiple touch points along the path, overly focusing on just one step of the funnel results in distortions and sub-optimality ripples up and down the chain. We’ll cover several examples of how to properly look at and conduct full-journey optimization, across multiple traffic sources and touch points, including email, display, paid search, seo, and even affiliates.  Attendees will obtain several immediately actionable walk-aways, as well as a checklist / flowchart to help determine what’s immediately most important in terms of focus.

Find out the three questions everyone asks when they meet someone for the first time or when they arrive on your website for the first time. The answers to those questions had better be the same regardless if you are meeting someone live or hiding behind your website. Learn how to apply successful in-person marketing techniques to convert more visitors into leads, subscriptions, and sales online.

After investing so much time and money personalizing the experience in our ads, emails, and other acquisition efforts, too often we show all of our prospects the same experience on our website… the place where the prospect converts into a customer and revenue.

A single strategy, no matter how refined and researched, cannot appeal to all of your website visitors. Performance marketers have historically turned to A/B testing to identify the single best page for all visitors. While A/B testing has helped marketers make data-driven decisions, trying to find the single “one size fits all” best page to show all of your visitors leaves money on the table and can waste time and effort.
Driving revenue and conversions by meeting every prospect where they are in their journey with you is possible with new approaches enabled by machine learning. We can and should deliver the right experiences for each unique visitor on our websites, just like we do in our ads today.

In this presentation, Intellimize CEO Guy Yalif will reveal the differences between one-size-fits-all A/B testing approaches and personalizing for each unique visitor and how to practically apply them. He will also share practical examples of tests you can run back in the office on Monday morning to help accelerate your conversion rate optimization approach.

QBRs focus on ROI, KPIs, and OKRs. Revenue goals are matched to ROAS and retention. Bouses and ESPP grants depend on how this alphabet soup plays out during earnings calls and annual reviews. Every year, quarter, month, and week marketing, sales, and customer success teams are held to growth goals that can appear insurmountable. Business objectives relentlessly chase the growth dragon and devour teams by demanding a constant stream of straw leads turned into golden deals. Over the past eight years, working with companies in the Fortune 100 and incubators, I’ve discovered you can tame the dragon and efficiently turn straw to gold without sacrificing your team. An annual discovery process, a few checklists, a couple of templates, and a meager bribe of pizza can revolutionize your lead to MQL, to SAL, to Won pipeline, and make QBRs much less stressful. Join me and I’ll share the process of achieving business objectives by taking care of your prospects.

How can you align user intent with the right content on your website?

Your website visitors have a very determined intent in mind. Making sure that you provide the right content at the right time is the key to increasing your conversion rates. Using the Core Model analysis will help you identify the vital information that your website visitors need in order to move to the next down-the-funnel page. With the right content structured around the user journey, conversion rates will exponentially increase.

Attendees will learn to take their user experience designs to the next level with Storytelling. Storytelling creates empathy, helps stakeholders understand problems and solutions, and makes serving the user or customer even easier!  In this session, attendees learn why stories resonate with people, why stories increase our feelings of compassion and empathy, and why stories help humans make sense out of chaos. Attendees will learn the essential elements common to all good stories.  Think conflict and resolution, colorful characters and a detailed backdrop.    Attendees will learn what to write about and when to tell your stories.  Knowing when to tell your story helps create and deliver winning experience designs.  

Plus:
• Storytellers have more fun!
• Everybody loves a good story!

Use a Customer Value Journey like the stages of courtship. Add value at each and every stage. A First-Time Offer (FTO) is like a coffee date. It’s a low-commitment and low-risk way to test the relationship. When you do this well, your prospect starts asking you to “close the deal” (much like my wife asked me).

Universal Analytics will officially stop collecting data in July of 2023, which means it’s critical that companies have GA4 setup and collecting data by July of 2022. Have you been putting the switch off *or* took a quick look at GA4 then started to back away slowly?In this session, Digital Marketing & Analytics Expert Natalie Henley will help give you the lay of the land in GA4, in easy to understand language.

She’ll cover:

• Why Google is doing this.
• How GA4 is fundamentally different than previous versions of Google Analytics.
• Why the setup is giving companies heartburn and an overview of the minimum steps you’ll need to complete to get GA4 up and running.
• Some of the cool new benefits of the platform.
• A few reports that will really help you drill down into optimizing engagement & CRO on your website.

This session is great for businesses who are just getting started with GA4 or for marketers who are looking to validate their understanding of the tool and/or trying to build out the right reporting dashboards for t

Have you considered that what’s good for SEO is often good for conversions? We all know that nothing happens in a vacuum, yet many marketers don’t consider starting their conversion optimization work where the customer often starts their journey: in search. In this session, Elmer will help you better understand the factors that positively affect ranking and traffic and help with conversions including earning attention through a human-centered, data-driven approach to content. Next, the focus is on eliminating those things that cause a sub-par user experience and friction once the visitor gets to the site … those things that the search engines also look at when evaluating a website for ranking in search. Once you have a better understanding of these things, your other on-site conversion optimization efforts will be more effective making for bigger wins overall for you and your business or clients.

What is the future of conversion and how will brands go beyond their websites and the entire customer experience? For many, CRO is still not a priority for most companies, but those that have optimization deeply embedded into their culture are understanding how to recognize real results by going beyond only clicks and data. Planning for the future of conversion has to start today.

These days, audiences expect hyper-relevant ad experiences, and if you’re not delivering them, your conversion rate can suffer – wasting your advertising dollars. This session will cover how Hellofresh and Lattice scaled up their ad-to-page relevancy efforts and saw incredible results. We’ll also speak to the tools they implemented that helped increase their conversion rate and return on ad spend.

Takeaways:

• Personalization examples you can use in your campaigns
• Strategies for building ad-to-landing page experiences at scale
• Necessary tools for implementing conversion rate optimization

A holistic approach to conversion rate optimization has the potential to seriously increase your bottom-line profits. 

Even though we have all the modern technologies and innovations, customers are looking for simplicity these days. This approach has influenced the way you should be optimizing your business, your marketing, and your websites. What is the psychology behind this new holistic approach of optimization? We will take a look at how your website plays a role in your overall business strategy as well as your other digital channels.

• Top 3 proven strategies for increasing conversions with a holistic approach
• Brand presence on different platforms and devices and how it might affect your conversions
• Immediate steps to take in order to increase your conversions 

This presentation will provide guidance and tips on how to layout, write, and publish digital content that engages users where they are in their buying experience. The presentation focuses on how to write about benefits, how to use the elements of storytelling, connect with customers in their research, and how to use call-to-actions effectively.

When you know how to answer the critical questions that your shoppers are asking, you can increase conversion rate up to 9x and organic traffic up to 4x.

What you will learn:

• The 3 critical conversion questions every shopper has
• The 6 mental shortcuts shoppers use to make a purchase decision
• The 7 search modifiers you must optimize for

Google has conducted extensive research to determine how people discover, research, and make purchase decisions online. We have combined these findings with our own research that explains and validates the best practices being used by Amazon, Walmart, Best Buy, Target, and the leading eCommerce brands, and made them available for any website, with proven results.

A satisfied customer is the heart and soul of a business. Happy customers stick around, spend more, and often become fierce advocates for your company, its products, and services. 

What if we could quantify the impact of that customer advocacy and package it into a measurable resource that helps your business scale and grow rapidly? I call this the “V-Factor” — a means of using digital channels to catalyze and engage customers and then amplify their fervor in a way that is more impactful, and costs far less than other attention-getting methods.

In this session, attendees will learn:

• How the V-Factor taps into natural goodness that can develop word of mouth fast and encourage sharing.
• How to identify the V-Factor that will generate engagement and social proof for your company’s products or services. 
• The basic steps to encourage “viralness” that will help you stand out from the competition.
• Key considerations to keep in mind as you prioritize, test, and identify the best methods to get your customers to do the selling for you.

I’ll be honest. Conversion Rate Optimization isn’t main our focus as an agency. We’re Digital Marketers, so we’re trying to build a brand, drive traffic and make sales. We aren’t managing detailed A/B split tests to bump conversion rates regularly. We’re more like the crew will let you know you are doing something that will kill your conversion rates.

But, a few years ago, we stumbled on something that has dramatically improved conversion rates for one of our clients. Now it’s a best practice at our agency – in retrospect, it feels so obvious, yet so few brands are thinking this way (mainly because CRO gets siloed from Digital Marketing at many organizations).

Hear the story of how one small campaign completely taught us a way to dramatically improve conversion rates. Then, learn the technique that has both increased conversions rates & average order values on a bunch of our clients.

Join Jake Bohall, SEO veteran, as he shares the ways he leveraged the feedback from a team of conversion experts to “convince” a client to accomplish SEO tasks.  In this session you will:

1 – Learn how to use SEO as leverage to implement CRO (and vice-versa)
2 – Discover how to craft conversion winning headlines that also win you better rankings 
3 – Develop strategies that blend conversion best practices and SEO best practices to ensure the organic traffic you attract generates the conversions you want

… and raise your hand for a chance to get free chocolate!

This session focuses on the connection between brand authenticity and consumer perception. We’ll walk through a simple framework that will help you build the right kind of brand identity at every customer touchpoint.After this session, you’ll be able to:* Increase the authenticity of your brand* Understand how to be more confident in your messaging* Establish a lasting connection with your audience.

Every company understands the importance of improving the performance of their website. We also know that the way to get there is to Always Be Testing. Unfortunately, most companies do not know how to properly implement a testing environment that allows for real results and actionable data. In this session, attendees will learn about what makes a testing program successful, and how to build a culture of testing with the people, the process, and the technology that works. 

Who Should Attend:

• CMO’s
• Marketing directors
• Conversion specialists
• PPC specialists & managers

What you will learn: 

• The importance of testing
• How to develop a culture of testing
• What to test and when?!
• What testing tools to use
• Reporting for the C-Level

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!