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