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

Your Instructor:

Jeff is a seasoned digital marketer and e-commerce professional with more than 17 years of experience designing, implementing and optimizing strategies to drive profitable revenue growth across multiple channels. He has a strong background in PPC and SEO, as well as social media and on-site experience which helped give him a holistic view of how people find their way to a website and what they do once they get there to help turn visitors into customers. After several years in the United States Marine Corps, Jeff started his career as a copywriter, and grew his knowledge in the trenches and through the ranks to SEM manager, Director of SEM, and Director of marketing for a major online retailer.

Today, Jeff maintains that same drive and passion for both digital marketing and e-commerce, working to help clients get the most out of their website traffic. His favorite aspect of the digital marketing space is change and he loves to stay on top of current trends and updates.