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Why I Want to Go to Conversion Conference Chicago

June 24th, 2012 No comments

By Will Close
Global Test Learning & Pipeline Coordinator, Dell


If you work to improve conversion on your site – ConvCon is an event your peers will attend and you’ll be jealous. At San Francisco eMetrics 2012, a colleague and I snuck into the last 10 minutes of Q&A for the Conversion Conference. We were blown away with the usability & customer psychology content, candor & applicability of the rich discussion.

In 10 minutes I learned more than the entire conference we had registered for & were hooked. The conversion conference is an exchange of knowledge between the experts in the industry & the practitioners – working hands-on to improve their website’s conversion, trying the techniques. This is where the sparks fly, creativity is in the house… and I really want to be a part of it in Chicago, June 25 & 26!!!

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Editor’s note: This guest post is an entry to our $750 2-day conference pass promotions. Want to score a Conversion Conference Chicago pass at this unbelievable rate? Check out how to get one here

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WiderFunnel’s Chris Goward Talks about CRO Challenges and His Friend “BOB”

June 23rd, 2012 No comments

Editor’s Note: With Conversion Conference Chicago just around the corner, we thought it’s about time you get to know more about our speakers. From this day until the conference, we’ll be featuring a speaker and their answers to conversion and event-related questions.

You can join in and engage our speakers in pre-conference networking by sending in your own questions through email, Twitter, or our Facebook Wall. Big thanks to @In4mationHQ and @gtslawfirm for sending in their question (see question no. 2). Just like them, you too can have your burning questions for our speakers answered and featured here!

 

Huzzah, it’s only three days before our first Chicago show!


Today we want to introduce you to Chris Goward, co-founder and CEO of Widerfunnel Marketing Optimization, a full-service conversion optimization agency. Chris developed the the LIFT Model™ framework for test hypotheses development.  Chris is also a veteran of the Conversion Conference series and was one of our top-rated speakers at ConvCon West in San Francisco last March.


We know you can’t wait to meet Chris so we put him on the hot seat to answer our burning questions. Read on and find out why you should be planning to join him at his Conversion Conference session on Monday:

 

1) What do you think is the biggest challenge encountered by folks who are new to conversion rate optimization?


I see two major challenges come up repeatedly.


The first is finding the variety of skillsets needed to run optimization tests. You need conversion strategists, designers, copywriters, developers, project managers and analysts. And you need a process to get the best hypotheses and challenger variations from them all while avoiding committee decision-making.


The other challenge is knowing what to test. That’s probably the most common question I hear: “How do I know what to test?” The challenge is that you need more than a list of conversion optimization tips. As eConsultancy discovered in their 2011 Conversion Rate Optimization Report, organizations with a structured approach to CRO were twice as likely to have had large conversion rate lift.

 

2) What’s your favorite color for encouraging conversion? Why?***


I just finished writing the chapter of my upcoming conversion optimization book where I talk about color, so your question is timely.


Colors carry meaning and some certainly work better than others. But, the one that works best is entirely related to the website’s overall color scheme. There is no magic color, although we joke about our friend B.O.B. the Big Orange Button. He works hard.

 

3) Which speaker(s) are you most excited to hear, beside yourself, at Conversion Conference Chicago?


There are speakers other than me there?  ;-)


Seriously, though, I’m looking forward to all the sessions. It’s a good group of speakers.

 

4) What’s your favorite Chicago hangout? Why?


Conversion Conference!

 

Got a question for Chris that can’t wait till the Conference? Post it on the comments section below, tweet it to us, or post it on our wall and we’ll make sure he gets it.

 

About Chris

Chris Goward is a leading expert in Marketing Optimization. His methods have helped clients improve their website lead generation and sales rates by up to 290% for clients such as Ebay, Epson, BabyAge.com, ColonialCandle.com, SAP, Alfresco, Outrigger Hotels, Google and many more. His WiderFunnel LIFT Model is taught at the Unversity of Eastern Michigan Conversion Optimization program.

Chris is Co-Founder and CEO of WiderFunnel Marketing Optimization and is a regular speaker at conferences like PubCon, SMX, and IMC. Chris was the “highest rated speaker” at SMX Search Analytics and IMC workshops. His work has been published in Marketing Sherpa, Search Engine Watch, the Google blog, Search Engine Marketing Journal and DM News.

See Chris Live!

Chris will be sharing more conversion optimization insights at Conversion Conference 2012 on June 25th and 26th in Chicago. Join him in his session on “Fact or Crap: Putting Optimization Best Practices to the Test.” See the full agenda and read more about this session. You can also follow Chris on Twitter for some pre-conference networking.

Save $100 when you register with Chris’ discount code CH12306. Register now and get ready to join Chris on Monday!

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Join the Action – Conversion Conference Worldwide Event Series

June 22nd, 2012 No comments

Want to know why everyone’s talking about Conversion Conference? Find out why ConvCon is a must-go – See our newest video!

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Why I Want to Go to Conversion Conference

June 21st, 2012 No comments

By Kamal Tahir
Experian Automotive


Conversion Conference is part about listening from the experts and their best practices, and part of it is engaging with peers from various industries and at various parts of the organization, all focused on that important question for marketers: how do you make the funnel more effective, reduce friction in the process and facilitate an experience and transaction that is mutually beneficial to the customer and to the business?

the most thrilling aspect was the total absence of ego and a strong sense of community among practitioners


The set of people is always interesting and brings about a lot of camaraderie. While I have not been able to attend a conference since the first one in San Jose, the amount of energy in the conference was second to none, and the most thrilling aspect was the total absence of ego and a strong sense of community among practitioners. I was able to talk one on one with experts like Tim Ash, Gary Angel, Brian Eisenberg, Eric Peterson and a host of practitioners ranging from marketing directors, UAT leads, optimization experts. A gathering I have not seen the likes of since.


Bring it on. I am excited that it is in my town, so excited that I have delayed my summer vacation by 2 days just to attend.

 

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Editor’s note: This guest post is an entry to our $750 2-day conference pass promotions. Want to score a Conversion Conference Chicago pass at this unbelievable rate? Check out how to get one here

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Ecommerce Revolution – Why The New Ecommerce Will Convert Better

June 20th, 2012 No comments

By Martin Smith
Director of Marketing, Atlantic Business Technologies, Inc.


Sometimes your reach exceeds your grasp. As a former Director of Ecommerce for a multimillion dollar B2C site my reach exceeded my grasp daily (lol). You know you are an ecommerce online merchant when the disparity between grasp stops being unusual or strange. You know you should go to a conference like the Conversion Conference in ten days in Chicago when your “Keep Calm, Carry On” genes are tested, worn like an old boot and easy to hear or feel.


As Director of Marketing for Atlantic BT I face different challenges. Unlike most, I don’t see B2B as different than B2C in tactics or strategy (mostly). B2B’s relationship time frames are different, but the tools and tactics feel the same including:

  • Great, authoritative content.
  • Email Marketing.
  • Social Support.
  • Content Curation about half the time.
  • Content Marketing (tell great stories)
  • Video Marketing.
  • Mobile Marketing (because the Tsunami is here).
  • Cause Marketing (important to save the world even if only in a small way these days).


I rack these pool balls into the 4 C’s: Content, Community, Campaigns and Conversion. For the sake of the Conversion Conference Scholarship Contest, let’s work backwards. As a Director of Ecommerce my team and I performed an exhaustive analysis of our shopping cart. We concluded a half a point saved from the maddening HELL of cart abandonment was worth a cool million bucks.


A million bucks THIS year, and, on further analysis, we discovered such a gift would keep on giving since the Lifetime Value (LTV) of those new customers rescued from the jaws of our competition would contribute another million by our second year of cart improvement. Here were the A/B conditions we set:

  • Addition of Trust Marks vs. No Marks (Trust Marks won).
  • Color of trust marks (strangely blue won, strangely because other button tests had red and orange as winners, but the cart was a slightly different design environment so we chalked it and moved on).
  • Stacked Sequence On Page vs. Appearance of Movement (movement surprised us by winning)
  • 4 Step vs. 3 Step (no surprise here as 3 Steps crushed 4)
  • Finally additional, new and unrelated offer on the thank you page vs. no offer (Offer crushed no offer)


We had a problem. The mechanics of the cart could only pull so many customers back. We needed to create a cart abandonment drip campaign. Just as we were lined up to conduct this test I left to ride a bicycle across America. Martin’s Ride To Cure Cancer was an amazing experience, but one thing I wanted to happen didn’t.


I expected, somewhere on this 3,000 mile ride, to have a vision for my next company (I’ve started 4 already: FoundObjects.com, PoetrySlam, DadaBox and StoryGlasses all now RIP). Surely somewhere in Utah some pointer would appear or a loud booming voice would say, “Martin, you are to build an arc,” or something. Believe me if something like that was going to happen the beautiful and all Utah’s almost deserted mesas, plateaus and God’s sculpture Garden would have been where.


We left God’s sculpture garden for the long, dry, hot plains of Nevada without a clear director for after Martin’s Ride. Working for a brilliant entrepreneur back home crystallized a vision – CONVERSION and RELEVANCE. C&R go well together. I’d tested a “read the cookie, fire the site” tool called Baynote back in the day. Now Jon wanted to use behavior tracking and predictive modeling to achieve Asimov’s Foundation Dream of predicting the future.


Granted it is a tiny future of what is about to happen between website and visitor, but Jon’s idea, after I’d had a chance to think about it for a bit, was cool and sounded like fun. Jon wanted to find a way to mashup marketing automation, Google Analytics and predictive algorithms we create to predict the future in real time (or near real time). COOL right, only what tools should be part of this new idea. What could we borrow from companies like Marketo and what did we need to create for ourselves?


With NO IDEA how to fully answer this question I used some personal savings to head to the first Agile Marketing Conference followed by the Inbound Marketing Summit in San Francisco. Found cool stuff there I will write about soon, but did not configure our future predicting mashup crystal ball.


Personal savings spent, two things have to happen at the next conference or it is my ass :) :

  • We need to know the other pieces of our conversion engine (we are now partnering with Marketo and are talking with SiteCore).
  • We need to understand the conversion landscape better (a lot has changed in the 2 years since I was a Director of Ecommerce)


Can both of those questions be answered in Chicago? Not sure, but short of winning one of the 20 Scholarships there is no way I can afford the trip back to my old stomping grounds (worked for M&M/Mars and NutraSweet in Chicago). Rest assured, if ScentTrail wins a special pass I will live blog the event just like the Agile Marketing Conference.


Stay tuned.


Marty

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Editor’s note: This guest post is an entry to our $750 2-day conference pass promotions. Want to score a Conversion Conference Chicago pass at this unbelievable rate? Check out how to get one here

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Categories: Conference News, Promotions Tags:

Here’s Why I Want to Go to Conversion Conference Chicago: I Want To Put an End to Small Business Websites that Suck!

June 18th, 2012 No comments

By Kim Butler
www.TheURLdr.com


As an online marketing and e-commerce consultant, I’ve seen my share of bad website designs. Small businesses in particular, suffer from this affliction. I never cease to be amazed at the professional web design companies that produce sites that do nothing more than take up space on the internet. They all seem to forget that small businesses are in business to make money.


While anyone, including my twelve year old daughter, can design and launch a website these days, a much smaller number can produce a site that actually converts traffic into customers.


I’ve realized in the last two years, the market is sorely lacking in web design and marketing companies that know what Tim Ash knows. Tim is the organizer of the Conversion Conference and founder of SiteTuners. Tim frequently lectures not to let your web designer ruin your website. His list of the 7 Deadly Sins of Landing Page Design preaches:

  1. You need landing pages with a clear call-to-action.
  2. Don’t litter your pages with too many choices, it will confuse people.
  3. Don’t ask for too much information.
  4. Keep it simple stupid. Don’t use too much text.
  5. Keep your promises. If your anchor text says you’re going to a page with purple flying elephants, by God, show some purple flying elephants.
  6. Don’t have too many visual distractions. Keep people focused on one objective, converting.
  7. Convey credibility and trust.

And once you have it all done, test, test and test again.

I want to help Tim preach to word of conversion. I want to be a conversion evangelist to small businesses everywhere.  That’s why I want to attend the Conversion Conference in Chicago on June 25th and 26th. I want to learn as much as I can about the best conversion practices. I want to listen to real life case studies that have worked and increased a company’s bottom line. I want to learn what companies of different sizes are doing to increase their conversion rates. I want to know how social media can impact conversion rates and how to better use it. I want to take everything I learn in Chicago and develop it into an integrated package for small business clients, as well as putting it into practice in my own business.

I previously ran my own e-commerce company for eight years. I’ve been in the small business owner’s shoes. I understand what they need on the web. I want to help them get rid of their “sucky” websites and replace them with websites that convert. I want to be an attendee of the Chicago Conversion Conference in June. I want to make a difference in the world of small business.

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Editor’s note: This guest post is an entry to our $750 2-day conference pass promotions. Want to score a Conversion Conference Chicago pass at this unbelievable rate? Check out how to get one here

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Ion Interactive’s Mary D’ Alatri on CRO Planning, Testing Button Colors, and Chicago-style Pizza

June 18th, 2012 No comments

Editor’s Note: With Conversion Conference Chicago just around the corner, we thought it’s about time you get to know more about our speakers. From this day until the conference, we’ll be featuring a speaker and their answers to conversion and event-related questions.

You can join in and engage our speakers in pre-conference networking by sending in your own questions through email, Twitter, or our Facebook Wall. Big thanks to @In4mationHQ and @gtslawfirm for sending in their question (see question no. 2). Just like them, you too can have your burning questions for our speakers answered and featured here!

 

What’s a good way to start a Monday? Well, meet Conversion Conference Chicago speaker Mary D’ Alatri over coffee – virtually, that is ;-) With the conference just around the corner, it’s the perfect time to say hello and start planning to join Mary at her session.

Mary D’ Alatri is the Director of Account Services at ion interactive, the company behind Liveball, a cloud-based platform for creating and optimizing post-click landing page programs. Before leading ion’s client services team, Mary played an identical role at an online marketing agency focused on SEO and paid search.  That said, you can trust her to give sound advice not only on client relationship-building but also on digital marketing opportunities (or, heaven forbid, threats!).


Without further ado, here are Mary’s answers to our burning questions:


1) What do you think is the biggest challenge encountered by folks who are new to conversion rate optimization? 


This is a great question and one that we deal with quite a lot. In fact, it is really the basis of my entire session at conversion conference. In my session, I review the four most common hurdles to CRO but for people who are specifically new to this, I think the biggest hurdle is creating that road map to success. Some folks get the starting point right on but then struggle to keep their momentum. Others haven’t a clue where to begin but if given a little direction can really build a program.


Conversion rate optimization can be so simple to start (Hey, let’s test a button color!) that people often forget that in order to have long term, optimal success, you need a plan for testing and way to document and learn from past tests. In this field, a little strategic planning can go a long way to seeing your conversions continue to increase over time and avoid hitting frustrating plateaus. Building this type of strategic plan also helps to ensure that people new to CRO have the necessary buy in and support of the rest of their organization.


Finally, having a defined plan in place prior to jumping in with both feet, can also help to reduce the impact of future challenges. If you hit at string of unsuccessful tests, you have a map new waters. If you’re struggling for budget approval, you have long term conversion goals to share with your team. If you need to expand your program to new media, you can schedule these enhancements to provide ultimate impact with minimal resources.


Whether you’re new to conversion rate optimization or are far into your own plan, building a roadmap will always help to keep your long term goals and success at the forefront of everything you choose to do.


2) What’s your favorite color for encouraging conversion? Why?*** 


Hands down, my favorite color for encouraging conversions is whichever one proves to convert highest! I know that’s not a very specific answer, but it’s true. With hundreds of clients and thousands of tests, I’ve seen every color from red, blue, yellow, and green help to increase conversions. So many factors can influence this, imagery, background color, color of elements on the page, branding….all of it can make one color convert higher over another. The key here? Test, test, test!


3) Which speaker(s) are you most excited to hear, beside yourself, at Conversion Conference Chicago? 


I’m truly excited to hear so many of the speakers and am looking forward to a lot of the sessions! However, I’ve recently taken a larger interest in visitor psychology and the factors that contribute to conversion that go far beyond just the landing page itself. Consumer mindset, dissonance, confusion/anxiety, it all has such an enormous impact on your conversions and is absolutely vital for your entire organization to understand, especially your designers! Because of that, I’m particularly interested in hearing Dr. Weinschenk’s take on intuitive landing experiences.


4) What’s your favorite Chicago hangout? Why?


Having only been to Chicago for a few total days, I can’t say that I have a favorite hangout. With that in mind, can I just say anywhere serving Chicago style pizza and hotdogs? I know, I’m easy to please!


Got a question for Mary that can’t wait till the Conference? Post it on the comments section below, tweet it to us, or post it on our wall and we’ll make sure she gets it.

 

About Mary

Mary leads ion’s client services team and is responsible for client strategy and satisfaction. Mary brings a strong understanding of the online space and the opportunities it brings to marketers.

Prior to joining the ion team, Mary served as the Director of Client Services and Development for an online marketing agency focusing on Search Engine Optimization and Paid Search. This has given her extensive knowledge of the entire online buying cycle and how to create an impactful integrated marketing plan. She has been a frequent speaker at leading industry events and has a passion for client education and satisfaction.

Her agency success has revolved around building solid client relationships, leading an empowered team, and always striving to surpass expectations. Mary graduated from the University of Central Florida with a B.A. in Advertising and Public Relations.

 

See Mary Live!

Join Mary in her session on “Busting Barriers: How to Overcome Testing Program Obstacles” at Conversion Conference 2012 on June 25th and 26th in Chicago. See the full agenda and read more about this session. Follow Mary on Twitter to say hello and do some pre-conference networking.

P.S. Regular Pricing for Conversion Conference Chicago ends this Friday, June 22, 2012. Don’t wait the last minute, register now to enjoy some savings while you still can (and before passes are gone!).

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Why I want to go to Conversion Conference Chicago

June 16th, 2012 No comments

By Nancy Harhut
Chief Creative Officer, Wilde Agency

Wow! This year’s Conversion Conference in Chicago really has it going on! Two killer keynotes – Tim Ash on Understanding the Brain’s Need for Novelty and Shortcuts and Amy Africa on Power Selling – Absolutely Essential Tips for Moving Visitors to Action.

I’ve been lucky enough to hear both of these gurus speak before and they are awesome.  Can’t wait to hear what else they have to say.

In fact, Ash’s topic touches on subject matter that is woven through several sessions that I’m so curious to hear. Philip Klien is channeling Cialdini, whose books about influence and persuasion are my bible these days. They are just so smart.  I really want to hear how using his persuasion techniques increased click to cart by 40%. John Lawson is addressing the Influence and Authority aspects of persuasion. Very interested to hear his examples. And Jim Hudson has a PayPal case study of the power of psychology when it comes to increasing conversion, which I bet is going to be terrific, too.

It’s exciting to see solid proof points from others who have discovered their power.

Wilde Agency, which employs me as Chief Creative Officer, specializes in combing offline and online direct marketing best practices with the science of human behavior, so I know first hand how incredibly effective these social science techniques are.  It’s exciting to see solid proof points from others who have discovered their power.  In some respects the internet is the made to order medium for these persuasion triggers, although at Wilde Agency we’ve had great success employing them in print as well.

And while I am extremely interested in this topic, I have to say it looks as if these speakers will be in excellent company. Brian Massey’s killer copy session and Susan Weinschenk’s top 10 things every designer needs to know about people sound like must-attends, too (which may be difficult for me if Weinschenk and Klien are in fact occupying the same time slot!)

So much great information to be had!

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Editor’s note: This guest post is an entry to our $750 2-day conference pass promotions. Want to score a Conversion Conference Chicago pass at this unbelievable rate? Check out how to get one here

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Want to go to Conversion Conference? Write about it and get a 2-day pass for only $750!

June 15th, 2012 No comments

Yes, we have 20 2-day passes to sell at $750.

Here’s how to get one:

All you have to do is write a short blog post of 300-500 words telling us why you want to come to Conversion Conference in Chicago. To learn how to create a test plan or see the best practices in user-centered web design? To get better results from your online campaigns? To learn how other marketers have solved your challenges?


There’s a lot of great reasons for digital marketers and web designers to come to Conversion Conference, but if cost is the one reason you haven’t signed up yet, this is your chance to make it happen.

Be one of the first 20 people to submit your blog post!

Simply email your blog post to conversionconference@sitetuners.com and then send a tweet saying “I want to go to #convcon #chi June 25-26 http://bit.ly/y02uQn“. The authors of the first 20 compelling blog posts we receive will be given a special code to purchase one of the $750 passes.

 

Tell us why you want to come to ConvCon

Don’t forget to post your tweet saying “I want to go to #convcon #chi June 25-26 http://bit.ly/y02uQn“. If you don’t use twitter, you can post to our facebook wall instead!

Still reading? Start writing your blog post now!

 

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WANTED: Conversion Rate Optimization Rockstars to Speak at Conversion Conference East Florida

June 15th, 2012 No comments

Conversion Conference is a two-day event that focuses exclusively on strategies and tactics for improving website and online campaign effectiveness. We are now accepting proposals from qualified speakers for our Ft Lauderdale event in October, 2012.

Deadline: Monday, July 9th

If you have a targeted, innovative proposal on the topics below, we’d love to hear from you!

  • Website usability & design
  • Split and Multivariate testing
  • Neuromarketing/psychology/persuasion
  • Personalization/ehavioural targeting
  • Specific conversion strategies for email, mobile and social
  • Optimization tools and techniques
  • Specific conversion strategies for email, mobile and social

Case studies, innovative concepts and best practices pertaining to website conversion improvement are all welcome. Conversion Conference attendees represent B2B as well as ecommerce and B2C organizations.

Submit Your Proposal Now

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