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Lessons US Online Retailers Can Learn From International eCommerce Sites

May 12th, 2014 No comments

 

By Yulia Smirnova
CEO and Founder, CommerceBrain

 

ecommerce in developing markets

 Image source

 

Growing eCommerce business is not a feat for the fainted heart, especially if you do so in a developing market. eCommerce entrepreneurs in Brazil, Russia, India and Singapore are dealing with logistics, lack of suitable ecommerce technology and untrained staff. Yet, they still need to meet the expectations of VCs and grow consistently, while adapting to the market and educating the audience to shop online.

Most of the time, they learn a lot from the US market and develop custom tools, technology and processes to work around their business conditions.  Thus, the common notion stands that all the knowledge comes from US and Western Europe. Though, it is mostly true, there are a number of lessons that US eCommerce sites and retailers can learn from their international peers.

Take Yebhi.com, for example, one of the top ecommerce sites in India that makes $35 million in sales (last year) and sells apparel, footwear, jewelry, electronics and home wares. Scaling a VC-funded ecommerce site in a developing market poses challenges not only due to the fact that you have to develop infrastructure, but also to cultural specifics.

yebhi

If you do eCommerce in India, prepare fighting daily with its market-specific challenges: finding more customers in a country that’s mostly eCommerce illiterate, aggressive pressure from VCs, lack of support from the government, and a longer road to breaking even without external funding.

This business requires a lot of money to scale, especially if you are building the industry from scratch in the market that is still discovering what online shopping is.

Yes, it is a fact that India boasts of 6M people accessing Internet, while in affect only 3M are shopping, the rest are just charging their phones or have no means, or experience to transact online. Plus, the supply of eCommerce stores outweighs the demand. There are more goods online to purchase, aggressively discounted than shoppers able to buy.

So, what does the team do? It scales through better processes in operations it observes, testing human behavior and experimenting with technology. The team looks at ways to reduce costs in operations, marketing, fulfillment and customer service.

For example, the team reduced call-to-order ratio from 52% to 23% by placing as much video and text copy as possible regarding return and other related policies. They hid the phone number and tested this experience for a week. Orders did not go down, emails increased and calls went down. Before the change, the team would get 5,000 orders a day with 2,600 calls related to orders. After the change, they received 7,000 orders a day with only 1,600 calls. Thus, the improvement also increased the number of orders (profit) and decreased costs associated with order-related calls. Plus, the number of returns also decreased from 15% to 3%.

Many smaller US retailers pride themselves on being able to provide phone support, thus trying to differentiate themselves from the big guys. At the same time, phone support is super costly. The question is why not leverage the web as much you can to do both – offer that support effectively and save on costs. Yebhi relies on synced Twitter and Facebook posts with their CRM and customer support systems to be responsive, nimble and cost efficient. They use the tools that already exist. And working with what you’ve got is the best way to grow smart.

In addition to reducing the call-to-order ratio, the team also reduced the rate of first time resolution (FTR) vs. repeat customer calls. The Yebhi.com team approached this problem with two solutions: business process optimization and software to automate repeat activities. They found that 70% of the time customers called after their order was placed, while 30% of calls were made before the order was placed. Most of the time, agents would spend six minutes per call, with 1.5-minute hold time to check the details of the order in the system and to log a ticket.

Yebhi team identified the various kinds of information sought by agents after the order was placed (ninety-six states of what can happen to the order, which resulted in twenty questions for 90% of scenarios) and hardcoded the answers into a system that would spit out all the information needed for the agent in a text format. All that the agent had to do was look up the order number and choose a question. The system logged this action as a ticket automatically. This reduced customer service agent (CSA) time to three minutes and twenty seconds. Plus, the fix only took four developers and just three months of coding work.

These are just two examples of how to scale to profit faster. In my book, Yebhi.com story has 10 ways the team optimized for higher margins, including finding the best combination of online promotions based on testing and adjusting to human behavior and using advanced applications of conditional reinforcement (the same thing we experience in casinos, playing jackpot).

Within the year of vigorous testing for conversion resulted in the effective change from 1.2% to 2.3%.

Heavy slicing and dicing of customer data (surgical segmentation as I call it), was one of the best strategies to optimize effectiveness of email campaigns. Yebhi.com used to send five emails per week, but now they only send out emails twice a week and enjoy higher open rates and click-through rate (CTR).

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This post originally appeared on Commercebrain.com

 

About the Author

YVS1Yulia V. Smirnova is an ecommerce industry thought leader, speaker, and blogger with more than 10 years of experience in internet retail and online marketing marketing. Prior to founding CommerceBrain.com, Yulia worked for Walmart.com, Shopping.com (an eBay company), Texas Instruments, Microsoft and Intel, making online experiences simpler for customers and more profitable for businesses. Yulia received her BA in Marketing / Advertising Management and MBA from Portland State University, and MA in Foreign Languages Teaching from Sakhalin State University. Read her intelligent marketing insights at her blog, Memesponge.com

See Yulia Live!

Join Yulia in her session on “Scaling Ecommerce for Profit” at Conversion Conference Chicago 2014, June 17-19.

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Categories: Digital Marketing, Ecommerce Tags:

The Only Way to Use Bounce Rate

May 9th, 2014 2 comments

 

By Nate Turner
Online Marketing Director, Sprout Social


use bounce rate metric for context

I hear a lot of varying opinions on the bounce rate metric in analytics. Some think the overall bounce rate is a key metric in site performance and others think it is completely worthless. I’ve gone back and forth over the years and ended up landing in the middle, believing that both sides are wrong and right.

Why Overall Bounce Rate Is Dangerous


The overall bounce rate is good to get a quick read on how people are engaging with your site, but it is an average of all pages and that is precisely why you can’t rely on it as a KPI.

Simply watching the overall bounce rate will only show you incremental change. The more pages on your site, the less your bounce rate will change if a small group of pages spike from 40% to 90%. You aren’t going to jump in to find problems if you see your bounce rate go from 43.12% to 43.19%, but this may result in several revenue-driving pages performing poorly.

Even if you do want to dramatically improve your overall bounce rate, the way you will do that is by drilling down into your landing pages to find areas for improvement. So, get into the details and don’t live or die by the average.


Why Ignoring Bounce Rate Is Dangerous


While the overall bounce rate doesn’t give context, it is crucial to be tracking bounce rate for specific landing pages & campaigns. If you are spending money on traffic, you should understand how much is bouncing. Changes in keywords, targeting and ad content can change the experience for that visitor and the bounce rate for each landing page is an excellent signal for understanding if the change was positive or negative.

Outside of paid traffic, there are still going to be a lot of pages on your site that will be driving leads/revenue organically. If your bounce rate goes up on these pages, it is likely that your conversion rate will go down and leave you with less money at the end of your funnel.

I would recommend identifying your top revenue generating pages and creating a custom dashboard that shows stats for those pages so that you can use bounce rate as a signal of possible performance issues. The pages driving the most value for your site should be viewed frequently and easily accessible.

How to Approach Single Page Sites


If you have a single page website or an orphan landing page, it may appear that your bounce rate is incredibly high. Unless your page is strictly informational, there will likely be one or more actions you want the visitors to take.

If you add Event Tracking to any of the buttons, links or videos on that page, Google Analytics will count those actions as an interaction. This will prevent anyone with an interaction from appearing as a bounce and help you understand how each channel is truly performing.


The Only Way to Use Bounce Rate


Use the bounce rate metric for context at the granular level. Don’t use averages and don’t make it the only metric you optimize against. Let it signal what visitors are expecting to see/do on the page and align your messaging to meet that expectation.


This post originally appeared on NPTurner.com


About the Author


nate turnerNate Turner is currently the Online Marketing Director for Sprout Social, a social media management platform, where he is responsible for customer acquisition, marketing strategy, online marketing campaigns, optimization and analytics. He is an experienced digital marketing specialist with a passion for new media and startups.


See Nate Live!


Join Nate in his session on “Analytics, Heatmaps & Behavioral Analysis: The Trifecta of Testing Data” at Conversion Conference Chicago 2014, June 17-19. Great news: You can still save with early bird rates when you register by May 9th.

 

 

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Categories: Analytics, Conversion Tags:

Simple Neuromarketing Hacks that Increased Revenue by 65% in the First Round

May 7th, 2014 6 comments

 

By Talia Wolf
CEO, Conversioner


neuromarketing is all about influencing buyer psychologyImage source

 

We’ve just finished our first round of tests with one of our new partners & have interesting results that can help in your next optimization test.

The product enables customers to design & personalize their own invitations, greeting cards, slideshows and more. As a photo service, they allow  to quickly turn life’s moments into magical digital creations to share with others.


The Goal


The test goal was simple: increase the amount of sales. The status was that users would download the app and pay for the service, our mission was to get more people paying.


At my latest event I spoke about the reason people buy products or services.


To put in a nutshell: We buy products because of what they make us feel about others and ourselves. This is the basic psychological status of our purchasing habits. This is where Neuromarketing hacks step in.


For example, people who buy Apple products buy them to feel sophisticated, unique, different & smart. Yes the product is great too, but it comes with a dream and a sense of achievement. Price is not a factor (mostly).


There are many companies  selling the same product or service as you are, and it is up to you to give your potential clients a promise, to sell the dream that comes with your product and not its features. This is what we set out to do in our test using different Neuromarketing tactics.

 

The original landing page

Original-Landing-Page

Once we reviewed our client’s landing pages and completed our research we set off to design a new funnel.


Our research showed that we should focus on the ‘promise’.  We won’t be selling invitations or birthday cards, we’ll be selling an unforgettable event, the dream of a perfect event and the perfect wedding/birthday that everyone will remember.


The Test

Variation 1:

Landing-page-variation-1


Variation 2:

landing-page-variation-2


The first step in the funnel was creating the landing pages. Each landing page was designed by text and image to create an experience that enhances fun, love and cherished moments that will come.


The pink colors were chosen to increase femininity and romance while the green color was chosen to establish wealth, relaxation, cool. Green is also known as the easiest color for the eyes to process that making it easier for people to focus on the action (more about the emotional power of color and its effect on conversion optimization).

Other Neuromarketing hacks were introduced via messaging and text and in addition each landing page contained a fair amount of data below the fold helping users and navigating them through each step of the way.

The Results:

Ok be honest, without looking at the results below: which landing page do you think won? (Comment below, we’d love to know)


So, the most interesting thing we established and always tell our clients is that every part of the funnel matters, from banner to checkout. Usually when companies want to improve their online sales, the first place they want to optimize is the checkout but that’s not always the right way to go. What matters is the process, and doing things in a methodological way that can educate us and help us establish a conversion optimization strategy.


And here’s how we prove it; the landing pages didn’t have a huge increase in downloads. Even though at first glance the page is about downloading the app, we didn’t see a large increase in downloads, what we did see is an 65% increase in revenue in the first round of testing! The similar amount of people were downloading the platform but 65% more were purchasing the product. This is to do with the messaging and emotional triggers used on the landing page and why it is important to know where to start optimizing. The entire funnel is important, emotional conversion optimization is about making the small changes along the funnel that trigger something in the user that won’t necessarily increase that particular part of the funnel but will have a huge impact on the funnel as a whole.


We’re already working on the next steps in the funnel and the landing page optimization process, we’ll keep you posted as we go.  By the way, the winner is variation 1 :)


Looking forward to your comments!


This post originally appeared on the Conversioner Conversion Rate Optimization Blog.

 

About the Author

wolf-vTalia is a conversion optimization expert, social media advisor & speaker. As CEO at conversioner she is known for helping worldwide companies optimize their funnels & increase their revenue using emotional conversion optimization. Prior to conversioner, Talia ran one of the top social media agencies in Israel, and she consults with several startups helping them build their social reputation, conversion & marketing strategy.


See Talia Live!


Join Talia in her session on “Emotional Targeting: How to Convert Visits into Customers in Less Than 3 Seconds” at Conversion Conference Chicago 2014, June 17-19.


Great news: You can still save with early bird rates when you register by May 9th.

Save $100 when you register

Categories: Conversion, Testing Tags:

How to Create Written Content that Generates Leads

May 5th, 2014 No comments

By Andy Crestodina
Co-Founder & Strategic Director, Orbit Media Studios

Do you need more leads?


Are you looking for creative ways to use your blog content to improve your conversion process?


In this article, you’ll discover how to identify and patch the weaker part of your funnel by writing the right type of content.


How Content Drives Leads


Written content works in many ways.


Some writing pulls your audience toward you, building awareness.


Other content builds trust and compels your audience to take action. In other words, content can be useful at strengthening different parts of the conversion funnel.


The “funnel” is just a metaphor for the path that visitors take on their way to becoming leads, starting with awareness and ending with action. If you’re not getting leads, it’s because there’s a weakness in your funnel.

 

Content conversion funnel

Create the content you need to strengthen your conversion funnel.


What follows are many tips to help you generate more leads with your written content.


#1: Raise Awareness at the Top of the Funnel

At the top of the funnel, your goals should be to:

  • Get attention.
  • Establish relevance to the topic.
  • Support your branding.

If your conversion rate from visitors into leads is good (above 2%), but your traffic is low, the top of your funnel is weak. Here are some tactics and topics that will help.

Include Search-friendly Blog Content

Traffic from search engines is an excellent way to fill the funnel at the top. One of the fastest ways to fill the funnel with referral traffic from search engines is to align your web content with key phrases. Before you write your next blog post, research key words that relate to your product or service and write your blog posts around these keywords.


Write Guest Blog Posts


Guest blogging on external sites offers three benefits to the top of the funnel.


First, as you post on blogs other than your own, your social following grows. Next, the posts improve your link popularity and make your site more likely to rank higher in search results. Finally, every guest post you write strengthens your network of allies.

 

Guest posting with benefits

Links in a guest post and bio can drive traffic back to your own site.

Share Your Content

Of course, you should share everything you publish across all of your networks. Better yet, learn to adapt your web content to perform well in other places. After you publish a blog post, create a supporting video and post it on YouTube. Then, turn it into a presentation and put it on SlideShare.

Publish List Posts


It’s a fact that some types of posts get more clicks than others. Numbered lists tend to get more clicks because they set an expectation with potential visitors: they’re organized, scannable and provide multiple items that are useful or interesting.

List posts encourage people to click through and read

List posts like this one encourage people to click through and read.


#2: Encourage Consideration in the Middle of the Funnel

In the middle of the funnel, your goals should be to:

  • Educate people.
  • Engage prospects.
  • Get visitors to go deeper—to subscribe to your email newsletter and follow you on social media.

If your site has few shares and no comments, if traffic from campaigns is low and your email list isn’t growing or if very few visitors return to the site and the average visitor sees fewer than two pages, the middle of your funnel is weak. Try these tactics and topics and create a stronger middle funnel and keep your brand top of mind with visitors.

Write Detailed, Authoritative Posts and Pages


How-to posts help you demonstrate your expertise and position your brand as helpful. Visitors love them. Truly useful How-to’s are the posts that compel visitors to subscribe and follow, and these actions lead to repeat visitors.


Link Related Topics With Relevant Content


If your website has detailed pages about topics A and C, but not B, your visitors will leave to find that information elsewhere. Ask yourself if you’ve missed an important piece of content. Write those pages and link them to the related pages on your site.

Value of related articles

MOZ linked the text “T-shaped approach” to a related article that further informs readers and leads them deeper into the site.


Collaborate With Relevant Influencers


Build credibility by partnering with people whom your audience trusts. Contribute to relevant blogs and invite relevant bloggers to contribute to your site. This collaboration is a form of endorsement that strengthens the perception of your brand.


Use a Personal Tone and Be Approachable


Building a community means being a person. Let your visitors hear the voice of the brand in the writing and see faces in the team section. They should see interaction in the comments. Faceless companies just aren’t as memorable and prospects won’t stick around if your brand feels impersonal.

 

#3: Drive Action at the Bottom of the Funnel

At the bottom of the funnel, your goals should be to:

 

  • Turn “suspects” into prospects.
  • Build trust.
  • Inspire visitors.
  • Start a conversation.

 

If the conversion rate of your website is below 1%, you’ve got a problem at the bottom of your funnel. If your site doesn’t have a complicated lead generation process or a confusing ecommerce checkout, the problem is probably your content. These tactics and topics will help you support the bottom of your funnel and move your visitors to action.

Tell Stories That Show Your Values


If lists are for the top of your funnel, stories are for the bottom. Take your time and write posts that tell people the complete story of why you do what you do. The story should show you care and why the work you do makes a difference, whatever it is!


Show Evidence of the Value of Your Services


Numbers can be powerful motivators. Use data to prove your results and give your visitors a reason to trust your abilities.


Also, remember that anything you write is marketing, but anything someone else says is social proof. Use the voice of your customers throughout your site as testimonials.


Publish Content That Answers the Most Common Sales Question


For every prospect who contacts you and asks a question, there may be 100 others who didn’t bother to reach out and ask. Listen for those common questions and publish the answers in a research article or in an FAQ section on your site.

Guide Visitors From the Blog Into the Marketing Pages

A great marketing blog gently steers its visitors toward the marketing pages. The posts you publish should be relevant to your products or services and link to marketing pages within the text. Use these links to guide visitors deeper into your funnel toward conversion.


Include Calls to Action Relevant to the Posts


Are you suggesting that people connect with you? Is there a call to action at the bottom of your web pages and blog posts that encourages visitors to contact you? Or is each page a mini–dead end? Nudge your visitors toward your contact page with quick calls to action placed strategically throughout your site.

 

An example of a call-to-action (CTA)

To increase conversions, place calls to action throughout your website.

Write Articles for Specific Prospects

Do you have a few potential clients who just aren’t ready to sign your proposal? Do they have specific concerns? Are several of them worried about the same thing? Write a post, case study or white paper that addresses that concern. Even if it doesn’t close the deal with current prospects, the post may warm up your next lead.

 

Conclusion

Know, Like and Trust.

You’ve heard this before. People work with those they know, like and trust. These aren’t just vague concepts. They’re specific parts of your conversion funnel. If there’s a problem with your funnel, you can fix it with specific tactics and specific topics.


Use the tactics outlined in this article to make the weak parts of your funnel more efficient and effective.

What do you think? Do you know of other ways to fix a funnel? Do you have any questions? Let us know with a comment below.

This post originally appeared on Social Media Examiner


About the Author

Andy Crestodina imageAs Strategic Director for Chicago-based Orbit Media, Andy has provided web strategy advice to more than 1000 businesses over the last 12 years. Andy loves to teach web marketing, both as a public speaker and on the Orbit blog. He has written more than 170 articles on content marketing topics including SEO, email marketing, social media, and analytics. He is the author of “Content Chemistry: The Illustrated Handbook for Content Marketing”. Andy graduated from the University of Iowa with a degree in Asian Language and Literature and a certificate to teach Chinese.


See Andy Live!


Join Andy in his session on “Content, Conversions and Lead Generation” at Conversion Conference Chicago 2014, June 17-19. Great news: You can still save with early bird rates when you register by May 9th.

See Andy Crestodina at Conversion Conference

 

Categories: Content, Conversion Tags:

Session Preview: 7 Ways to Make CRO a Growth Driver for Your Business with Sean Ellis

May 1st, 2014 No comments

 conversion rate optimization is at the core of growth hacking

As a serious conversion optimizer, you know how important optimization is to the bottom line. That’s why you champion testing, devote attention to improving usability and user experience on your site, and obsess over the ROI of your campaigns.

But oftentimes, conversion optimizers can get too caught up with chasing after tactical gains that they lose sight of the bigger picture. You forget to ask how optimization fits into the overall growth strategy, how your efforts contribute to creating a sustainable fuel – a competitive advantage, if you will – for the business.


Without such foresight, your optimization efforts may bring in some short-term wins but ultimately succumb to the law of diminishing returns. Over time, you’ll be getting less and less from every tweak and test. A lot of factors lead to this, such as the declining quality of ideas, increasing competition from other websites, and changing customer behaviors.


Fortunately, you can fix this early on by going beyond campaign-level optimization. And all you really need are conversion rate optimization skills and knowledge to growth hack your business.

Save $100 when you register

Meet Sean Ellis


‘Feel it’s time to unlock growth in your business? Then you should talk to Sean Ellis, the one who coined the term Growth Hacking itself.


ellis,s-vSean Ellis is the CEO and co-founder of Qualaroo, a startup focused on enabling marketers to get the most out of their websites. Prior to Qualaroo, Sean held marketing leadership roles with several breakout technology companies including Dropbox, LogMeIn, Uproar, Eventbrite and Lookout.


Sean ran marketing through NASDAQ IPO filings at two of these companies, so he definitely knows the essential ingredients for launching a successful marketing program for startups.


7 Ways to Make CRO a Growth Driver for Your Business


At his session in Conversion Conference Chicago, Sean will show how CRO was the key ingredient for the growth of Dropbox and LogMeIn. He will provide insights gained from growing two startups from concept to IPO (LogMeIn, Uproar), as well as his time at Dropbox, Eventbrite, and Xobni. You’ll learn everything from using early testing wins to build momentum, to maximizing test quality and velocity, to the golden questions in customer research that unlock big gains.


You’ll walk away with seven specific ways to make CRO a growth engine and a framework for a scalable and repeatable optimization process that can grow your business.


See you at Conversion Conference Chicago in June!


Make plans to join Sean at his Conversion Conference Chicago session. Great news: You can still save with early bird rates when you register by May 9th.


If you’ve already registered for the Chicago event, don’t forget to check the agenda for other must-attend presentations!

Categories: Conversion, Digital Marketing Tags:

Session Preview: Marketing Apps – The Next Must-have Weapon in Your Conversion Arsenal with Mary D’Alatri-Ward

April 28th, 2014 No comments

How marketers think online users behave vs real online behavior


We digital marketers have been through a lot in these last few years. We’ve had to cope with rapid changes in the socio-cultural and technological landscape: the increasing ordinary-ness of mobile and social, and the changing habits, whims, and values of an always-on, always-connected consumer.


And yet, our basic problem as marketers remains the same: How do we capture and keep the interest of our visitors?


The bad news is that there is massive content on the web and our user’s attention is very much limited. So we can safely say that we have the same problem; Only this time, the difficulty level has gone up a notch. Or even higher, given the content overload that our audience experiences daily on the web.


Enter marketing apps, which, according to advocates, cantransform your static content into a useful digital experience.” They can potentially help us cut through the clutter and noise of the gazillions of content produced every day. They can help our landing pages stand out in the sea of cookie-cutter pages on the web.


Hey, we can finally practice user-centered design by putting out content that our visitors actually find useful and delightful!


So how do you get started?


Meet Mary D’Alatri-Ward


If you’ve been wondering how you can re-energize your digital marketing, then you should meet Mary D’Alatri-Ward.


200x200_MaryMary is the VP of accounts at ion interactive, leading their client services and production teams. 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 a high-impact integrated marketing plan.


Mary can answer your darnedest questions, such as “will marketing apps really solve my engagement problem?” Or “Does it mean that if I shift to marketing apps, I won’t need a landing page ever again?”


Marketing Apps: The End of the Landing Page?


The concept of parting from trusty landing pages would doubtless shock some marketers. But if you’re willing to take some risk to explore this opportunity for deeper engagement and user interaction, you should join this lively and controversial discussion.


In this session, Mary will reveal why some marketers are saying that landing pages are an outdated concept that should be replaced with personalized and engaging “Maketing Apps.” You’ll learn why marketing apps are the next “must-have” weapon in your conversion optimization arsenal.


You will walk away with practical ideas on how to start using them as springboards to launch into the rest of your marketing landscape.


Join us at Conversion Conference Chicago this June!


Make plans to join Mary at her Conversion Conference Chicago session. Great news: You can still save with early bird rates when you register by May 9th.


If you’ve already registered for the Chicago event, don’t forget to check the agenda for other must-attend presentations!

Categories: Digital Marketing, Engagement Tags:

Session Preview: Content, Conversions and Lead Generation with Andy Crestodina

April 22nd, 2014 No comments

Content – it’s the most important element on your site. It’s the reason visitors come and visit your web pages. And the quality of textual and visual information within your web content has a huge influence on prospects’ decision to interact and buy from you (or not).

Creating content that converts

In the online world, content can spell the difference between a bounce or a conversion, a lost prospect or a qualified lead, an abandoned cart or a sale.

Content is the lifeblood of any online business.

So it isn’t surprising that content marketing has become a top priority for marketers since this year, according to the Quarterly Digital Intelligence Briefing: 2014 Digital Trends released by eConsultancy and Adobe. With major search engines further emphasizing content relevance and the increasingly competitive digital space, more and more digital marketers are embarking on the quest for killer web content and the most effective strategies for winning prospects’ and customers’ attention.


But you and I know getting attention isn’t always enough. The more important questions remain: How exactly do you create content that converts? How do you make content that’s irresistible to your target customers?


Meet Andy Crestodina


If you’re still looking for answers, it’s time you meet Andy.


crestodina-vAndy is strategic director of Chicago-based Orbit Media, a web design company he co-founded in 2001. He has provided web strategy advice to more than 1000 businesses over the last 12 years.


His passion for teaching web design and web marketing has led to more than 170 articles on content marketing topics including SEO, email marketing, social media, and analytics. He is also the author of “Content Chemistry: The Illustrated Handbook for Content Marketing.”


Content, Conversions and Lead Generation


At Conversion Conference Chicago, Andy will analyze the birth of a lead, deconstructing each page in the process and each stage in the funnel. His session will show you the topics and types of content that attract and engage visitors.


In addition, you’ll learn the page elements and posts that generate leads and how to create content that drives lead generation for every stage of the funnel.


You should come to this session if you want to learn how content affects the conversion funnel, from high-ranking blog post to the page after the thank you page.


See you at Conversion Conference Chicago in June!


Make plans to join Andy at his Conversion Conference Chicago session. Great news: You can still save with early bird rates when you register by May 9th.


If you’ve already registered for the Chicago event, don’t forget to check the agenda for other must-attend presentations!

 

 

Categories: Conference News, Content, Conversion Tags:

Session Preview: Optimizing for the Entire Customer Experience with Melissa Burdon Cameron

April 16th, 2014 No comments

modern-vitruvianImage credit: Mike Licht via Flickr


If you’ve been paying attention to the biggest trends in digital marketing, then you know that your job as a marketer just got tougher. In the age of the mobile, social media, and multi-screening, optimizing your website or emails for visitors on desktop is no longer enough. Today you also need to make sure that there’s a consistent user experience across the various channels, platforms, and devices that you use.


In a nutshell, this means you as digital marketer must develop a deep understanding of customer behavior and preferences across devices. You must have a keen sense of user intent on each and every platform and be able to deliver experiences that match visitor expectations wherever and whenever they arrive on your desktop/smartphone/mobile site – or on your social pages.


Sounds fascinating, right? But it’s a lot of [hard] work.


Meet Melissa Burdon Cameron


Creating a seamless path to conversion in a complex environment is a big challenge, which is why you should meet Melissa.


burdon-cameron-vMelissa is the Director of Marketing Optimization at Extra Space Storage, where she heads customer acquisition across all platforms and channels. From desktop to mobile to email to call center processes to social media to apps – you name it, Melissa is on top of it. Her responsibility entails communicating with IT/Developers, Analysts, Creatives and Executives and working closely with the SEO, Branding, PPC, Email, Pricing and Call Center teams.


Melissa has been working for over 14 years as a consultant to numerous US and international companies on conversion rate optimization. Her experience includes a 7 year association with FutureNow Inc., one of the pioneer agencies in the Conversion Rate Optimization industry.


So, you see, if there’s one person you should be asking, “how the h*ll do I ensure a consistent cross-channel and cross-platform optimized customer experience?” that person should be Melissa Burdon Cameron.


CXCRO – Optimizing for the Entire Customer Experience


If you want to learn how to combine customer experience optimization and conversion rate optimization principles to personalize and optimize each and every interaction with your customer, then come join Melissa at Conversion Conference Chicago 2014, June 17-19th. Her session, CXCRO – Optimizing for the Entire Customer Experience, will show you how to use data to identify where there is room for improvement within your customer’s buying experience.


In addition, you’ll learn why you shouldn’t isolate your perspective to a single piece of the puzzle that obviously needs work. Every change you make to your customer’s experience will influence the pieces before and after.


Plus, you get to see how Extra Space Storage has gotten better results by optimizing and testing the experience as a whole and carrying through a consistent message.


See you at Conversion Conference Chicago in June!


Make plans to join Melissa at her Conversion Conference Chicago session. Great news: You can still save with early bird rates when you register by May 9th.


If you’ve already registered for the Chicago event, don’t forget to check the agenda for other must-attend presentations!

 

Can Your Conversion Optimization Strategy Last Another Season?

April 7th, 2014 No comments

conversion is king

 

Brace yourself – The optimized websites are coming.

We were thrilled when conversion rate optimization (CRO) finally gained attention in the past couple of years. Thanks to CRO geeks everywhere, the word “conversion” became part of every digital marketer’s vocabulary.

However, now that the “secret” is out, your work as a digital marketer has become harder. More companies (i.e. more of your competitors) are doing the same tactics: they’re testing and tweaking every page element they can get their hands on.

Worse, by now even your own efforts may be suffering from diminishing returns. If you were among the first to dabble in changing button colors, copy messaging, or image placement, then you’re probably seeing less of a lift from every tweak and test.

You’re also probably running out of good ideas to further optimize your website and improve user experience. It doesn’t help if you’re limited to working on the tactical aspects of conversion rate optimization, without a solid CRO strategy. And even with a strategy in place, that has still to be evaluated and updated on a regular basis. Because without a focused CRO strategy that incorporates emerging trends, technologies, and tools, it will be difficult to sustain whatever gains you’ve made.


Attend the One Conference That Makes Your Website Convert Better


If you suspect that your strategy is fast becoming outdated, send your team to Conversion Conference. Find out for yourself why some of the world’s biggest e-commerce and business-to-business (B2B) players attend one of our events year after year.

Discover not only the strategies you need to up your optimization game but an entire community built upon a common passion for website conversion optimization. Learn from the world experts in conversion rate optimization. At our Chicago event in June, you’ll meet:

  • Tim Ash, Author of Landing Page Optimization and CEO, SiteTuners
  • Charles Nicholls, Founder and Chief Strategy Officer, SeeWhy
  • Melissa Burdon Cameron, Director of Marketing Optimization, Extra Space Storage
  • Charlie Claxton, Chief Creative Strategist, UpTop
  • Andy Crestodina, Co-Founder, Strategic Director Orbit Media Studios
  • Mary D’Alatri-Ward, VP of Accounts, ion interactive
  • Sean Ellis, CEO, Qualaroo and Founder, GrowthHackers.com
  • James Green, CEO, Magnetic
  • Joel Harvey, Managing Partner, Conversion Sciences
  • Greg Jarboe, President, SEO-PR
  • Arnie Kuenn, President, Vertical Measures
  • Brian Lewis, Director of Optimization, SiteTuners
  • Anita Perez, Co-founder and VP Operations, TopSpot Internet Marketing
  •  Kyle Rush, Head of Optimization, Optimizely
  • Yulia Smirnova, CEO and Founder, CommerceBrain
  • Talia Wolf, CEO, conversioner

Conversion Conference is attended by hundreds of digital marketers, who, like you, insist on tracking, measuring, analyzing web performance, and utilizing the data and insights to improve online campaigns. Attend the conference and engage with these folks who know that there really is only one king in the realm of digital marketing: conversion.


Image credit for the iron throne: Wicker Paradise via Flickr

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Conversion Conference San Francisco 2014: Highlights, Takeaways, and Selfies

March 26th, 2014 No comments

convcon sf 2014

Another successful Conversion Conference San Francisco wrapped up last week and we are immensely grateful to everyone who joined us there. The SF event marked the 5th year of the Conversion Conference event series. Although we’re a bit saddened that it would be the final ConvCon in San Francisco, we’re glad that we had this opportunity to spread the conversion rate optimization in the Bay area one last time (and reconnecting with old friends and meeting new ones is simply…priceless!).


Half a decade of preaching CRO


Continuing the conference’s tradition of providing a space for web optimization and digital marketing professionals to learn and forge relationships, this year’s event brought together the best and the brightest in the website conversion optimization field to share success stories and their best tips. Keynote speakers Tim Ash, Bryan Eisenberg (who was back at ConvCon for the first time since 2010), and psychologist Bart Schutz impressed attendees with their knowledge on conversion maturity, ecommerce optimization, and psychological techniques for persuading visitors.


The sessions encouraged attendees to light Twitter up with insights on testing, persuasion, web design, mobile optimization, content marketing, usability, and user experience:

 

 

 

 

 

 


Check out the rest of the #convcon tweets here!

 

Oh yeah, there were “selfies” like this one, too:

 

 

Check out ConvCon chair Tim Ash’s fun pics from the 2 day conference here!

 

Techniques to last a lifetime

If you want to know what you missed or just need to relive the experience, check out these articles:


Welcome to Conversion Conference San Francisco! by ion interactive


That’s a wrap! at Conversion Conference San Francisco by ion interactive


#Convcon 2014: Interviews with the Experts by Fernando Florez, LanderApp


Conversion Conference 2014: Best Tips from Day 1 by Fernando Florez, LanderApp


Conversion Conference 2014: Best Tips from Day 2 by Fernando Florez, LanderApp


42 Takeaways from Conversion Conference San Francisco 2014 by SiteTuners


Conversion Conference SF 2014 Recap: 3 Actionable Themes by Jocelyn Burch


Broken Promises: How to Avoid Launching Tests That Break Your Site by Brian Massey


Conversion Conference Comes to San Francisco by Murray Newlands


Conversion conference proves that ‘conversion is king’ by Murray Newlands


 

 

See you in Chicago!

Join us next in the Windy City on June 17th-19th – Better not miss ConvCon Chicago because it will be the last show for 2014 before the re-launch of a bigger, better Conversion Conference next year. You can enjoy Early Bird rates until May 9th so check out the agenda and register today!

 

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