You Ask, They Answer: Conversion Conference 2012 Speakers’ Q&A Series 3

BabyCenter’s Director for Global Marketing Seth Berman on the Year of the Mobile and Fave Spots as a San Francisco Local

Editor’s Note: With Conversion Conference 2012 San Francisco just around the corner, we thought it’s about time you learn a bit more from each of our speakers. So we put on our journalist/paparazzi hat and placed each speaker on the proverbial hot seat by asking four questions, including one which can be considered a burning issue for digital marketers and other professionals in the internet industry: the Stop Online Piracy Act (SOPA) and Protect IP Act (PIPA). From this day until the conference, we’ll be featuring a speaker and their answers to the questions so be sure to check out our blog regularly.

But wait, there’s more! You can join in and do some pre-conference engagement with our speakers by sending in your own questions through email, Twitter, or our Facebook Wall. We’ll make sure your questions get the attention they deserve and even feature them here.


If you’ve been through the wonderful (or should we say terrifying?) experience of expecting, giving birth, and raising kids, then chances are good that you’re well-acquainted with BabyCenter. Now it’s time to meet Seth Berman, BabyCenter’s Director of Global Marketing, and learn what  technologies, processes, or tools will either make or break conversion this year for many a web companies.


1) What do you think is the hottest trend in optimization or conversion for 2012?

2012 is the year of mobile, and mobile conversion is no exception. Many companies are just launching mobile web sites, and they will be focused on optimizing mobile search campaigns. Others are further along, and they will begin or continue to run conversion tests on mobile devices. The rise of native mobile apps that require version releases through app stores means that conversion optimizers must find new ways to test in mobile environments.


2) What would you say is the biggest mistake people (still) make when it comes to optimization?

People are all great at coming up with new ideas to test, but we’re not so great at considering what we’ll do if the test fails. What will we test next? Because people only test things they think will win, they often don’t plan for the next test, and they only start thinking about it after the last test doesn’t win. Despite their experience that most tests fail to beat the control, people make this mistake over and over.


3) What’s your favorite place to hang out in San Francisco (that one place you just have to drop by/visit when you’re in the city)?

I’m a local, and I have many favorite places in San Francisco. Here are some I highly recommend:

Restaurant – Nopa, Locanda, Mission Chinese Food, Lers Ros Thai

Cocktails – Rickhouse, Bourbon & Branch, Beretta


So, there it is, folks! The best food houses andwhere to go for cocktails straight from a local 🙂


Got a question for Seth that can’t wait till March? 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.


More About Seth

Seth Berman is Director of Global Marketing at BabyCenter, the #1 pregnancy and parenting web and mobile destination worldwide. BabyCenter supports moms at every stage of their child’s development and connects marketers with a highly engaged audience to deliver targeted life-stage solutions geared to the exact moment in the motherhood journey. Seth is accountable for marketing strategy, user acquisition, and email marketing in BabyCenter’s 22 markets globally.

Seth’s speaking credits include Conversion Conference, ad:tech, Search Engine Strategies, Online Marketing Summit, Email Evolution Conference, LeadsCon, AppNation, and more. A native of the Boston area, Seth has an MBA from Duke University and lives in San Francisco.

See Seth Live!

Join Seth at his session on “Getting Smart About Conversion on Mobile Devicesat Conversion Conference West 2012 in San Francisco, California. See the full agenda and read more about this session.

Want to save on your Conversion Conference Registration? Follow him on Twitter and request a discount code.



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