Agenda - Conversion Conference Chicago

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June 11, 2013

Tuesday, June 11, 2013
8:00-8:45 am Registration & Networking Breakfast
8:45-9:00 am Welcome & Morning Remarks
Tim Ash: Conference Chair; CEO, SiteTuners & Author, Landing Page Optimization
9:00 - 10:00 am

Keynote Presentation:
The Conversion Maturity Model - A Roadmap to Profitability

Tim Ash: Conference Chair; CEO, SiteTuners & Author, Landing Page Optimization

How mature are you? More to the point, how mature is your organization in terms of maximizing the value of conversion rate optimization? CRO pioneer Tim Ash will give you his perspective based on experience gained with hundreds of SiteTuners clients. See where your company stacks up in terms knowledge and capabilities, technology & tools, organizational structure, processes and culture. Pinpoint your current level of conversion maturity and understand how to get to the next level.

10:00 - 10:30 am Morning Break • Exhibit Hall
10:30-11:15 am
(Choose one)
Everything I Needed to Know About CRO I Learned from Direct Marketing Brian Massey: Conversion Scientist, Conversion Sciences
Debra Zahay: Associate Professor of Interactive Marketing, Northern Illinois University

Learn how tried and true direct marketing techniques can be used to optimize response on your website. Limited time offers, calls to action, free trials, free gifts, money-back guarantees, yes/no options and sweepstakes have been used with success for years by traditional direct marketers. Get the secrets behind how and why these techniques work, and learn:

* What components direct response marketers test
* The psychology behind the techniques they use
* How offline techniques can be successfully translated to the online world
* How online marketing is different from offline marketing

Organic Conversions - Conversion Strategies for SEO TrafficAngie Schottmuller: Director of Strategic Planning & Optimization, Three Deep Marketing

It's no secret that more marketing spend goes toward driving traffic than converting it. Paid campaigns get to choose their landing page, but organic campaigns do not. As a result, conversion optimization from organic search gets tricky. It's time to bridge the gap and make SEO efforts truly pay off. Discover how to unite SEO and CRO efforts to achieve common goals, and learn advanced tactics to audit web analytics and optimize organic search entry pages.

11:30 am - 12:15 pm
(Choose one)
7 Pillars of a Mature Conversion Optimization StrategyMichal Parízek: Senior E-Commerce Specialist (Optimization, avast!

Why do some companies continue to achieve solid gains from testing activities while others struggle for meager results? Michal's conversion rate optimization maturity model outlines the factors that commonly differentiate a successful conversion practice from one that is all pain and no gain. Come see how the pillars of People, Knowledge, Activities, Test Strategy and Frequency, Processes, Sponsor and Tools work together to create the framework for continuous website optimization. If you are trying to grow or refine your CRO efforts, this model can help you assess your current efforts and see what you can improve to start getting more results with greater efficiency.

B2BCRO - Optimizing for the High-Value, Multi-Touch Conversion Bill Leake: CEO, Apogee Results

Landing page optimization, standing alone, won't cut it in the B2B space. Most B2B sales are complex, high dollar, multi-touch affairs. This session will combine case studies with best practices to showcase these important nuances in the B2B purchase process, and what you can do to seduce buyers into your active revenue pipeline. You'll learn ways you can convert beyond the form, and even on other sites. You'll also hear about many of the common pitfalls of applying conventional conversion "wisdom" to B2B and how to think more holistically about conversion in general.

12:15-1:30 pm Lunch and Roundtable Discussions
1:30-2:15 pm
(Choose one)
The Hard Sell: Converting One-Time Visitors into CustomersJeremy Shoemaker: CEO, ShoeMoney Media Group

Look at your web analytics: how much of your traffic comes once, never to return again? Stop thinking of these visitors as the fish that got away. Learn how to take these one-time visitors, capture their information, convert them into paying customers that keep coming back. You'll hear first-hand how Fast Company's Most Influential Person on the Web for 2010 builds lasting customer relationships and how you can leverage his secrets to make your digital initiatives dramatically more successful.

Creating Winning A/B Test Plans Ton Wesseling: Chief Optimization Officer, Online Dialogue
Bart Schutz: Chief Persuasion Officer, Online Dialogue

What does it take to create tests that lift conversions 75% of the time, and produce insights 100% of the time? Come hear how one company has optimized their own testing strategy by combining data with psychology. You'll learn their award-winning process and hear which specific tools they use to make it all happen.

2:30 - 3:15 pm
(Choose one)
Winning at SEM in an Experience-Driven WorldLance Loveday: CEO, ClosedLoop

Tired of scratching and clawing with competitors for small incremental gains from your SEM campaigns? Learn how infusing some user experience considerations into your Landing Page Optimization efforts can transform your paid search efforts. Lance will present multiple case studies in which he’ll break down the art and science of the Landing Experience Optimization process and show you specific design examples from various companies (as well as the eye-popping results!) that could make you rethink your entire approach to SEM and conversion optimization.

10 Time-friendly Tactics for Creating Content that Sells Ken Burke: Founder and Executive Chairman, MarketLive

Tame the content beast and really connect with your consumer! In this action packed, example-filled session you’ll see firsthand how to efficiently market and produce top-notch content. You’ll discover how to drive brand engagement across channels with simple editing tactics, how repurposing content keeps consumers interested, the secrets behind content that gets shared and more.

3:15-3:45 pm Afternoon Break • Exhibit Hall
3:45-4:30 pm
(Choose one)
Creating Habitual Experiences – The Ultimate ConversionCharlie Claxton: VP of Creative Strategy, Produxs

Given our main goal with Conversion Rate Optimization is to create an experience that resonates with our audience so they take action… wouldn’t we want them to take the action with as little thought as possible? Habits are things we just do, often with very little thought. Maybe habitual experiences is what we should strive to create for our audience? Here we will explore cognitive biases that trigger items in our subconscious, where 95% of cognition occurs..

Getting Personal: 5 Ways to Optimize More with TargetingJodie Ellis: Director of Marketing, Optimizely

Each visitor to your website presents a unique opportunity. Delivering the best possible experience to anyone and everyone who comes to your site may seem daunting, but it doesn’t have to be. In this session, Jodie will share 5 best practices and show tons of examples for targeting that will turn your one-size-fits-all website into a highly personalized experience that wows your website visitors and increases conversions.

4:45-5:30 pm
(Choose one)
High-Impact PPC: Reduce Pain Points, Increase ProfitsJon Morris: Founder and CEO, Rise Interactive

To build the best search marketing campaign, you need the right tools. And if the tools don't exist, create them. Come see how one agency built an inventory management tool with automation features for its client Abt Electronics. Abt was challenged by the ineffectiveness of bidding on thousands of product keywords manually, updating inventory levels on its website, and monitoring its pricing on branded products versus its competition. You'll learn how this automated solution gave them a significant conversion lift, and how you can do the same for your campaigns too.

Don't Just Replicate: Designing for Mobile Lead GenGiles McGrath: Creative Director, MediaWhiz

Mobile websites shouldn’t be a simple reproduction of your brand’s desktop site. Effective lead generation with mobile requires thoughtful consideration about how consumers interact with brands on their mobile devices, how they share content and the type of content and features that grabs their attention. In this session, you'll see how you can unclutter your mobile website or app to improve conversion and generate more qualified leads.

5:30-7:00 pm Cocktail Reception in the Exhibit Hall

June 12, 2013

Wednesday, June 12, 2013
8:45 - 9:00 am Morning Remarks
Tim Ash: Conference Chair; CEO, SiteTuners & Author, Landing Page Optimization
9:00 - 10:00 am Keynote Presentation :
The Science of Inbound Marketing
Dan Zarrella: Social Media Scientist, Hubspot

Billions of pieces of data, 5 years of research, and tens of thousands of readers and attendees in the making. The Science of Inbound Marketing will be the ultimate presentation of inbound marketing data, statistics and science. Join Dan Zarrella as he vanquishes any unicorn-and-rainbows myths you might have about how inbound marketing really works.

10:00 - 10:30 am Morning Break • Exhibit Hall
10:30-11:15 am
(Choose one)
Facebook's Hidden Conversion Rate Impact Dennis Yu: CEO, BlitzMetrics

Facebook users don't convert on their first impression or visit, not matter how attractive your landing page or content. The social assist drives up conversions in email, search, and other channels. See how Rosetta Stone drives a 650% ROAS via 5 key social conversion techniques-- message amplification, contests for email collection, offsite pixel, and conversion specs. Learn where last click conversion causes marketers to unintentionally miss conversions, then how to assign credit to social traffic. We'll provide a model that e-commerce companies use to forecast social traffic and conversions. We'll also look at benchmarks across verticals on the one trillion Facebook impressions we've collected.

Speed Matters: Qualifying Inbound Leads Before They Turn Cold Irv Shapiro: CEO and Founder, Ifbyphone

When a visitor fills out a web form on your site, how fast are you able to get them on the phone? Did you know that a sale is 22 times more likely to happen when you make contact within the first five minutes? Clearly, speed matters. But research from Harvard Business Review reveals that 63 percent of companies take longer than an hour to respond to a lead; 24 percent took more than a day. If you’re responsible for driving leads through a form, you’ll want to attend this session to learn specific techniques for decreasing the time between lead and conversation and see examples of companies that have been able to close more business simply by reducing their response times.

11:30 am-12:15 pm
(Choose one)
Eating Our Own Dog Food: How Adobe Lifted Conversions by 400% Jeff Fuhriman: Adobe

Marketers need to deliver digital experiences that resonate with target businesses, differentiate from competitors, and accelerate the sales cycle. Companies must learn how to effectively engage and connect with visitors by serving targeted content to the right audiences in order to nurture and accelerate leads to sales. Hear how Adobe has embarked on a journey to connect data from analytics, testing tools and visitor identification technologies to understand targets, personalize web experiences and better serve content to the accounts that are not only most likely to convert, but also most likely to buy.

Learn top tactics for identifying, engaging and converting visitors from your most important web segments and how to identify the top conversion metrics to engage visitors—and keep them engaged—utilizing personalization technology.

An Inconvenient Truth of MVT and A/B Testing Zee Aganovic:CEO, HiConversion

Visitor behavior is always changing. Focusing on statistical confidence and an immediate implementation of the test results can be dangerous because what worked yesterday may not work today. Come see how taking an adaptive approach that leverages artificial intelligence can more effectively uncover and drive traffic to the highest-revenue-per-visitor versions of your site. This session will primarily focus on Zee's work with ecommerce companies, but anyone doing testing will learn to view their test methodology in a different way.

12:15 - 1:30 pm Lunch and Roundtable Discussions
1:30 - 2:15 pm
(Choose one)
After the Conversion: Leveraging the Power of Confirmation Pages Josh Krafchin: Founder, CleverZebo

Confirmation and Thank You pages are one of the most under-utilized resources available to marketers. In this session, you'll take a quick-fire look at dozens of B2B and B2C confirmation pages and their component parts to find inspiration, new ideas, and success patterns that you can take back to your own Confirmation and Thank You pages. Expect discussion, critical thinking, and occasional moments of extreme fun!

Statistics 201: The Math Behind A/B Test Analysis Bryan Gumm: Manager, Experimentation Platform, Netflix

Most A/B tests can be analyzed by using one of two statistical tests (depending on the KPI of interest). In this intermediate session, you'll get an in-depth understanding of the statistics behind percentage-based vs. average-based KPIs, and learn how to determine the most appropriate statistical method to use for your tests.

2:30-3:15 pm
(Choose one)
Conversion Optimization Tips from the Testing SenseiChris Goward: Co-founder & CEO, WiderFunnel

Is your company advancing as fast as your competitors? Is your testing program agile or docile? Want to build a team of CRO ninjas? Learn what works from Chris Goward's experience with thousands of tests for hundreds of companies. You’ll learn top tips from his recently published book (“You Should Test That”), including where to test, what to test, and how to create a testing program that delivers fast results and marketing insights.

Mobile Marketing Maturity – Can You Track Me Now? Anya Cheng: Mobile Product Manager, Sears Holdings Corporation

Not only is mobile a less technically advanced environment, it brings with it the challenges of location-based marketing such as syncing offline in-store marketing messages with device-driven online promotions. Learn how Sears Holdings (Sears, Kmart, Kenmore, Craftsman etc.) is translating years of work in view-through analysis, attribution, retargeting, dynamic content services and display ad optimization into a world of location based marketing, couponing and retargeting on mobile devices. You'll see case studies showing how tracking challenges were overcome and how visitor data was used to personalize the mobile shopping experience.

3:15-3:45 pm Afternoon Break in the Exhibit Hall
3:45 - 4:45 pm Afternoon at the Improv: Live Landing Page Reviews
Tim Ash: Conference Chair and CEO, SiteTuners

Know your landing page has problems, but don't know where to start? Here's your chance to get some free conversion advice from the experts. This session, always a Conversion Conference favorite, is unscripted, unpredictable, and fun. You'll see live, spontaneous assessments of attendee web sites, complete with actionable advice on changes that could have an immediate impact on conversions. Whether you submit your site for review, or watch while your colleagues take the heat, there's no better way to see conversion best practices in action. You don't want to miss this session!

4:45 - 5:00 pm Closing Wrap Up


June 13, 2013

Thursday, June 13, 2013
9:00 am-1:00 pm
Half-Day Workshop
Landing Page Optimization Introduction Tim Ash: Conference Chair & CEO, SiteTuners

How much money are you losing with poorly performing landing pages?

Changes in landing page efficiency can dramatically improve the profitability of your online marketing programs. This half-day training will provide you with a crash course in landing page optimization. Landing page optimization expert and SiteTuners CEO Tim Ash will help you to improve conversions by applying "The Matrix" methodology to your landing page or website. The Matrix is a framework for understanding your audience from a user-centered design perspective, and ensures that you will consistently get the more of right people through the right activities in the right order.

What You Will Learn:

  • How to define mission-critical parts of your website
  • Defining and measuring the appropriate conversion action Segmenting your online audience into roles
  • Breaking down each role into specific tasks ("use cases")
  • Understanding key decision making steps (awareness, interest, desire, action)
  • Understanding the psychology of your audience and their cognitive styles

Presented by:
Rising Media
SiteTuners Conversion Rate Optimization


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