JUNE 17-19, 2014 / MCCORMICK CENTER SOUTH

Session Descriptions

Day 1

Tuesday, June 17, 2014

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:
Conversion Mythbusting - Debunking the Lies On The Way To Higher Profits


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

"Your web designers can create your landing pages." ? "These days everyone needs a responsive website." ? "You don't need a conversion optimization expert if you use the right testing tools." ? "Continual small-scale testing is more effective than redesigning your site." These are just a few of the common myths that are circulating among digital marketing professionals. Join bestselling author and noted landing page expert Tim Ash as he dispels many of the misconceptions around conversion rate optimization and gives you the reality check that you need to succeed.

10:00 - 10:30 am

Morning Break - Exhibit Hall

10:30-11:15 am
(Choose one)

7 Ways to Make CRO a Growth Driver for Your Business

Sean Ellis: CEO, Qualaroo

You know conversion rate optimization is important, but how do you take it from the campaign level to being an essential part of the growth engine for your business? In this talk, Sean will share how CRO was the key ingredient for the growth of Dropbox and LogMeIn, and show you seven specific ways to make CRO a growth engine for your business. From how to use early testing wins to build momentum, to maximizing test quality and velocity, to the golden questions in customer research that unlock big gains, Sean shares his insights from growing two startups from concept to IPO (LogMeIn, Uproar) as well as his time at Dropbox, Eventbrite, and Xobni.

Improving Conversions Through Useful Content Marketing

Arnie Kuenn: President, Vertical Measures

Once again, creating website content is critical to your business. Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. But how do you increase your conversions through search and social media? How do you get started? How will you consistently create content your market will engage with? Join Arnie as he provides answers to these questions through case studies and real life examples. He promises you will walk away with a list of action items.

11:25 am - 12:10 pm
(Choose one)

Maximizing Conversion with Common User Scenarios

Brian Lewis: Director of Optimization, SiteTuners

If you're not constructing User Scenarios to define your site design and information architecture, you're likely frustrating visitors, depressing conversion and wasting marketing dollars. In this session, you'll learn what User Scenarios are (and aren't), how they eliminate conversion-killing cognitive biases your stakeholders may bring to the design project, and why they need to be an integral step in your design process. You'll also see examples of User Scenarios in action and receive detailed tips for creating your own conversion-boosting User Scenarios. (This session is most appropriate for marketers who are new to creating and using user scenarios.)

More Leads, Sales & Engagement: Your Email Optimization Action Plan

Hunter Boyle: Senior Business Development Manager, AWeber

Ready to go beyond A/B subject line tests? Let's shoot for bigger gains and explore the best ways to optimize your email efforts. If you've been feeling uninspired about email testing, this session's ideas, strategies and tactics will help to reboot and re-energize your approach.

12:10-1:30 pm

Lunch and Roundtable Discussions

1:30-2:15 pm
(Choose one)

Driving your Multi-Device Strategy with Customer Experience Maps

Charlie Claxton: Chief Creative Strategist, UpTop

There’s a lot of chatter these days about responsive design, but do you know whether this approach is right for you and/or should it be paired with other mobile strategies? The first thing you need to figure out is your customer - not what everyone else is doing with their mobile strategies. Does your multi-device experience align to your customers’ expectations and - more importantly - how they think? In this session, you will learn how to create a cross-device customer experience map, implement low-cost research tactics to understand your user intentions and journeys, and develop goal-driven user stories mapped to each device.

Smarter Forms - Using Progressive Profiling to Increase CVR

Casey Cheshire: Chief Awesome Officer, Cheshire Impact

If you're not using your CRM system to help improve online conversions you are missing out on a huge opportunity. Using data you already have about your prospects, you can dynamically adjust the length of your online forms. Eliminating fields like title or industry can increase the form-fill rate and give you the freedom to test the addition of new qualification fields that could boost acceptance rates of leads by your sales team. Learn how to implement these techniques on your site—without being creepy.

2:25 - 3:10 pm
(Choose one)

Marketing Apps: The Next Must-Have Weapon in Your Conversion Arsenal

Mary D'Alatri-Ward: Vice President, Account Services, ion interactive

In a world taken over by the mobile device and content overload, consumer expectations are dramatically evolving and your static landing pages will no longer cut it. Visitors have now come to expect the same level of interactivity and usefulness received in a mobile app across all their digital interactions, and that includes your landing experiences. Marketing Apps make this possible by transforming your static pages & content into highly engaging experiences that can transform the way visitors interact with your brand. From calculators to configurators and online quizzes to assessments, Marketing Apps change the game. Visitors are no longer satisfied to just ?land? on your page, start launching them into the rest of your marketing landscape! Join this evolutionary discussion and walk away convinced that Marketing Apps are the next ?must-have? weapon in your conversion optimization arsenal, with actionable next steps for transforming your static pages in to marketing apps.

Maximizing Conversion Rates Through Cross-Device Retargeting

James Green: CEO,Magnetic
Soo Jin Oh: Vice President & Strategic Director, Magnetic

Targeting across devices represents the future of digital advertising. With a majority of consumers now accessing information on their smartphone, either via an application or mobile web, it has become critical for marketers to remarket to visitors across multiple channels and devices in order to increase conversions. This session will show you the value that cross device targeting brings to marketers, and how you can put this strategy to work in your own campaigns.

3:10-3:40 pm

Afternoon Break - Exhibit Hall

3:40-4:25 pm
(Choose one)

Optimizing Phone Calls: Five Steps for More Rings

Joel Harvey: Managing Partner, Conversion Sciences

On lead generating websites, a phone call can be 5 to 10 times more valuable than a form submission. So why do so many led gen landing pages make the same call-killing mistakes? This session will present 5 steps you can take to increase the volume and quality of phone inquiries. You'll learn how to develop the right call to action for generating calls, where phone numbers should be positioned on your pages, and how to identify the pages that generate the best calls for your organization.

Analytics, Heatmaps & Behavioral Analysis: The Trifecta of Testing Data

Nate Turner: Online Marketing Director, Sprout Social

The testing process often entails reviewing analytics, assessing heat map data or considering your user's behavioral psychology - each resulting in separate and sometimes conflicting conclusions. But you can eliminate contradictory outcomes by combining all of the data and creating more holistic solutions from the results. Learn about this rounded approach to testing and see examples of how it is helping support continued growth at Sprout Social - a Chicago startup that grew from 1,000 to 12,000 paying customers in less than three years.

4:35 - 4:45 pm

Lightning Round

Rapid-fire Insights on Tools & Technology

Like speed dating, but for sponsors.

4:45-5:30 pm

CRO and Growth Hacking: Are they Really the Same Thing?

Panel Discussion with Dan McGaw, KISSmetrics, Nate Turner, Sprout Social & Sean Ellis, Qualaroo. Moderated by Tim Ash

Growth hacking. The terms (coined by speaker Sean Ellis in 2010) has gotten increasingly popular in digital marketing circles recently. Wikipedia says "growth hackers are simply good at using techniques such as search engine optimization website analytics, content marketing and a/b testing." That statement makes it sound a lot like conversion rate optimization. But is it fully accurate? And is growth hacking just for startups? Join conference chair Tim Ash as he asks these questions and more of three real-life growth hackers.

5:30-7:00 pm

Cocktail Reception in the Exhibit Hall

Day 2

Wednesday, June 18, 2014

8:45 - 9:00 am

Morning Remarks


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

9:00 - 9:50 am

Keynote Presentation: Unlocking Mobile Conversions


Charles Nicholls: Chief Strategy Officer, SeeWhy

Mobile is driving an increasing share of commerce, both through online conversions and driving traffic to stores. The intersection of mobile, web and location data is opening up a new class of conversions and opportunities to capture the sale "in the moment." Where brands have optimized for mobile devices, in some cases half of their sales are now coming from mobile devices. Yet for the majority of retailers, abandonment rates on mobile are dramatically higher than desktop, so what have these sites done differently? Who is spending money on mobile devices, and what are they buying, where and how? This session will provide 3 techniques for capturing the sale using mobile devices. Based on case studies and test results extensively, this presentation will share the secrets of success for conversions on both smartphones and tablets, and show you what you need to drive mobile conversions, and to use mobile to drive traffic for in-store conversions.

9:50 - 10:00 am

Sponsored Session: Turbocharge Your Marketing Efforts


Kevin McShane: Managing Director, HP Optimost

Your customers are telling you all about themselves - and how to make them perfectly happy - across thousands of digital channels. Are you equipped with the right tools and expertise to turn that into increased lift and value? With the data available today, marketers can now truly understand their audience, making the most of each and every time someone engages with their brand. In this session, you'll learn how HP is helping marketers to attract the most qualified audience, immediately engage their interest, convert them more quickly, and understand them to grow loyalty and lifetime value.

10:00 - 10:30 am

Morning Break - Exhibit Hall

10:30 - 11:15 am
(Choose one)

Conversion Hacks for Organic Search Traffic

Angie Schottmuller: Director of Strategic Planning & Optimization, Three Deep Marketing

On average 70% of website traffic comes from search results. Are you optimizing conversion for organic traffic? Over 99% of websites are not, so it's a huge opportunity for you to gain an advantage. Learn how, when and where to provide search visitors a clear path to conversion, regardless of where a they enter your site... and despite Google's "not provided" keyword madness. From ranking, click-through, stick (cleverly maintained scent), and conversion, you'll leave this session loaded with tips to overhaul your regular website with some powerful SEO conversion boosters.

Getting Better - and Smarter - at Customer Targeting

Gitali Halder: Analytics, Hewlett-Packard

Showing measurable ROI is a real challenge for any marketing campaign manager, regardless of industry or audience. To really move the needle, marketers need to make their campaigns highly efficient by targeting the right message to the right customers, based on their potential to respond. Come learn the process HP uses for defining key targets using data, analytical techniques and predictive models.

11:25 am - 12:10 pm
(Choose one)

Fresh Testing Ideas: Going Beyond the Low Hanging Fruit

Kyle Rush: Head of Optimization, Optimizely

After your first six months of conversion optimization you've picked all the low hanging fruit. It's now much harder to produce a winning variation and you're struggling to figure out where to go next. In this session, Kyle will walk you through how to increase the sophistication of your conversion optimization strategy to produce those hard fought winners.

Your Hidden Focus Group: Using Site Search Data to Help Users Convert

Anita Perez: Co-founder and VP Operations, TopSpot Internet Marketing

Sometimes—in spite of our best efforts to optimize our landing pages, streamline our navigation, and offer targeted, personalized content—users will still go directly to the search box to find what they?re looking for. In this session, Anita will discuss how to use your own site search data to craft content strategies that will aid conversion optimization efforts. You?ll leave this session with an understanding of how to use behavioral data, search query patterns, and analytics tracking best practices to implement calls-to-action and data-driven content strategies that will increase your conversions by enhancing your visitors? overall user experience.

12:10 - 1:30 pm

Lunch and Roundtable Discussions

1:30 - 2:15 pm
(Choose one)

Content, Conversions and Lead Generation

Andy Crestodina: Strategic Director, Orbit Media

Content. It?s why they visit and why they convert (or don?t). Content is part of every step in your funnel. So how?s it working on your site? How can you measure the impact of your content? How can you create content that converts? Join Andy as he analyzes the birth of a lead, deconstructing each page in the process and each stage in the funnel. You'll learn which topics attract visitors and deepen engagement, what elements on pages and posts ultimately drive leads and how to create content for every stage of the funnel. This session covers how content affects the conversion funnel, from high-ranking blog post to the thank you page after the thank you page. Recommended for content marketers with a minimum of two years of blogging experience.

Scaling Ecommerce for Profit

Yulia Smirnova: CEO and Founder, CommerceBrain

CRO in the ecommerce space requires going beyond site experience and front end marketing. Optimizing how you deliver offers, fulfill orders and support customer inquiries all lead to higher engagement rates, more online sales, less returns and higher profit. Yulia will share examples from online retailers and show you the one thing 90% of loyalty marketers miss but must have to increase and sustain engagement.

2:25 - 3:10 pm
(Choose one)

Cracking the Code to Referral Conversions

Dan McGaw: Director of Marketing, KissMetrics

Customer referrals are the best way to convert new customers. Companies like Groupon, Dropbox, Airbnb, Code School, and Uber have leveraged customer referral campaigns to drive amazing growth, but cracking the code to converting these referrals can be extremely tough. If you are interested in building a high converting referral campaign that drives amazing growth, while reducing cost per acquisition costs, then you need to attend this session.

Emotional Targeting: How to Convert Visits into Customers in Less Than 3 Seconds

Talia Wolf: CEO, Conversioner

Emotional targeting is about understanding the hidden world behind the click, knowing why your users make decisions, and helping them choose your product. Human behavior and action is controlled by emotions and psychological triggers, with as much as 95% of human decision making happening at a subconscious level. (But later justified consciously). Join Talia as she shows you the emotional triggers proven to make users tick -- and click. Learn how you can optimize your messaging and design to trigger an emotional response that prompts conversion.

3:10-3:40 pm

Afternoon Break in the Exhibit Hall

3:40 - 4:40 pm

Afternoon at the Improv: Live Landing Page Reviews

Tim Ash:Conference Chair and CEO, SiteTuners
Joel Harvey:Managing Partner, Conversion Sciences

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!

4:40 - 4:45 pm

Closing Wrap Up

 

Day 3 (Optional)

Thursday, June 19, 2014

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 fast-paced and practical small group 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.

Short lecture segments will alternate with practical hands-on work. Participants will complete exercises to apply key concepts to their specific situation.

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