Your conversion marketing practice is actually a “stack” of disciplines each of which you will have some level of capability with.
Knowing exactly what you want your Web site to do for your business.
Understanding the best visitors needs, the reason they are visiting today and the information they need to feel comfortable taking action. Touchpoint Personas are the important tool at this stage.
What content will you create for these important visitors? Will it be articles, video, or audio? These are important considerations made easy from your touchpoint personas.
How do your visitors want to hear from you? Where can your visitors be reached? Your choice of channels may include webinars, email, social media, blog posts and more.
Putting the analytics and processes in place to measure the effectiveness of your efforts. This often means designing your online presence differently to enable tracking of visitor behavior.
Testing your assumptions is the only way to achieve the high conversion rates that make you seem invincible to your competitors. This is how you reduce the cost of all online marketing efforts.
This may sound like a tall order, and it is. However, if you are marketing online, you are involved with conversion issues by definition.
The good news is that the folks at SiteTuners.com, lead by the always brilliant Tim Ash have put together the Conversion Conference.
The attendees will be leading the online charge in each of their industries.
I can think of no better way to get up the many learning curves that your conversion practice needs than this two day conference.
Topics at Conversion Conference include:
- Using Headlines, Copy and Graphic Design to Lift Conversion
- Split Testing, Multivariate Testing and Google Website Optimizer
- Segmentation, Personalization, and Persuasion
- E-commerce, and Lead Generation Conversion
- Landing Page Principles
- Optimizing Social and Mobile
- Design & Usability Mistakes
You’ve likely read books written by some of the Conversion Conference Speakers, like Landing Page Optimization and Web Design for ROI. There’s no question that the speakers at this conference are the folks you want to be learning from. Check it out. You can even save $250 if you use promo code CCE650 when you register on the Conversion Conference website.
If you won’t be there, I pray that your competitors won’t be either.
P. S. I do a complete writeup on the Conversion Stack in The Quintessential Marketing Automation Guidebook, Conversion Stack: Marketing Automation for Performance Marketers. It is free and you should find it enlightening.