conversion conference

Time flies in Conversion Sciences world. It seems like just a few days ago that Brian was wowing the crowds at Conversion Conference in Chicago, but it was actually a couple of weeks ago! Our brains must be getting old…..

Brian with brain at Convcon 2

Brian with a presumably young and capable brain.


Brian’s presentation “Everything I Needed to Know about CRO, I Learned From Direct Response Marketers,” was a big draw at this year’s Conversion Conference. He and Dr. Debra Zahey (also known as ‘The Professor’) wow the crowd with their special blend of wit, hard data, case studies, and fashionably professional attire.
I don’t want to give away all of the secrets of this great presentation, so you can check out the slides here, and listen to the audio below. Enjoy!
And maybe just a few more pictures…..
The Professor and The Conversion Scientist.

The Professor and The Conversion Scientist.

Dennis van der Heijden is in an enviable position. He is able to see the results of hundreds of split tests through his awesome split testing service, Convert Insights at Convert.com.
He’s noticed a few things about how successful businesses are at finding winning tests.
These numbers plus his ideas on why some have tests that frequently yield conversion rate lifts while others don’t is the subject of my Instagraph. This was recorded live at Conversion Conference East 2012 in Ft. Lauderdale, Florida on October 10.
Here is a time-lapse video of the creation of the Instagraph.

Here is the final result.

[bookpromo]
[signature]

BJ Fogg is a Psychologist, Innovator and Director, Stanford Persuasive Technology Lab. He gave an inspirational and interactive keynote presentation at Conversion Conference West 2012 using props instead of slides. His props included a magician’s robe, and a kayak paddle as a wand.
Clearly, he knows something about how to communicate. Part of his presentation involved the audience teaching his B=MAT behavioral model to not one, but two others. You’ll find that model in this instagraph that I captured in real time.
FULL SIZE VERSION
Instagraph of BJ Fogg's Keynote at Conversion Conference 2012 West Infodoodle

I got to attend my first Conversion Conference in October of last year and I am pleased to have been invited to speak at this year’s San Francisco conference.
First of all, I learned a LOT at last year’s conference. And I study this stuff all day long.
I don’t pay to attend many conferences, but I think I’m pretty good at picking those that give me information I can use “on Monday.” Conversion Conference is definitely one of those. Just look at some of the agenda items:
Biggest Usability Mistakes That You’re Probably Making
The Science of Shopping Cart Abandonment (I will never look at cart abandonment the same)
Rapid Fire: Lessons Learned from 30,000 Conversion Tests (These kinds of presentations are gold)
Merging SEO & Usability to Drive Conversion (I say “YeSEO”)
Creating Killer Conversion Copy – Email, Landing Pages, PPC Ads and More (This is mine. Never bore your visitors again)
Getting Smart About Conversion on Mobile Devices (We’re all going to have to deal with mobile sooner or later)
I can get you $100 off if you register now. Enjoy the savings , but come for the new leads and new sales you’ll be getting all year round.
I’m completing the chapters of my new book due out in this Spring. Find out how you can get a free copy of the book when its available.

Your conversion marketing practice is actually a “stack” of disciplines each of which you will have some level of capability with.

Business Goals

Knowing exactly what you want your Web site to do for your business.

Visitors

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.

Content

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.

Channels

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.

Measurement

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.

Optimization

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.

Don’t Worry

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.