Learn the Latest Trends in Conversion & ROI

It's all about the conversion. The profitability of your online marketing depends on the efficiency of your web site or landing page. Learn how to improve conversion rates through better design, copywriting, usability, and landing page testing.

Check out these sessions on Conversion & ROI, or view the full agenda:

Wednesday, November 5

11:00-12:00

Valuable Data not Big Data: How to Truly Boost your ROI

  • Big data promises and big promises broken
  • Cutting through the noise and getting to what matters most
  • Putting together a Big Data business case
  • Enabling a simple process to action quick ROI wins
  • Speaker:
    Garry Przyklenk, Manager, Analytics Implementation, TD Bank Group
12:15-1:15

How to Integrate UX and SEO to Maximize Conversions

This session will discuss how UX and SEO can work together to deliver aligned approaches that meet both conversion and SEO goals. Specifically, you'll hear UX-SEO approaches to content strategy, information architecture, site navigation, copywriting, mobile design, and landing page testing. This session is best suited for user experience and interaction designers, content strategists, and SEO professionals. Attendees will walk away with an understanding of common UX and SEO challenges, as well as the methodologies needed to successfully overcome these challenges and turn them into opportunities.

  • Speakers:
    Antonio Casanova, Director of SEO, Starcom MediaVest
    Erik Peterson, Head of UX, DeVry University
2:30-3:30

Marketing to Mom: How to Avoid a One-Size-Fits-All Approach to Reaching Millennial, Gen X, Stay-At-Home and Working Mothers

Women represent a $14 trillion market, but within this increasingly powerful consumer group, mothers take the cake. Contributing $2.4 trillion to that figure, today's moms are a brand's most influential consumer, making nearly all household purchasing decisions - from grocery to automotive, health care and consumer electronics. But taking a one-size-fits-all approach when marketing to moms may backfire in a big way. This session will explore differences in the way that Gen X, Millennial, Working and Stay-At-Home mothers use technology to connect and share with each other, as well as insights into what works and what doesn't when engaging with this diverse demographic to build brand awareness and drive sales.

  • Moderator:
    Samantha Skey, Chief Revenue Officer, SheKnows Media
  • Speakers:
    Bohb Blair, SVP of Experience Design, Starcom MediaVest
    Kristin Hylek, Manager, External Communications, McDonald's USA, LLC
    Elena Parlatore, Quaker Digital/Social Lead, PepsiCo Americas Food
4:00-5:00

Surprising Lessons A/B Testing Reveals About Customer Behavior

You think you know your audience. But how confident are you of understanding how (and why) they react to your campaigns?

This unique session will share surprising lessons that will optimize membership registration and ecommerce campaigns to help you identify principles that improve your own marketing campaigns, while getting a better understanding of how to put science into marketing via testing and optimization.

In this session, you will learn:

  • How National Geographic tests its content to improve site engagement and subscription registrations
  • The 3 mistakes all marketers should avoid when optimizing their eCommerce funnels
  • How to systematically identify A/B testing opportunities and create test strategies that go beyond just getting "lifts"
  • Speaker:
    Taylor Kennedy, Senior Research Manager, MECLABS
    Mia Vallo, Senior Director, Marketing Analytics and Optimization, National Geographic Society

See the Full Agenda