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Agenda Day 1

Conversion Conference London – 30 November – 1 December 2011
Business Design Centre

Agenda Overview Agenda Day 1 Agenda Day 2
8.30
9.30
Registration
9.30
10.15

Keynote:

Mobile & Real Time Optimisation

Why is your established online strategy not transferring well to mobile? What are the important factors (and what aren’t) in determining how to increase your mobile conversions? What delivers results, how do you deal with “abandons” and save up to 60% of them? What should you be tracking? For anyone currently active in mobile, or planning to be, this is a keynote session you really cannot afford to miss. You’ll hear why your mobile conversion strategy has to be different and pick up the tips and tricks you need to put it in place.

Moderator:
Rob Jackson, Founder, Conversion Thursday UK

Speaker:
Amy Africa, CEO, Eight by Eight

10.15
11.15

Track 1:

Turbo-Charging PPC & Display Landing Pages

You’ve done your keyword research, written your ad copy, and set your bids. Why is your PPC programme still not making as much money as it should? Find out how to keep your promises (and make a lot more money) by aligning your PPC campaign with what happens downstream on the landing page. Learn how to identify your top performing PPC keywords, ad copy and apply multivariate analysis to pick the right combination of words and design elements for your landing pages. Discover techniques and software tools that can create dynamically generated customised landing pages and, above all, learn how to avoid the most common mistakes made on PPC landing pages.

Moderator:
Rob Jackson, Founder, Conversion Thursday UK

Speakers:
Guy Levine, CEO, Return On Digital
Kai Radanitsch, eBusinessLab GmbH

Track 2:

The Science of Split and Multivariate Testing

A/B testing is full of surprises! How can signups actually increase after removing a signup form? Does the navigation bar work better on the left or on the right? Which magical words can increase every CTR? Find out how to make website optimisation a continuous, long-term activity and which sort of tests work best to define these. But beware, the experts in this session will also show you a more negative side and illustrate some of the challenges and risks that come with testing.

Moderator:
Vicky Brock, Co-Founder, Highland Business Research

Speaker:
Karl Blanks, Chairman, Conversion Rate Experts

11.15
11.45
Coffee Break

Increasing International Conversions: An Introduction to GlobalMaxer and Cultural MVT

Are you tailoring your landing pages to visitors according to culture? Using our unique Cultural MVT suite GlobalMaxer and our cultural database we are finding fascinating variations from country to country between how users reach to different landing pages. Find out how to improve your conversions culture by culture, language by language, territory by territory by using Cultural MVT.

Joe Doveton, Head of Client Services, Oban Multilingual/GlobalMaxer

11.45
12.45

Track 1:

SEO and SEM versus CRO – Tactics for Optimising Both Search & Conversion

Improving your conversion rate means analysing what happens before a person even lands on your website. In this session we show you how you can maximise conversion volume, not just conversion rate, by using SEM and SEO to make the most of website inventory and generate more attention and higher CTR for your search results. You will learn how optimising Rich Snippets, Google Shopping (stars) and the use of special characters, amongst others, will have a positive impact on your sales funnel.

Moderator:
Rob Jackson, Founder, Conversion Thursday UK

Speakers:
Richard Baxter, Founder & Director, SEOgadget
Patrick Altoft, Director of Search, Branded3

Track 2:

Where’s my Conversion? Conversion Tracking in a Multichannel World

It’s almost impossible to continuously improve your website and increase conversions without a strong focus on tracking. Hear how companies are using data from multiple sources to track their conversions in today’s multichannel world. This session is not about creating reports but focuses on how you can use tracking data to continuously improve your conversion optimisation efforts.

Moderator:
Vicky Brock, Co-Founder, Highland Business Research

Speakers:
Craig Sullivan, Group Customer Experience Manager, Belron
Jeff Greenfield, COO & Co-Founder, C3 Metrics

12.45
1.45
Lunch
1.45
2.30

Keynote:

Confessions of a Conversion Rate Optimiser

With three best-selling books and more than 15 years of conversion optimisation experience under his belt, Bryan Eisenberg is legendary for his work is persuasion architecture, persona development and conversion rate optimisation. In this tell-all keynote, he reveals the intimate secrets that few insiders ever get to hear. Glimpse into the history of CRO and understand what will happen to this discipline in the future. Learn from almost two decades of successes and failures — why Bryan thinks most marketers are still in the dark ages in terms of conversion and testing, and how his simple three-step formula has streamlined the testing process for some of the most successful companies on the web. If time permits, we put Bryan in the hotseat when he opens up the session for a no-holds-barred question and answer period that could transform the way you think about online marketing.

Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit

Speaker:
Bryan Eisenberg, Professional Speaker, Best Selling Author, Consultant

2.30
3.30

Track 1:

Adaptive Content & Behavioural Targeting – Individual Websites for Bigger Potential

Every user is different: their prior knowledge of the website or subject matter, interests etc. vary greatly. Websites that don’t take this into account are wasting enormous potential. Learn how adaptive interactions can be used to design a persuasive conversion path, and how to create methods of implementing successful adaptive interactions without being annoying or invasive. Discover the best practices for moving from testing and content targeting to automated relevance targeting, how to set up short term and long term testing and targeting planning goals and how to align those goals with your internal organisational structure and culture.

Moderator:
Rob Jackson, Founder, Conversion Thursday UK

Speakers:
Charles Nicholls, Founder, SeeWhy
Graham Cooke, Managing Director & Founder, QuBit Group

Track 2:

E-Commerce Best Practices

How do you design your ecommerce website to persuade more visitors to convert? What guidelines should be followed when designing product and category pages? Learn guiding principles for making changes to your ecommerce website that will significantly increase your conversion rate.

Moderator:
Vicky Brock, Co-Founder, Highland Business Research

Speakers:
Stephen Pavlovich, Director, Conversion Factory
Paul Rouke, Head of Usability, Trainer and Consultant , PRWD

3.30
4.00
Coffee Break
4.00
4.45

Track 1:

Why won’t you buy? Finding and eliminating Conversion Blockers

Getting visitors onto your site is only the start of the battle – studies generally suggest that around 70% of all visitors that place items in their shopping cart do not complete the transaction. But what stops them from converting from visitors into customers? In this session, Karl Blanks and Rob Jackson will introduce some of the most common conversion blockers that are causing damage to your conversion rates and will help you develop strategies to eliminate them.

Moderator:
Rob Jackson, Founder, Conversion Thursday UK

Speakers:
Karl Blanks, Chairman, Conversion Rate Experts
Rob Jackson, Founder, Conversion Thursday UK

Track 2:

Video, Animation & Rich Media

The web is turning from a static text based medium to a video- and animation- based medium. With the explosive growth of YouTube, marketers have just recently begun to wake up to the power of video and animation to increase visitor engagement. Done properly, adding video and animation to your landing pages can increase conversion rates dramatically. Bring your questions and explore how adding these powerful tactics can create compelling, powerful and memorable interaction. Learn about the promises — and pitfalls – from veterans in the field, and see examples of both good and bad uses of these tools.

Moderator:
Vicky Brock, Co-Founder, Highland Business Research

Speaker:
Scott Harmes, Creative Consultant, DoubleClick Rich Media by Google
Susan Hallam, Managing Director, Hallam Internet

4.45
5.30

Panel Discussion: CRO, SEM & SEO – Find the synergies, find the potential!

CRO, SEM and SEO are increasingly merging into one another. This is a brainstorming/panel discussion session in which speakers representing the three disciplines join the audience in discussing how to find and make best use of synergies rather than fighting on three different fronts.

Moderator:
Rob Jackson, Founder, Conversion Thursday UK

Speakers:
Stephen Pavlovich, Director, Conversion Factory
Patrick Altoft, Director of Search, Branded3
Guy Levine, CEO, Return On Digital

5.30
8.00

Drinks reception & DDBW Awards

Join us for a drinks reception in the exhibition hall followed by the DDBW Awards. Network with your peers from across the three DDBW conferences (Conversion Conference, eMetrics Marketing Optimization Summit and Predictive Analytics World) and ECMOD, the Europe’s largest and most influential forum for catalogue, home shopping and multi-channel businesses.

Agenda Overview Agenda Day 1 Agenda Day 2