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Agenda Day 2

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

 

Decision Triggers – Brain Science & Conversion

We think people make online decisions based on logic and rational thinking, but research on unconscious mental processing shows that whether people decide to register, buy, or take action on a site depends mostly on unconscious factors. Andre Morys will explore what neuroscience can tell us about the brain and the decision making process and explain how this impacts website conversions.

Moderator:
Mike Potts, Group MD, Elisa Interactive

Speaker:
André Morys, CEO, Web Arts AG

10.15
10.45
Coffee Break
10.45
11.30

Keynote: Praxeology – Lessons from a lost science

Advertising and communication has changed immeasurably over the last twenty years. But our tools for understanding people and brands remain largely trapped in the 1970s – if that. Can a missing science fill in some of the gaping gaps in our knowledge?

Moderator:
Rob Jackson, Founder, Conversion Thursday UK

Speaker:
Rory Sutherland, Vice-Chairman, Ogilvy Group UK

11.30
12.30

Track 1: Double Session

Campaign Management and its effect on the conversion rate

When does a lower average page position actually deliver more conversions? How do people react and convert differently to text, image and video ad formats? What exactly is the relationship between Impression Share and Conversions? CEO of OnlineAdvertising.ie, Alan Coleman, will provide you with a key overview of campaign management and the effect it has on your conversion rates. This session will focus specifically on Google Ad Words and will therefore be of particular interest to those currently using the programme.

Moderator:
Mike Potts, Group MD, Elisa Interactive

Speaker:
Alan Coleman, CEO, OnlineAdvertising.ie

 

Engaging Content… that converts

Learn the latest content marketing methodology and technology to turn more browsers into believers and buyers. This is an advanced session for those that understand that content is the driver of conversion rates. You’ll discover how to create content that engages readers and keeps them coming back for more, and how to distribute your content to generate increased traffic.

Moderator:
Mike Potts, Group MD, Elisa Interactive

Speaker:
Richard Falconer, Head of Technical Services, bigmouthmedia/LBi

Track 2: Workshop

The top 6 Email conversion mistakes nearly everyone makes

E-mail marketers struggle hard to reach world-class opening rates. In another part of the corporate world Web site managers try to thrust conversion rates to new highs. The end result of this “un-cooperation” is run of the mill campaigns with no clear conversion objectives. John Ekman , aka Chief Conversionista, will try to bring the two together and explore how Conversion focused email campaigns could and should be set up.

Bring your own campaigns and ideas, throw them into the big email conversion blender of this session.

Moderator:
Rob Kerry, Head of Search, Ayima

Speaker:
John Ekman, Chief Conversionista, Conversionista!

12.30
1.30
Lunch
1.30
2.15

CRO Case Study: How and why Domino’s Pizza adopted CRO techniques

How many times have you presented to the board, for one of the Directors to turn round and say ‘But my view is ….’. Introducing the concept of CRO was a first step we took to move away from personal opinions and subjective discussions to objective decisions informed by testing. Paul will take you through the journey Domino’s Pizza has been on, also drawing on his time at Easy Jet to explain how best to sell in this approach to your organisation and how you can use it to optimise your website against business objectives.

Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit

Speaker:
Paul Francis, Head of Commercial Systems, Domino’s Pizza Group

2.15
2.20
Session Break
2.20
3.15

Track 1:

10 E-Commerce bloopers you don’t want to make, but probably are…

Moderator:
Mike Potts, Group MD, Elisa Interactive

Speakers:
Michael Summers, Consultant, Global User Experience Research, PayPal
Jim Hudson, Global Research Manager, PayPal

Michael has watched over 1000 web and mobile device purchases. He’ll demonstrate 10 of the top usability mistakes that cause users to leave your website and shop elsewhere. Come see specific eyetracking video examples of UI characteristics that stop users in their tracks – and learn how to avoid them.

Track 2: Workshop

Understanding and Acting on Conversion Metrics

You’ve collected the metrics but what are they telling you about why your customers aren’t converting? In this session Martin Newman takes a look at this important question and discusses what things you should be measuring, which key conversion levers you should be focussing on and what other key opportunities exist, other than usability, to drive conversion. The workshop will include live site reviews, demonstrating some of the key issues.

Moderator:
Rob Kerry, Head of Search, Ayima

Speaker:
Martin Newman, Founder & CEO, Practicology

3.15
3.45
Coffee Break
3.45
4.45

Track 1:

The Top Tool Kit of the Conversion Experts

Which tools work best for which purpose? Are the most expensive tools really the best or is a combination of free or low-cost web-based tools just as effective? Ever wondered which tools the conversion veterans use? In this session our conversion optimisation veterans give you a unique insight into their very own toolbox.

Moderator:
Mike Potts, Group MD, Elisa Interactive

Speakers:
Ben Jesson, CEO, Conversion Rate Experts
Craig Sullivan, Group Customer Experience Manager, Belron

Track 2:

User Experience & Design for Conversion

Design has been a powerful influencer for thousands of years. Learn how you can increase conversions by using colour, shape, grouping, placement, and other design principles to establish credibility, clarify your message, engage visitors, and drive action on your site. Discover how Information Architecture, best practices in usability, and the right design can decrease your bounce rates. This presentation provides design examples as well as techniques for testing why users leave your site.

Moderator:
Rob Kerry, Head of Search, Ayima

Speaker:
Phil Guilfoyle, Senior Optimisation Consultant, LBI
Nikki Rae, Managing Director, Future Insight Analytics

4.45
5.30

 

Rapid Fire: Live Landing Page Critiques

Your landing page stinks – it’s just a question of degree. Bring your URL and our experts will give you some quick and actionable tips to immediately improve performance. Guaranteed to be an educational and entertaining session.

Moderator:
Rob Kerry, Head of Search, Ayima

Speakers:
Stephen Pavlovich, Director, Conversion Factory
Rob Jackson, Founder, Conversion Thursday UK
Paul Rouke, Head of Usability, Trainer and Consultant , PRWD

5.30 End of Conference
Agenda Overview Agenda Day 1 Agenda Day 2