Posts on State of Search about ‘Conversion Conference’

Multivariate Testing – Conversion Conference London

Dr Karl Banks from Conversion rate experts started the session which why you need to test. You need to split test because before and after tests stink, they don’t operate in the same timescale. Meek tweaking doesn’t work, small fiddly changes take forever to determine statistical relevance. Carry out bold targeted changes.
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Conversion Ninja Toolbox – Conversion Conference London

Tim Ash started the session with a tough truth. We see our web marketing as a rolling out the web carpet yet our visitors view is a castle wall that they have to climb to buy. The time has come to identify that we have all built the ugly baby. Look for problems constantly.

Top tools to find out that your baby is ugly: (more…)

Graphics persuasion and Interaction – Conversion Conference London

Sandra Niehaus, Closed Loop Marketing

What makes design conversion rate optimised?

Making the right design choices starts with asking the right questions. Client questions’ are usually tactical. The most pressing design question is “should my buttons be red?”. It’s the wrong question to focus on. The correct question is “is this design conversion optimised?”
Conversion optimised includes Usablity and Priority.

Usablity
• Good “affordance” – buttons need to look like buttons. Drop shadow text is not a button. Raised where possible. (more…)

Conversion Conference Hamburg – Day Two

The second day of the Conversion Conference started with a session about PPC and landing pages. The speaker, Kai Radanitsch of Ebusinesslab, started with some basic information about navigational, informational and transactional search.
An interesting point was the AIDA effect in PPC. You probably all know the A (Attention), I (Interest), D (Desire), A (Action), but I never thought about releasing it to a PPC ad like this: (more…)

The power of split testing – Conversion Conference London

Frank Overbeek from Sitespect started with a case study on Vegas.com

Vegas.com is the world’s largest Vegas city destination website, sells everything “Vegas”. They faced a dilemma on what to do with mobile. According to Pew research 38% of the US market use a mobile to access the internet. Comscore research pins this as 53% of users in the EU. 7% of Vegas.com traffic was from mobile with an increase in bounce rate of 50%.
Their actions were to start small:
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4 pillars of building trust online – Conversion Conference London

Tim Ash’s keynote began with saying it’s not about the technology, its about the inside of our own skulls, and focusing on that will deliver a lot of improvement in conversion rate.

Our lives depend on trust and there are thousands of actions every day that require trust. The pinnacle of trust is family and this deprecates as we move outwards. Building trust online is really tough because: (more…)

Recap of the first day of the Conversion Conference in Hamburg

So here we are: back in the train to Berlin after the first day of the first Conversion Conference in Hamburg. The conference is well attended. I don’t know the exact number of participants, but it is bigger than the conversion conference in Washington DC, I heard. Hamburg beats Washington DC, yeah! I’ll cover a few highlights of day one, because, to be honest, not all sessions were good enough to cover.

The day started with a keynote of Dirk Lauber, head of e-commerce at Baur Group, one of the oldest German mail-order businesses and one of the ten biggest online shops. Mr. Lauber has a yearly budget of 1.5 Million Euros (!) to invest in conversion optimization and user-centered-design. He talked about the changes in user behavior, from basic to experienced, and the development on the website, from IT over online marketing to user-centered-design. (more…)

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