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…)

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…)