Conversion Optimization Workshop

The days of “Launch and See” are over. No longer will marketers exhaust their budgets and then find out if it was money well-spent. Collecting behavioral data is easy, cheap, and fast.

Brian Massey will take you through the emerging digital design process, showing you where simple experiments will ensure that marketing campaigns go out the door with high conversion rates and fast ROI on the spend.

In this workshop we will cover:


Campaign design: How does the development process change when it’s easy to get data?

→ Collecting ideas: How to collect ideas, classify them, and evaluate them with data.

→ Live critiques: We’ll practice collecting ideas by giving attendees free consulting.

3-4pm (with a break)

→ Designing a Landing Page (case study): How and when do we apply these new design techniques?

→ The Rules of Behavioral Data: To use data, you must understand its limitations and when to use it in your decisions. Low-traffic and high-traffic optimization techniques.

→ The Amazing Data You’ve Been Ignoring: You most likely have some great behavioral data laying around that you’re ignoring. Use it to craft your value proposition.

→ How to Create Great Offers: The heart of every campaign is a great offer. Use data and analysis to discover the right offer and the right words to use.


→ Testing Strategies: How to gather data before you launch anything. Techniques for low- and high-traffic campaigns and websites.

→ User Testing: The tools that Brian and his team keep handy to create behavioral data and make good decisions.

→ Launch with Confidence, but Don’t Stop Learning: How to use heat map reports, analytics, and session recordings to figure out what’s working and what’s not.

→ A/B Testing: A quick overview of A/B/n testing concerns.

→ Live Critiques: Let’s apply what we’ve learned to some websites with beers, wine and sodas!

The Breakdown:

  • 2:00 – Arrive, grab some coffee and a snack, get settled
  • 2:15 – Presentation with breaks
  • 5:00 – Q&A with beers, wine and sodas!

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