Taking advantage of all your data to maximise customer acquisition and conversion

You’ve gone to the expense of collecting behavioural and demographic data about the visitors to your web site. You can see and hear what they are doing as they interact. Isn’t it time to show them that you’re listening?

A recent survey by Omniture* found that 65 per cent of online marketers are spending less than five per cent of their monthly marketing budget on optimising the conversion of website visitors into buyers.

Have you ever wanted to do more to leverage your marketing data to improve the results of your visitor acquisition and conversion campaigns? What would be the value of doing it better? What kind of results can you expect to get? What is the potential impact to your bottom line? And how it will improve the customer experience?

We want to help you answer these questions by offering you two FREE half day briefings which show you how to use the data you already have to dramatically improve your results:

MORNING BRIEFING Increasing relevance to maximise customer acquisition from advertising and search The morning briefing focuses on how to dynamically target visitor acquisition campaigns, from SEM and SEO to email and display. We will show you how to immediately improve response rates and decrease acquisition costs across all your acquisition channels.

AFTERNOON BRIEFING Optimising visitor conversion leveraging the data you already have In the afternoon we'll follow-on with an extensive look at how to use site data to improve visitor conversion, from testing and targeting your content through to product promotion strategies using site search and merchandising.

*Conversion Optimisation Survey of over 1,000 online marketers worldwide by Omniture, June 2009.

Increasing relevance to maximise customer acquisition from advertising and search

Online advertising continues to grow, even surpassing TV advertising spend in the UK recently. Fuelling this growth is a proliferation of advertising channels, extending display, email and search into new formats like video, social media and mobile. All of this means you have increasingly more data to interpret from increasingly more complex advertising platforms.

In this engaging session, speakers from Omniture, its customers and partners will discuss how you can bring all of that data together and use it to deliver more targeted and actionable advertising. We will cover:

• How to increase display and email targeting using customer data from your Web site
• How to optimise paid search by comparing it to your organic search performance
• How to take advantage of emerging trends in social media to acquire new customers

Please join us in the morning to master how to effectively target new visitors through data driven online advertising and search marketing.

Morning agenda

09:00	Registration and refreshments
09:30	Welcome and introduction: Making sense of your visitor acquisition
09:40	Optimising display advertising with the data that you already have
10:00	Optimising paid search marketing based on the outcomes that you want
10:20	Client case study
10:40	Coffee break
11:00	Optimising email campaigns using behavioural data
11:20	Optimising social media with the data that you already have
11:40	Conclusions, Q&A, wrap up
12:20	Close

Optimising visitor conversion leveraging the data you already have

So now that you’ve effectively attracted suitable visitors—and potential customers—to your site, how do you make sure the conversation continues and delivers the dialogue they expect? Too often today, visitors or shoppers arrive on a site with open anticipation, but with less than 8 seconds to engage, most sites fail to give visitors the experience necessary to convert them into profitable, repeat customers. The result is customer disappointment and a lost business opportunity.

To avoid the pitfalls of this phenomenon—we call it “Anticipointment”—we will discuss how to understand your conversion key performance indicators (KPIs) and optimise your unique “conversion funnel.” We will take a look at techniques you can use to not only increase conversions, but increase the value of those conversions—from testing your landing pages, banners, forms and any other website content, to targeting customers based on segments or profiles and recommending relevant content or products. In addition, we will discuss the role of data-driven site search and merchandising in creating a customer-centric experience that leads to higher revenues.

We’ll show you how to:

• Optimise landing pages using the data collected in the visitor acquisition process
• Scientifically test any website content to improve conversion using A/B and multivariate testing
• Drive relevant site search results that lead to rewarding customer experiences and higher conversions
• Automate relevant product or content recommendations across your site
• Merchandise the right products to maximise the customer experience and your margins

Please join us in the afternoon to master how to most effectively convert site visitors through better engagement, increased relevance and targeted experiences that lead to customer successes and business growth.

Afternoon Agenda

13:30	Registration and refreshments
14:00	Welcome and introduction: Why optimise visitor conversion?
14:10	Increase visitor engagement through landing page optimisation
14:30	Target content to improve relevance & personalise the customer experience
14:50	Use your metrics to convert more site search results
15:10	Coffee break
15:40	Client case study
16:00	Automate recommendations to accelerate cross-sell revenue
16:20	Leverage merchandising strategies for profitable conversions
16:40	Conclusions, Q&A, wrap up.
17:00	Close