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Gruesome conversion killers

Best practice advice in conversion optimisation and AB Testing


Our commentary: I was talking recently to Ben Jesson, CEO of Conversion Rate Experts to set up an interview we'll have soon on creating the business case and using the right process for conversion rate optimisation (CRO).

I mentioned it would be great if they could share some of their well-known presentations from conversion rate and search marketing conferences, so it's great to see their first from the recent Think Visibility conference, presented by Karl Blanks. Enjoy!

Marketing implications: Here's our pick - it's worth viewing fullscreen in Slideshare to pick up some others.

  • 1. "Just do it" - many companies still don't use AB or Multivariate template
  • 2. Move from "Meek Tweaking" to "Bold, targetted changes"
  • 3. Create an "M&M trail" or "conversion pathway" - see slide 33
  • 4. Get the basics right - test proposition, trust, proof points

Recommended link:View original conversion tips post

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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