Destination Cities

• Amsterdam
  4 November 2008
  Amsterdam Marriott Hotel
• Brussels
  5 November 2008
  Stanhope Hotel
• Copenhagen
  11 November 2008
  Radisson SAS Falconer Hotel
• Hamburg
  14 October 2008
  SIDE Hotel
• Helsinki
  29 October 2008
  Palace Gourmet
• London
  6 November 2008
  Soho Hotel
• Munich
  22 October 2008
  Hilton Munich Park
• Paris
  15 October 2008
  Le Méridien Etoile
  ---
  18 November 2008
  Hotel Baltimore (Mercure)
• Stockholm
  28 October 2008
  Scandic Continental

Maturing your Website from a Monologue to a Relevant Dialogue

Maximising Conversion through Automated Testing & Targeting

Afternoon Briefing (12:30pm-3:10pm)

So now that you’ve effectively driven new customers to land on your site, how do you make sure the conversation continues and delivers the dialogue your customer expects? Too often today, customers arrive on your site with optimistic anticipation but once they get past your landing page, most sites communicate to them all through a one size fits all generic content; delivering disappointment to most customers.

To avoid the pitfalls of what we call ‘Anticipointment’, we will discuss how you can simply test your landing pages, banners, forms and any other website content using the real-time feedback from your customers to decide which creatives and content they prefer which also positively impacts site conversion. In addition, we will discuss how targeting to segments, or to each customer individually greatly enhances the relevance of your site and measurably increases conversion and revenue.

We’ll show you how to:

• Improve your conversion by using A/B and Multivariate testing to scientifically test your landing pages, banners, forms and any other website content
• Geo-targeting – how to simply target content based on the Geo location data you already have in your web analytics tool
• Segment Targeting – how to create segments that make sense for your business and deliver more relevant content to each, based on business rules you control.
• 1 to 1 targeting – how to leverage automated algorithms and anonymous customer data to deliver the most relevant experience to each customer.
• Email testing – Improve the results of your email campaigns by determining which ones actually converts best in real-time.

Afternoon Agenda
- Improving Website Conversion with Testing & Targeting

12:30	Registration and Refreshments
13:00	Welcome and Introduction
13:10	Market Overview & Industry Trends What are the world’s leading online marketers doing to test and optimise their website content to maximise conversion and how can you emulate them.
13:25	Business Challenges & Solutions An assessment the resource and business process impact of deploying testing and targeting. How have online marketers successfully introduced this into their organisation.
14:15	Break
14:30	Customer Case Study A relevant case study will be chosen from across various industries.
14:45	Sponsor’s Insight Event sponsor will give their insight into the market and share their experiences delivering testing and targeting campaigns to their customers.
15:00	Q&A with our Industry Experts A chance to ask the experts all of your questions. - Where is the industry heading? - What are the best practices? - How much should you budget? - How is the business case and ROI calculated?
15:10	Close

Register now to join us in the afternoon and learn how to most effectively convert visitors to customers by testing and targeting your content.