The document discusses how the increasing value of website sessions is driving marketers to focus on converting more visitors rather than just maintaining traffic levels. It notes that factors like zero-click searches, AI in search engines, increasing search ad competition, a cookie-less future, and rising costs of links are making it harder to get visitors and increasing the value of each session. The document then introduces conversation-based tools like chatbots, in-page bots, and visual bots that can help convert more sessions by automating personalised conversations with visitors. It argues these tools have been shown to increase conversions by up to 74% on average.

1. The Increasing Value
of a Website Session
Greg Landon
HEAD OF MARKETING
LEADOO
LONDON, UNITED KINGDOM ~ AUGUST 31 - SEPTEMBER 1, 2023
DIGIMARCONUK.CO.UK | #DigiMarConUK
KEYNOTE

2. The Increasing Value
of a Website Session

3. Greg Landon - Head of Marketing at Leadoo
About Me
Worked in marketing agencies for
close to a decade
🇿🇦 Grew up in South Africa 🇿🇦
🏴
� � � � � � � � � � � � Based in Cardiff,
Wales 🏴
� � � � � � � � � � � �
🇫🇮 Work for a Finnish company 🇫🇮
🇺🇲 Big NFL & country music fan 🇺🇲
🇮🇹 Partner is Italian 🇮🇹

4. Sessions are everywhere, and
internet use is only going up.
My website already gets X
thousand sessions a month.
Wait a minute…
Internet users over time
Number of internet users (in millions) and year-on-year change
Source: DataReportal

5. Reason #1
Zero Click Searches

6. 25-70% of Google searches do not
result in a click - organic or paid.
Ad real estate, rich snippets, local info,
and passages diminish organic CTR.
Zero Click Searches
Source: SparkToro & Semrush

7. Reason #2
AI

8. AI
● AI and language models have
become an arms race among
search engines.
● Bing (Microsoft) drew first blood
with ChatGPT, but Google are
rolling out Bard at scale.

9. Reason #3
Search Ad Competition

10. ● Global search ad spending:
2017 - $106 billion
2021 - $225 billion
2027 - $435 billion
● Search ads are auction-based,
making them inflationary.
● Google Ads automation is also
giving you far less control.
Search Ad Competition
Source: Statista

11. Reason #4
Cookie-less Future

12. ● Tech giants are all trying to
move away from cookie &
privacy concerns.
● Even casual advertisers have
noticed diminishing targeting
options in recent years.
Cookie-less Future

13. Reason #5
Rising Cost of Links

14. ● Editorial outlets increasingly
don’t�give�backlinks�without�
payment.
● Even (inter)national coverage
is no guarantee of links.
● Referral costs through
advertorials, influencers and
blogs are only going up.
Rising Cost of Links
Source: Aira

15. The Increasing Value
of a Session

16. Rise of Zero Click Searches
The Increasing Value of a Session
AI in Search Engines
Increasing Scarcity
Increasing Scarcity
Search Ad Competition
Cookie-less Future
Rising Cost of Links
Increasing Cost
Increasing Cost & Scarcity
Increasing Cost & Scarcity
Increasing Cost & Scarcity = Increasing Value

17. A Marketer’s
Response

18. A Marketer’s Response
● A common approach is to
focus marketing efforts on
maintaining traffic levels.
● Seeing traffic change by
source on a monthly report
tends to lead to short-term
questions and actions.

19. Around 98% of your
website visitors
leave without
converting
98%
of website visitors leave

20. Imagine you’re a 1970’s shop owner…
● More store competition in the
shopping centre (search ads)
External factors are making it harder
to get customers into your store:
● More information on signs around
the centre (zero clicks search/AI)
● Centre stops customer behaviour
updates (cookie-less future)

21. Imagine you’re a 1970’s shop owner…
But, you see the store next door has hired an ambitious customer assistant.
And you find out they are increasing the likelihood of customers buying
something by up to 70%.
Do you get a customer
assistant of your own?
Spend resources solving the
problem of trying to get more
customers into the store?

22. is that sales assistant

23. The most powerful conversion tools in the market
Visualbot Inpagebot Chatbot
InpageBot is the most effective tool for
activating and converting website
visitors at the right moment.
✅ Embedded within your site content
✅ Extremely context specific
✅ Highly effective for lead generation
✅ Great user experience for your
website visitors
VisualBot frees your creativity to
engage with visitors on another level.
Create visually appealing
conversations, surveys, tests, and more.
✅Highly engaging
✅Fully customisable and mobile-
friendly
✅Seamless part of your website
visitor’s�journey
ChatBot handles visitor questions,
customer service and lead generation
24/7 with our automated approach.
✅The more traditional chatbot
✅Helps your visitors to get FAQ
answers quicker
✅Saves�your�teams’�time�to�be�used�
on cases that need it
✅Connects to Live Chat, for that extra
human touch

24. Use data such as:
● Revenue
● Industry
● Headcount
● Page visits
● Previous discussion data
● Any CRM data
○ Existing client / New
Client
○ Sales rep
○ Client stage
● Previous conversion
Hyper Personalised Experiences

25. Integrating your CRM data with Leadoo:
Jukka Maki from Delete, who is in your pipeline
as�opportunity�worth�400k€�was�on�the�website�
just now.
See Jukka’s profile →
See Delete’s decision makers →
Call Jukka at +358 555 516 412 →
Hello Sami!
New email: Hot lead on your website!
Leadoo <notifications@leadoo.com> To me:
Sales Alerts
● Enables your sales team to
receive personal alerts
whenever something interesting
happens on your website.
● Leadoo Sales tracks a variety of
buying signals enabling more
personalised outreach to
prospects.

26. A maths
test…
Sessions Conv. Rate Conversions
Website A 50 000 3%
Website B 40 000 4%
Sessions Conv. Rate Conversions
Website A 50 000 3% 1 500
Website B 30 000 5.1%
1 500
1 600
1 530

27. D-tech
International
Sessions Conversions
2020 - 2021 29 698 101
2021 - 2022 28 000 653
546%
Increase
Results for

28. On a Mission…

29. 74%
Average
increase in
conversions
To humanise website
experiences through
conversation, interactivity
and personalisation
To make websites
generate new revenue
opportunities
To enable time and
resource efficiencies
5

30. Explore For Yourself
Leadoo’s BIG Conversion Meet-up Greg’s LinkedIn