It's a small formula. But it will have a big impact on your conversion rates, if you follow each of the elements of the equation in a systematic, methodical way.
Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)
Byron White, CEO of ideaLaunch, and Tim Ash, CEO and Founder of Site Tuners will walk you through this simple, but powerful conversion-rate improvement formula that they put to work every day–on the web and for multiple channels.
In this webinar, you'll learn:
Conversion: How to use the Four Pillars of Trust to increase conversion rates.
Content: How to create different content for different readers for betterment.
Usability: How to avoid confusing your buyers and smooth the path to your conversion goal.
Motivation: How to motivate customers to take action and feel great!
Incentive: How to push customers over the edge in simple ways.
Friction: How to find it and reduce it to maximize conversions.
Anxiety: How to reduce both customers' and your own anxiety.
How do you create content that will engage and connect with readers? Byron's offers 30 tips that will help you find and manage the great writers you need to achieve top listings in the search engines.
Let's face it, you need top-notch writers to create content that engages readers and keeps them coming back for more. Join ideaLaunch.com founder Byron White and guest Heather Lloyd-Martin, CEO of SEOCopyWriters.com and SuccessWorks, to learn the secrets of finding, screening, recruiting and motivating the talent you need to create great content that appeals to both readers and the search engines.
Writer, SEO specialists and Talent Recruiter or Marketing Manager will want to learn the secrets to win the war of words on the web.
SEO Writers: Recruiting | Screening | SEO Scoring | Inspiring - February 2010WriterAccess
Let's face it, you need top-notch writers to create content that engages readers and keeps them coming back for more.
Join the monthly ideaLaunch content marketing Webinar series with founder Byron White and guest Heather Lloyd-Martin, CEO of SEOcopywriting.com and SuccessWorks, to learn the secrets of finding, screening, recruiting and motivating the talent you need to create the content you need to win the war of words on the web. Join fellow content managers, writers, SEO specialists, talent recruiters and more for this live Webinar with Q & A to follow. Free PDF version of Byron's 101 Content Marketing Tips book for attendees.
Creating Great Content Has Never Been Easier - March 2011WriterAccess
You need great content to grow your business. This great content should be created by great writers who know how to get the great results you demand for your investment. But finding expert writers and managing the workflow takes a lot of time and experience. Until now!
Join host Byron White, founder of WriterAccess.com, a new service of ideaLaunch that offers direct connection to thousands of U.S.-based writers available for paid assignments created to your specification. Byron will discuss how to select and manage freelance writers, and how to create assignment specifications and instructions for success. Both writers and clients will learn lessons we learned in the development of WriterAccess and from observations on the tens of thousands of content assignments completed at WriterAccess.com.
Best of all, Byron will discuss the newly launched “project complexity” pricing option now available on WriterAccess, which offers an elevated “fair price” scale for complex projects demanding higher skills and experience for the high quality content you demand.
In this webinar you'll learn:
How to price writing assignments
How to price yourself as a writer
Selecting the best writers
Selecting the best clients
How and why to reject work from writers
Why rejection of your work is a good thing
Writer skill levels evaluation and guide
Tracking content performance
Over the years, businesses have invested enormous energy and money into connecting with customers. The ultimate measure of customer experience has been the face-to face conversation. But what do you do when your customers are online? How do you learn the wants and needs of your customers? How do you bring human connection to the web, and what is the impact?
Join host Byron White and guest Patrick Bultema, CEO of CodeBaby, as they offer insights into human behavior online, drawn from neuroscience and social psychology, which uncover the myths and mistaken assumptions we often make in developing the online sales funnel. We'll explore a number of new "online behavior measurement tools" that help pinpoint what's working and what's not on your site.
In this webinar you'll learn:
Misconceptions of online behavior
Online behavior research tools
Methodology to improve conversion rates
Mistaken assumptions in online content
How To Go Viral: Lessons from the Most Shared ContentWriterAccess
What is every marketer dying to know? How to craft content and headlines that generate tons of shares and go completely viral. But even with A/B testing it can seem like a fruitless guessing game.
It's time we stop guessing. In this on-demand webinar, content sharability expert BuzzSumo Director Steve Rayson dives into how to 10x shares with proven examples from the most shared content in 2015. We reviewed the top content and headlines from a range of industries and will reveal the strategies, content and headlines that went viral in 2015.
How do you create content that will engage and connect with readers? Byron's offers 30 tips that will help you find and manage the great writers you need to achieve top listings in the search engines.
Let's face it, you need top-notch writers to create content that engages readers and keeps them coming back for more. Join ideaLaunch.com founder Byron White and guest Heather Lloyd-Martin, CEO of SEOCopyWriters.com and SuccessWorks, to learn the secrets of finding, screening, recruiting and motivating the talent you need to create great content that appeals to both readers and the search engines.
Writer, SEO specialists and Talent Recruiter or Marketing Manager will want to learn the secrets to win the war of words on the web.
SEO Writers: Recruiting | Screening | SEO Scoring | Inspiring - February 2010WriterAccess
Let's face it, you need top-notch writers to create content that engages readers and keeps them coming back for more.
Join the monthly ideaLaunch content marketing Webinar series with founder Byron White and guest Heather Lloyd-Martin, CEO of SEOcopywriting.com and SuccessWorks, to learn the secrets of finding, screening, recruiting and motivating the talent you need to create the content you need to win the war of words on the web. Join fellow content managers, writers, SEO specialists, talent recruiters and more for this live Webinar with Q & A to follow. Free PDF version of Byron's 101 Content Marketing Tips book for attendees.
Creating Great Content Has Never Been Easier - March 2011WriterAccess
You need great content to grow your business. This great content should be created by great writers who know how to get the great results you demand for your investment. But finding expert writers and managing the workflow takes a lot of time and experience. Until now!
Join host Byron White, founder of WriterAccess.com, a new service of ideaLaunch that offers direct connection to thousands of U.S.-based writers available for paid assignments created to your specification. Byron will discuss how to select and manage freelance writers, and how to create assignment specifications and instructions for success. Both writers and clients will learn lessons we learned in the development of WriterAccess and from observations on the tens of thousands of content assignments completed at WriterAccess.com.
Best of all, Byron will discuss the newly launched “project complexity” pricing option now available on WriterAccess, which offers an elevated “fair price” scale for complex projects demanding higher skills and experience for the high quality content you demand.
In this webinar you'll learn:
How to price writing assignments
How to price yourself as a writer
Selecting the best writers
Selecting the best clients
How and why to reject work from writers
Why rejection of your work is a good thing
Writer skill levels evaluation and guide
Tracking content performance
Over the years, businesses have invested enormous energy and money into connecting with customers. The ultimate measure of customer experience has been the face-to face conversation. But what do you do when your customers are online? How do you learn the wants and needs of your customers? How do you bring human connection to the web, and what is the impact?
Join host Byron White and guest Patrick Bultema, CEO of CodeBaby, as they offer insights into human behavior online, drawn from neuroscience and social psychology, which uncover the myths and mistaken assumptions we often make in developing the online sales funnel. We'll explore a number of new "online behavior measurement tools" that help pinpoint what's working and what's not on your site.
In this webinar you'll learn:
Misconceptions of online behavior
Online behavior research tools
Methodology to improve conversion rates
Mistaken assumptions in online content
How To Go Viral: Lessons from the Most Shared ContentWriterAccess
What is every marketer dying to know? How to craft content and headlines that generate tons of shares and go completely viral. But even with A/B testing it can seem like a fruitless guessing game.
It's time we stop guessing. In this on-demand webinar, content sharability expert BuzzSumo Director Steve Rayson dives into how to 10x shares with proven examples from the most shared content in 2015. We reviewed the top content and headlines from a range of industries and will reveal the strategies, content and headlines that went viral in 2015.
Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot]Luke Summerfield
What if you could significantly increase the number of leads your website was producing without driving any additional traffic. This is possible with smart conversion rate optimization including landing page optimization.
Join us as Nick Salvatoriello of the Hubspot - Academy Team - joins us to talk about the key elements your landing pages should have in order to maximize conversions and boost your leads. Nick will be reviewing all of these techniques and then showing us real world examples from Hubspot and others that are proven to drive amazing results.
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...Daniel Eizans
This presentation attempts to begin to define how content strategists can evaluate and plan for content through a more specific contextual lens through examining how the brain processes, accesses and stores information and what factors content strategists can begin to consider when planning for supporting content and creating deeper, more meaningful content plans across multiple devices (iPad, Smart Phone, Laptop, Desktop, Etc.).
Content to Convert :: Part Deux / Putting Strategy into your Content Marketinge-Strategy
What is content.
Content is...
• the staff within your business. Think of Hooters... not literally. Be Unique.
• the design of your shop/office. Google for example - Free WiFi lets them share
• your products and services. Think of Coffee shops and ‘Latte Art’
• things like the menus on your tables. You could deliver your Menus on iPads?
• the Branding of your Business. Sofa King & “prices that are Sofa King low!”
• your company values. Associations with charities and causes are great.
• your customers. User generated content on experiences via social.
• EVERYTHING. Just understand your goal & what you are trying to achieve.
Whether you're launching, evolving, or repositioning your business, defining your unique brand identity is key. Who are (and aren't?) you? Are your current creative touchpoints and content elements telling your brand story —and, most importantly, engaging your target audiences — as effectively as they can?
Join Big Small Brands founder Jen Barth for an interactive session which includes tips, best practices, and real-life example/lessons learned on...
• Your Creative Identity: What does your name, logo, and creative identity say about your business today?
• Your Brand Voice: Elements to consider when selecting the tone — and type — of your content, both on and offline
• Gaining Customer Insights: Tips and low-cost tools for researching and exploring user needs — on a shoestring budget
• 5 Tips for Brilliant-Branders-to-Be: The 5 essential steps to consider when creating or growing your small business brand.
Using Storytelling in Your Proposals to Make Your Buyers the Hero and Win Mor...Courtney Hood
Presented by Courtney Pemberton at APMP's Bid & Proposal Conference 2013 - May 28-31 in Atlanta, GA
Everyone loves a good story. They spark emotion, they inspire, and they often unlock ideas that we never dreamt possible. Now imagine if storytelling were applied to your proposal development process. They are no longer textbooks full of facts and figures. It becomes a compelling narrative with thought-provoking visuals, making the buyer the hero.
Join Courtney Pemberton, Business Development Manager at Schipul Technologies, to discuss how to change your perspective and start writing stories that buyers will want to read.
In this session you will learn:
-Character development in proposals and how this leads to stronger business relationships
-Research techniques and tools to help you truly understand your buyer’s needs and begin developing the proposal’s plot
-How to incorporate the 4 elements of a great story to create an even better proposal
-Real examples of how to incorporate visual storytelling within each stage of your capture planning and development process.
"Discover How To Be The Trusted Expert In Your Industry. Quick Paced Webinar Teaches You The Actual Steps To Propel Your company To Expert Status and Awe Your Prospects!"
Use these 5 principles to supercharge your marketing efforts. They work equally well for online and offiline and for marketing activities including building websites, google ads and facebook ads as well as brochures, direct mail and face to face selling.
These 5 principles can form the basis of a conversion optimisation process as well as the beginning of a path to put your business on the road to strategic growth.
How do you get under the skin of the target audience and learn what your customers want and need to know? And how to make content so great that readers keep coming back for more?
Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot]Luke Summerfield
What if you could significantly increase the number of leads your website was producing without driving any additional traffic. This is possible with smart conversion rate optimization including landing page optimization.
Join us as Nick Salvatoriello of the Hubspot - Academy Team - joins us to talk about the key elements your landing pages should have in order to maximize conversions and boost your leads. Nick will be reviewing all of these techniques and then showing us real world examples from Hubspot and others that are proven to drive amazing results.
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...Daniel Eizans
This presentation attempts to begin to define how content strategists can evaluate and plan for content through a more specific contextual lens through examining how the brain processes, accesses and stores information and what factors content strategists can begin to consider when planning for supporting content and creating deeper, more meaningful content plans across multiple devices (iPad, Smart Phone, Laptop, Desktop, Etc.).
Content to Convert :: Part Deux / Putting Strategy into your Content Marketinge-Strategy
What is content.
Content is...
• the staff within your business. Think of Hooters... not literally. Be Unique.
• the design of your shop/office. Google for example - Free WiFi lets them share
• your products and services. Think of Coffee shops and ‘Latte Art’
• things like the menus on your tables. You could deliver your Menus on iPads?
• the Branding of your Business. Sofa King & “prices that are Sofa King low!”
• your company values. Associations with charities and causes are great.
• your customers. User generated content on experiences via social.
• EVERYTHING. Just understand your goal & what you are trying to achieve.
Whether you're launching, evolving, or repositioning your business, defining your unique brand identity is key. Who are (and aren't?) you? Are your current creative touchpoints and content elements telling your brand story —and, most importantly, engaging your target audiences — as effectively as they can?
Join Big Small Brands founder Jen Barth for an interactive session which includes tips, best practices, and real-life example/lessons learned on...
• Your Creative Identity: What does your name, logo, and creative identity say about your business today?
• Your Brand Voice: Elements to consider when selecting the tone — and type — of your content, both on and offline
• Gaining Customer Insights: Tips and low-cost tools for researching and exploring user needs — on a shoestring budget
• 5 Tips for Brilliant-Branders-to-Be: The 5 essential steps to consider when creating or growing your small business brand.
Using Storytelling in Your Proposals to Make Your Buyers the Hero and Win Mor...Courtney Hood
Presented by Courtney Pemberton at APMP's Bid & Proposal Conference 2013 - May 28-31 in Atlanta, GA
Everyone loves a good story. They spark emotion, they inspire, and they often unlock ideas that we never dreamt possible. Now imagine if storytelling were applied to your proposal development process. They are no longer textbooks full of facts and figures. It becomes a compelling narrative with thought-provoking visuals, making the buyer the hero.
Join Courtney Pemberton, Business Development Manager at Schipul Technologies, to discuss how to change your perspective and start writing stories that buyers will want to read.
In this session you will learn:
-Character development in proposals and how this leads to stronger business relationships
-Research techniques and tools to help you truly understand your buyer’s needs and begin developing the proposal’s plot
-How to incorporate the 4 elements of a great story to create an even better proposal
-Real examples of how to incorporate visual storytelling within each stage of your capture planning and development process.
"Discover How To Be The Trusted Expert In Your Industry. Quick Paced Webinar Teaches You The Actual Steps To Propel Your company To Expert Status and Awe Your Prospects!"
Use these 5 principles to supercharge your marketing efforts. They work equally well for online and offiline and for marketing activities including building websites, google ads and facebook ads as well as brochures, direct mail and face to face selling.
These 5 principles can form the basis of a conversion optimisation process as well as the beginning of a path to put your business on the road to strategic growth.
How do you get under the skin of the target audience and learn what your customers want and need to know? And how to make content so great that readers keep coming back for more?
Getting Messaging Right - Notes - Kathryn Roy at ProductCamp Boston, April 2011ProductCamp Boston
ProductCamp Boston, April 2011 *****
You crafted positioning and messaging for the new solution the right way - consulting sales, investigating competitors. Everyone said the new materials were fantastic. Now, 2 months later, sales is complaining that you missed the mark. This session will describe where marketers can get into trouble and how to avoid trouble.*****
Kathryn Roy helps B2B technology and service companies boost the effectiveness of their sales and marketing organizations
idealaunch - Content Marketing Webinar August 2009WriterAccess
It's not just another buzz term! Content Marketing is the most effective way to grow your business. It’s the art of discovering what your customers need and want to know, and the science of delivering it to them in a compelling and engaging way. Learn the secrets of creating great content and how to optimize it for both readers and search engines. Learn how to put A/B and multivariate testing to work improving conversion rates and maximizing ROI. Content creation, content optimization and content testing add up to content marketing.
A presentation given as a webcast in January 2010, outlining 7 important considerations for content marketers. These 7 tips will help you maximise the quality and effectiveness of your online content, whilst minimising the effort involved.
This document was used during a webinar by Pinfluencer. We covered Best Practices for Contests and Sweepstakes in Pinterest, as well as some important data about Pinterest itself. To view a video recording of the webinar, visit:
Driving Email Marketing Results - November 2010WriterAccess
Things may change in the web-marketing world, but one thing seems to be consistent; when done right, email marketing works. However, there's a fine line between bulk email marketing and spam.
In this month's content marketing webinar, Byron White of ideaLaunch and Manas Kumar of Genesis Interactive (joining us all the way from New Zealand!) will offer insights on the technology and methodology of email marketing.
In this webinar:
You'll walk away with concrete examples of marketing strategies that are proven to engage readers and result in quantifiable action.
You'll learn how to make sure your mass email campaigns are not blocked by ISPs and junk email filters.
You'll hear the latest information about new email distribution methodology.
September 2009 - Using Competitive Intelligence to Drive Content SolutionsWriterAccess
Join us for the monthly ideaLaunch Content Marketing Webinar 4.0 focused this month on how to use competitive intelligence to drive content marketing strategy. You'll discover how to reverse engineer the online marketing strategy of your competition, and how to develop content marketing strategy with that information to win the war of words on the web. Special Guest Mike Roberts, Founder and President of Spyfu, will offer some secret tips and advice for competitive intelligence. And host Byron White review the art and science of content marketing and how to track the ROI you demand. Don't miss this Content Marketing Webinar!
It’s not just another buzz term! Content Marketing is the most effective way to grow your business. It’s the art of discovering what your customers need and want to know, and the science of delivering it to them in a compelling and engaging way. Learn the secrets of creating great content and how to optimize it for both readers and search engines. Learn how to put A/B and multivariate testing to work improving conversion rates and maximizing ROI. Content creation, content optimization and content testing add up to content marketing.
This webinar is sure to add to your bottom line.
Byron White is your guide. He has more than 10 years of content marketing experience as the founder and Chief Idea Officer of idealaunch and LifeTips.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Le nuove frontiere dell'AI nell'RPA con UiPath Autopilot™UiPathCommunity
In questo evento online gratuito, organizzato dalla Community Italiana di UiPath, potrai esplorare le nuove funzionalità di Autopilot, il tool che integra l'Intelligenza Artificiale nei processi di sviluppo e utilizzo delle Automazioni.
📕 Vedremo insieme alcuni esempi dell'utilizzo di Autopilot in diversi tool della Suite UiPath:
Autopilot per Studio Web
Autopilot per Studio
Autopilot per Apps
Clipboard AI
GenAI applicata alla Document Understanding
👨🏫👨💻 Speakers:
Stefano Negro, UiPath MVPx3, RPA Tech Lead @ BSP Consultant
Flavio Martinelli, UiPath MVP 2023, Technical Account Manager @UiPath
Andrei Tasca, RPA Solutions Team Lead @NTT Data
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
How world-class product teams are winning in the AI era by CEO and Founder, P...
The Ultimate Formula to Improve Conversions - July 2011
1. The Ultimate Formula to Improve Conversions
Byron White July Content Marketing Webinar Tim Ash
CEO and Founder Monthly Webinar #24 CEO and Founder
ideaLaunch Monday July 25th, 2011 Site Tuners
@ByronWhite @Tim_Ash
#UltimateCRO #CRO
#LPO
#UltimateCRO
2. The Content The Ultimate Formula
Marketing Revolution to Improve Conversion Rates
4. It’s the art of listening to your customers’ wants and needs.
Search Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires
5. And the science of distributing it to them in a compelling way.
Apps
Downloads
Printed Books
eBooks
RSS Feeds
Newsletters
News Feeds
Widgets
6. It’s catching readers orbiting at high speeds.
Classes
Desktop
Events
Information Portals
iTunes
Mobile
Online Offsite
Social Networks
Webinars
7. With information they want and need.
Comparisons
Competitive Reviews
Do’s and Don’ts
How To’s
Tips and Advice
Video Tours
Webinars
Workbooks
8. It’s testing campaigns to learn what works best.
A/B Testing
Multivariate Testing
Eye Tracking
Segmentation
Geo Targeting
Usability
Content Testing
9. And finding the most efficient path to sales.
Beta Testing
Content Scoring
Conversion Analysis
Customer Surveys
Lead Scoring
Purchase Patterns
Teaser Campaigns
Trial Offers
12. The Ultimate Formula to Improve Conversions
Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)
Content: Are you earning trust with information customers want and need?
Usability: Is your content and imagery optimized for conversion?
Motivation: Do you give clear reasons to buy and not try the competition?
Incentive: Are you offering any incentives, trials or rewards?
Friction: Have you identified potential resistance and reduced the pain points?
Anxiety: Have you pinpointed the concerns and resolved the issues?
13. 1 Content
How Good?
Customer Wants and Needs
Access to Industry Expert Writers
Conversion Influence
Cost for Conversion Ratio
How Much?
Content Curation
Topic Research
Competitive Intelligence
Link Popularity
Market Share Value
How Often?
Competitive Publishing Frequency
Timeliness and Contextual Relevancy
Conversational and Contagious
14. Indentify your company’s mantra as the starting point.
Winning is Everything Green Bay Packers
Think IBM
Fun Family Entertainment Disney
Save Babies March of Dimes
Healthy Fast Food Wendy’s
Kick Butt in Air and Space Air Force
The Art of the Start, Guy Kawasaki
15. Get in tune with Customer 2.0 wants and needs.
Customers Needs 2.0 Customers Needs
• Credibility, Belief and Logic • Info in a Hurry
• Exposure to New Information • Access to Specific Things
• Features and Benefits • Personalization
• Mystery and Bravery • Authority Advice
• Surprise and Delight • Relevant Content
• Personal Reference • Social Support
Content Critical by Gerry McGovern and Rob Norton
16. You need a Content Plan packed with lots of research.
What’s in the Plan?
Content Analysis
Competitive Research
Customer Research
Keyword Research
Keyword Silos
Market Share Reports
Style Guide
Content Recommendations
Performance Goals
17. You need Great writers with great characteristics.
Curiosity Storytellers
Passionate Voice Journalists
Well Traversed Researchers
Make Meaning Socratic
Keep it Simple Optimizers
Less is More Knowledge Seekers
Short and Sweet Wordsmiths
Fresh Insight Deep Diggers
Results Driven Big Picture Thinkers
Inquisitive
18. Learn how and why to tell stories.
Great Stories
Solve Problems
Teach us to be Smart
Offer Surprise and Delight
Focus on What Happens Next
Introduce Great Characters
Contagiously Get Passed Around
Engage Readers
Keep Readers Coming Back for More
Sisomo by Kevin Roberts
19. Why some stories get passed on and on.
Information A Story
Fills You Up Moves You On
Facts Acts
Citing Exciting
Reams Dreams
Promotional Emotional
Static Dramatic
Checklists Casts of Characters
Compiling Compelling
Annotated Animated
Feeding the Brain Touching the Heart
Expires Inspires
20. 2 Usability
Information Is the Driver of Usability
How Hard to Find What You Want
Information Architecture
Segment Readers and Customers
Keep-It-Simple Stupid (KISS)
Make It Easy to Test
21. The Paradox of Choice
Too Many Choices in the New Micro-Expansion Age
New rules for complex decision-making have changed.
New meaning needs to be developed to find the best path.
New methodology for the web-confined space.
New reward needs to surface to influence decisions.
The Paradox of Choice by Barry Schwartz
24. 3 Motivation and Incentive
Who Are Your Customers?
What do they want?
What do the need?
What motivates them?
What turns them on?
Are you giving it to them?
Test, test, test!
25. Customer research is the key to motivation.
Who Are Your Customers?
Search box. Track what prospects are looking for and what they find.
FAQ’s. Review what customer ask for and the language used.
Customer service reps. Learn the FAQs and knowledge requests.
Customers. Speak with customers and learn the wants and needs.
Analytics. Discover the source of traffic and navigational pathways.
Surveys. Ask for feedback on your content, navigation and methodology.
31. Diversify your content asset portfolio to earn trust.
Articles
Books
Courseware
eBooks
Podcasts
Printed Books
Tip Centers
Webinars
Whitepapers
Widgets
Workbooks
Video
32. Distribute your content assets to multiple channels.
Distribution Channels
Blog
Facebook
Linked In
Press Releases
Podcasts
Twitter
Webinars
33. Try “Feel” words in content to improve conversion rates.
Employment Feel Words Financial Feel Words
Entry-Level Position You’re Already Pre-Approved
Excellent Growth Opportunity Cash Back Offer
Immediate Openings Be Debt-Free in Weeks
Leading Company Seeks Instant Financial Freedom
Growing Company Seeks No Annual Fee
Team Player Pocket Extra Money
Strong Interpersonal Skills Low Introductory Rate
Financially Motivated Fast Cash
Annual Performance Bonus Start Saving Now
Team Environment Peace of Mind
34. Try “sell” words in content to improve conversion rates
Offer Well Words Trial Sell Words Motivator Sell Words
Special Offer Free Trial Free Gift
Exclusive Offer First Time Trial Pays for Itself
Limited Time Offer No-Risk Trial Limited Availability
Click Here Risk-Free Trial As Seen on TV
Right Now Buy After Review Solve X
Instant Access Test Drive Stop Y
Instant Download Free Membership All-Inclusive
Free Shipping Free Subscription Best-Rated
No-Fuss Signup Join Beta Group Tested and Proven
Easy Signup Free Trial with Feedback Money-Back Guarantee
35. Test both positive and negative sell words in content.
Negative Sell Words Positive Sell Words
Baffling Persevering
Blurred Efficient
Unclear Hard-Driving
Bewildering Proactive
Mind-Boggling Adaptable
Complicated Responsive
Convoluted First-Rate
Perplexing Top-Notch
Puzzling Highly Competent
Mixed Up Powerful
36. Tip # 1: Funny or Die: Groupon’s Fate Hinges on Words
http://tinyurl.com/ByronGroupon
“Groupon’s breakthrough sprang not just from the deals but
from an ingredient that was both unlikely and ephemeral:
words.”
“Groupon borrowed some tools and terms from journalism,
softened the traditional heavy hand of advertising, added some
banter and attitude and married the result to a discounted deal.
It has managed, at least for the moment, to make words pay.”
“Without horses,” she writes, “Polo shirts would be branded
with monkeys and Paul Revere would have been forced to ride
on a Segway. Celebrate our hoofed counterparts with today’s
Groupon. ...”
38. 4 Friction + Anxiety
Sources of Friction and Anxiety
Lack of Trust
Customer and Fan Base Support
Alignments with Wants and Needs
Difficulty in Solving Problems
Risk in Taking Action
Risk in Not Taking Action
39. Research your content marketing strength and weakness.
Content Asset YourSite.com Competitor.com
Traffic A C
PPC Spend B A
Content Portfolio B B
Content Authority C B
Publishing Frequency D C
Social Reach F D
Social Conversations F F
Testimonials A F
Partnerships B A
Internal Links C B
Inbound Links C C
SEO Strength A C
SEO Performance B A
Testing Methodology A B
40. Use free tools to find all the answers fast and easy.
Free Research Tools
WordVision.com
SpyFu.com
Compete.com
QuantCast.com
SEOMajestic.com
Raven-SEO-Tools.com
Tools.SEOBook.com
SEOToolSet.com
LinkVendor.com
MarketLeap.com
54. Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com
“The only marketing
Phone: 617-227-8800 x 201 left is content
marketing.”
Seth Godin
Free Book Download: ideaLaunch.com