Testing and Targeting: Website Optimization Best Practices

Manage webcast
Jennifer Wilson, Sr. Product Marketing Manager at Webtrends
Marketers are under great pressure to move beyond creative thinking and become more results-driven. Join Sr. Product Marketing Manager Jennifer Wilson to learn about how you can increase your revenue and website conversions by developing relevant content and offers that are essential to generating leads, increasing conversions, and driving sales. Learn how you can understand online behavior so you can effectively target your site visitors.

The emergence of website optimization has enormous upside for both companies and site visitors. Site optimization is not a one-time event or placing search engine terms in copy. It is an ongoing process that helps drive conversions and revenue. It is not based on guesswork or opinion, but on data of actual visitor activity, preference and behavior. This data, derived from a process of testing and targeting, fuels the optimization process, leading to better results and value, including personalization of customer engagement. In this session, you will learn the critical components to website optimization that will help grow your business.
Nov 15 2011
44 mins
Testing and Targeting: Website Optimization Best Practices
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  • Mobile is taking over as the pre-eminent way companies connect with customers.

    For sales. For service. For feedback. For support. For … everything.

    In just 8 years, smartphones have taken over the world. In just 3.5 years, smartphone media consumption has overtaken television. In just 5 years, we have been talking on our phones the same amount, but our data usage has skyrocketed more than 3400%. Mobile commerce has jumped 123% just in the first quarter of this year. It's happening. It's happening right now.

    We're taking a hard look at how mobile is the new normal. Your customers expect it. Business demands it. Mobile marketing automation is only used by 1.5% of businesses today -- and those businesses are making a killing because they understand the unique relationships we have grown to expect with our mobile devices.

    In this webinar, you'll:

    * Learn how psychology meets technology with mobile marketing automation
    * Improve customer engagement and retention through marketing efforts
    * Get a running start on using the mobile revolution to drive massive engagement

    Speakers: John Koetsier, VP Research, VentureBeat
    Julie Gerola, VP Marketing, Viggle
    Arthur Madrid, Founder and CEO, Pixowl

    Sponsored by LeanPlum
  • For today’s digitally demanding customer, a rich, personalized customer
    experience is quite simply the cost of doing business. It is no longer a differentiator, but the standard. It is a journey defined by the customer, who is setting a new pace in an intensely personal race that, in their mind, only involves one runner. This leaves leading marketers to question where and how the next great evolution will happen…and whether their organizations are set up to leap ahead of the curve. Are they set up to thrive, or will they become irrelevant and eventually obsolete?

    Agility becomes a key denominator in this new marketing equation. With customer knowledge dispersed across systems of records, insights, interactions and an array of new sources of data, organizations need the business agility to be able to leverage insight from these disparate sources of information. This also requires the ability for the entire customer experience to be optimized—not just the deployment of campaigns—so that opportunities can be captured faster in order to beat out rivals also looking to connect through revitalized customer experience strategies.

    We will be joined by Pitney Bowes’ Jeff Goldberg, Product Marketing Lead for Customer Information Management, who will share an expert perspective around creation of a digital marketing record for increasing conversion rates and improving marketing communications overall.

    Full list of speakers are:

    Liz Miller, SVP, Marketing - CMO Council

    Jeff Goldberg, Product Marketing Lead for Customer Information Management - Pitney Bowes

    Maureen Duff, Managing Director, Head of Global Marketing - Pershing
  • More than ever before, brands are redefining success to include a sense of 'social responsibility' and so we're seeing brands challenge the status quo, defy old practices and build social good into their business models. This is an exciting time when the images we create and use to visualize these intrepid leaders can be used to inspire and encourage them and also be used as an agent for change. Join Getty Images Creative Insights Manager, Jacqueline Bourke for an in-depth look at the Vanguardians visual trend and discover how to use this imagery in your campaigns to inspire your audience.
  • Join us on 29th July for a webinar looking at how to make the most of your entry into the Masters of Marketing. Covering the entry process, what to include, some ideas to help capture the judges attention, as well as some hints and tips to help you showcase your work in the best possible light.
  • Date and time: July 15, 2015; 10 am PST/1 pm EST

    Analyst: Andrew Jones, VentureBeat
    Panel of Experts:
    Greg Petro, Chief Executive Officer, First Insight
    Rich Lesperance, VP Digital Marketing and CRM, GrubHub
    Elena Zheleva, Director of Data Science, LivingSocial

    Sponsored by Autopilot

    Abstract:

    Personalization is critical to the success of your business model. Many of the most innovative and beloved companies in recent history -- think Facebook, Amazon, Google, Netflix, Pandora, Spotify and Hulu, just to name a few -- have transformed customer expectations and disrupted their individual industries. Now customers expect it. It increases clicks, open rates and conversions -- usually by pretty substantial margins. But -- how do you DO it?

    The process is different at every step of the customer journey and there's a lot that goes into personalization. What's more, there's a lot more ways to reach your customers than ever. Personalizing display ads is very different from personalizing emails or a mobile app experience. The data, content, and delivery mechanisms necessary to personalize those messages changes -- and so should your strategy.

    We're taking a holistic look at the art of personalization -- from customer expectations to ROI. We'll show you a new way of looking at identity -- from both the customer's behavior to predicting their behaviors.

    In this webinar, you'll:

    * Learn how to collect data that helps visualize the customer's journey
    * Get tips on one of the biggest challenges to increasing the ROI of marketing automation
    * Access the theory of identity enrichment
    * Gain insight into best practices for personalization in different channels

    Register for this webinar today and get started doing personalization right!
  • June 30, 2015, 10 am PST/ 1 pm EST

    Analyst: Jon Cifuentes, Research Analyst, VB Insight
    Expert Panel:
    Bobby Uhlenbrock, CTO, Everything But The House
    Danny Hsia, Head of Email and CRM, LivingSocial


    Moderator: Wendy Schuchart, Analyst, VentureBeat

    Sponsored by SparkPost by Message Systems

    This webinar will be based on Jon Cifuentes' VB Insight report, published in May 2015.


    Over 84% of marketers think email contact is important for building brand loyalty -- the thing about email? It works. It works well. It might even work so well that marketers are satisfied with the ROI and don't even know to mine the tools for more gold. In the latest VB Insight report, we learn that a third of marketers don't even know what kinds of devices are opening their emails. And that's leaving money on the table.

    In this webinar, VB Insight analyst Jon Cifuentes will dig deep into email marketing, providing an overview for proven ROI, desired volume and velocity of email.

    With this webinar, you'll:

    Gain a greater understanding of email marketing ROI, volume and ideal velocity
    Learn strategies and competencies for running a great email program
    Develop new methods for email subscriber acquisition
    Understand best practices for email validation and email hygiene


    Check out VB Insight to access Jon's Email Marketing report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • June 24, 10 am PST/1 pm EST

    Speakers:
    John Koetsier: VP Research; VentureBeat
    Ian Woods: Chief Engagement Officer; IMM
    Brian Witlin; COO and Mobile; Yummly

    Moderator: Wendy Schuchart, analyst; VentureBeat

    Abstract:

    If you're only focusing on push notifications with your MMA solutions, you're leaving a lot of money on the table. We've got the inside story on the features used by the most successful mobile app teams ... and which vendors deliver those features. We'll also talk to industry insiders on how they're using MMA in ways you might not have thought of.

    We surveyed 375 mobile developers with over 900 million monthly average users, analyzed 1.8 million apps in Google Play and the iOS app store, conducted 17 live interviews, and surveyed 19 MMA providers to find answers to these questions.

    In this webinar, you'll learn:

    * Which features the most successful mobile app companies focus upon
    * Which MMA features you can't afford to ignore
    * How successful apps are using MMA in creative and unique ways

    Join us to learn how to successfully leverage mobile marketing automation to your advantage.

    Sponsored by: Kahuna
  • Personalisation in advertising has become a hot topic for UK brands and marketers. Retargeting uses the power of personalisation to turn shopping basket abandoners into customers, but what else can it do?

    In this Marketing Week webinar join Shane Murphy, AdRoll’s director of EMEA marketing, as he walks through the insights from our survey of 250 European marketers and AdRoll retargeting campaign data from nearly 4,000 advertisers:

    • Real world use cases for retargeting in driving brand awareness, customer retention, and driving sales

    • Industry insight on social, mobile, and attribution

    • Retargeting and attribution best practices
  • Whether currently engaging in online commerce or contemplating such a move in the future, successful CMOs are realizing that their customers want a personalized, frictionless purchasing experience. Consumers seek agile interactions, painless fulfillment, and a memorable experience. CMOs are increasingly embracing a new priority: Identifying new and recurring revenue opportunities and optimizing the consumer experience to maximize customer lifetime value. The good news is that the global digital consumer is ready to spend. According to analyst firm Ovum, global consumer spend on digital content will increase from $76 billion in 2013 to $145 billion in 2018, doubling in a short five-year span.

    Working in lockstep with CFOs, successful CMOs are implementing new strategies to price products and services, bill customers, offer seamless payment facilities, create new opportunities to retain customers, and grow recurring revenue streams – all while defining new business metrics to measure success in terms of customer lifetime value. They team with product management to identify new opportunities and even new products that meet their customers’ growing expectations for innovation, engagement and relevance.

    To address these new mandates for digital marketing, monetization, and frictionless commerce and experience, the CMO Council will be hosting an online webcast (06/18, 10am PST/1pm EST/5pm GMT) to discuss and debate the realities of transforming organizations, strategies and revenue models and develop winning strategies to successfully navigate the online revenue maze. Vindicia, a subscription billing and recurring revenue leader that is driving the pace of the digital economy, will share expert perspectives, along with key questions that marketers must consider when building new digital revenue models.

    Speakers:
    Gene Hoffman, CEO/Chairman-Vindicia
    Miriam Volle, Business Marketing Communications Leader-Kaiser Permanente
    Vidya Vishal, Enterprise Growth Leader-Equifax
  • Channel
  • Channel profile
  • Remarketing for Shopping Cart Abandoners Recorded: Jul 31 2013 57 mins
    Rick Weithas
    When customers abandon a shopping cart, their customer journey isn’t over — and your relationship with them has just begun. Your next move is critical.
  • Personalization in Context Recorded: Jul 24 2013 44 mins
    Michael Wilson, Sr. Dir. of Product - Optimize
    In-the-moment data is crucial for driving highly targeted digital experiences that drive conversions, reduce abandonment and build loyalty. Find out how to optimize end-to-end customer experiences across entire campaigns for greater ROI.
  • What's New in Webtrends Optimize Recorded: Jun 20 2013 30 mins
    Michael Wilson, Sr. Dir. of Product - Optimize
    Webtrends has just released a new version of Optimize with a full range of new features. Join us for this 45-minute webinar to see the updates first-hand.
  • What's New in Webtrends Optimize Recorded: Jun 19 2013 30 mins
    Michael Wilson, Sr. Dir. of Product - Optimize
    Webtrends has just released a new version of Optimize with a full range of new features. Join us for this 45-minute webinar to see the updates first-hand.
  • What's New in Webtrends Optimize Recorded: Jun 19 2013 32 mins
    Michael Wilson, Sr. Dir. of Product - Optimize
    Webtrends has just released a new version of Optimize with a full range of new features. Join us for this 45-minute webinar to see the updates first-hand.
  • Driving Conversions + Relevance in a Connected World Recorded: Apr 24 2013 50 mins
    Brad Weitz, VP of Optimization Strategy for Webtrends
    In today’s world, your consumers are connected to everything, everywhere, all the time. Because of this, you can gain insights about who they are and what they want at every touch point, across their entire journey with your brand. This can encompass interactions that are worlds apart, including search, social, offline interactions, behaviors on your site, and everything in between.

    So how do you draw together these hugely informative yet disparate data points to drive relevance for your customers, every time they connect with you? The answers are surprisingly not so different from organization to organization.
  • Increasing Conversion on Your Landing Pages Recorded: Nov 29 2012 61 mins
    Marketing Sherpa + Webtrends Optimization Experts
    The average conversion rate for a marketing campaign is 3%. And even though this may be “industry standard,” it doesn’t mean it’s good. A 3% conversion rate means you are effectively losing 97% of the audience you have invested in acquiring.

    Join us as Marketing Sherpa presents key findings from their Landing Page Optimization Benchmark Report. We’ll also provide real-world examples of how organizations have increased revenue by testing to lift conversion rates, and how going beyond a 3% conversion rate is possible for everyone.
  • Stop Abandonment + Recover Revenue: Retailer Tips for Online Testing Recorded: Nov 14 2012 34 mins
    Jason Miller, VP Technology, Motorcycle Superstore + Bob Garcia, Optimization Director, Webtrends
    Savvy e-commerce marketers know that if you're not testing your web site, you're leaving money on the table. Likewise, if you’ve started testing – but got stalled in a world of one-off tests – you're not realizing the revenue you could be.

    Retailers who want a bigger piece of the online revenue pie must establish a comprehensive testing strategy or be left behind. This strategic approach enables retailers to capitalize on the growing ecommerce market – predicted by Forrester to be $327 billion by 2016 – and positions them to compete with the biggest names in online retail.

    Join Jason Miller, CTO of Motorcycle Superstore, and a Webtrends optimization expert as they discuss real-life experiences with ramping up testing and how to create success. He also reveals how Webtrends helped Motorcycle Superstore uncover $2.5 million in incremental revenue through a strategic testing program.
  • Powering your digital marketing through integrated campaign reporting Recorded: Aug 28 2012 62 mins
    Brandon Ralls, Director of Global Client Services at Webrends
    With marketers investing more money than ever in digital initiatives that span multiple channels (search, display, video, social, etc.), the digital marketing ecosystem has become increasingly more complex. This additional investment means being able to understand the performance of your campaigns across various channels is that much more important. To truly understand how well a campaign is doing requires thoughtful planning, solid processes, integration of multiple data sources, and automation of reporting into meaningful visualization.
    In this free webinar we’ll talk about:
    1.How to build effective measurement of your digital initiatives
    2.How ensure an integrated view of your campaign performance across digital channels
    3.How brands are benefiting from custom digital reporting solutions
  • Three-Step Framework for Overcoming Challenges of Site Optimization Recorded: Jun 19 2012 73 mins
    Joe Stanhope - Forrester Research, Bob Garcia - Webtrends
    Interest in site optimization is at an all-time high, and it’s not hard to see why: in an increasingly complex ecosystem of digital touch points, online testing is a highly effective tool for ensuring that customer experiences and marketing efforts will resonate with visitors.
    Interest in site optimization is at an all-time high, and it’s not hard to see why. In an increasingly complex ecosystem of digital touch points, online testing proves to be a highly effective tool for creating customer experiences that resonate with visitors. The problem for many companies is how to start an optimization program.
    Site optimization doesn't have to be overwhelming.
    An online testing program isn't just about buying the latest technology. The path to success also includes a long-term, continuous strategy that incorporates culture, processes and organization. This webinar shows you how it's done.
  • Testing and Targeting: Website Optimization Best Practices Recorded: Nov 15 2011 44 mins
    Jennifer Wilson, Sr. Product Marketing Manager at Webtrends
    Marketers are under great pressure to move beyond creative thinking and become more results-driven. Join Sr. Product Marketing Manager Jennifer Wilson to learn about how you can increase your revenue and website conversions by developing relevant content and offers that are essential to generating leads, increasing conversions, and driving sales. Learn how you can understand online behavior so you can effectively target your site visitors.

    The emergence of website optimization has enormous upside for both companies and site visitors. Site optimization is not a one-time event or placing search engine terms in copy. It is an ongoing process that helps drive conversions and revenue. It is not based on guesswork or opinion, but on data of actual visitor activity, preference and behavior. This data, derived from a process of testing and targeting, fuels the optimization process, leading to better results and value, including personalization of customer engagement. In this session, you will learn the critical components to website optimization that will help grow your business.
  • A Deeper Dive into Site Optimization Recorded: Oct 25 2011 52 mins
    Bob Garcia, Director of Product Marketing & Frans Keylard, Director of Optimization Solutions
    Fundamentals of Site Optimization - Testing & Targeting
  • Optimization as a Team Sport: Getting Organized for Success Recorded: Dec 9 2010 30 mins
    Bob Garcia, Director of Product Marketing with Webtrends
    Optimization as a Team Sport: Getting Organized for Success
  • Is Your Marketing As Relevant as it Should Be Recorded: Dec 1 2010 53 mins
    Webtrends & Semphonic
    The convergence of Database Marketing and Web analytics
  • Leap Ahead with Testing in 2010 Recorded: Nov 22 2010 43 mins
    Casey Carey, VP of Products & Bob Garcia, Director of Product Marketing with Webtrends
    Build Your Business Case for Optimization
  • Increase Engagement with Behavioral Data to Fuel Targeting Recorded: Aug 5 2010 50 mins
    Bob Garcia, Director of Product Marketing with Webtrends
    Increase Engagement with Behavioral Data to Fuel Targeting
  • Segment Your Customers and Target Their Needs Recorded: Jun 10 2010 42 mins
    Bob Garcia, Director of Product Marketing with Webtrends
    Segment Your Customers and Target Their Needs
Webcasts to generate better conversions and revenue for your business
For marketers and web designers who want to provide the best online experience for their customer and prospects. Drive revenue, lift, and conversions online through testing and targeting.

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  • Live at: Nov 15 2011 6:00 pm
  • Presented by: Jennifer Wilson, Sr. Product Marketing Manager at Webtrends
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