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Website Optimization and Usability Best Practices
Cathleen Zapata, VP Research & Customer Experience, Metrics Marketing Group
This presentation will cover why website optimization matters in the first place, along with key points of measurement, web optimization strategy techniques, and usability best practices to utilize to improve conversion and the overall user experience.
About Cathleen Zapata
Cathleen Zapata is currently VP, Research & Customer Experience at Metrics Marketing Group, an analytics-driven database and interactive marketing firm in Cleveland, Ohio. She is also the President of the Northeast Ohio chapter of the Usability Professionals' Association, one of the most trusted organizations in the field of usability with over 2500 members worldwide.
Cathy has over 17 years experience in quantitative and qualitative research, specializing in website usability. Her background includes a wealth of experience in traditional market research, usability testing, usability heuristics, user research, eye tracking and conversion enhancement strategies.
Cathy has been featured and published in MarketingSherpa, About.com, UX Magazine, BAI Retail Delivery, Crain's, Quirk’s Marketing Research Review, has contributed to the Usability Book of Knowledge, and regularly teaches on topics of web usability and conversion strategies internationally. Cathy has worked with a variety of clients to optimize their customer experiences, including American Greetings, Sterling Jewelers, Four Seasons, KeyBank, First Midwest Bank, Nationwide Insurance, OfficeMax and more.
About Cathleen Zapata
Cathleen Zapata is currently VP, Research & Customer Experience at Metrics Marketing Group, an analytics-driven database and interactive marketing firm in Cleveland, Ohio. She is also the President of the Northeast Ohio chapter of the Usability Professionals' Association, one of the most trusted organizations in the field of usability with over 2500 members worldwide.
Cathy has over 17 years experience in quantitative and qualitative research, specializing in website usability. Her background includes a wealth of experience in traditional market research, usability testing, usability heuristics, user research, eye tracking and conversion enhancement strategies.
Cathy has been featured and published in MarketingSherpa, About.com, UX Magazine, BAI Retail Delivery, Crain's, Quirk’s Marketing Research Review, has contributed to the Usability Book of Knowledge, and regularly teaches on topics of web usability and conversion strategies internationally. Cathy has worked with a variety of clients to optimize their customer experiences, including American Greetings, Sterling Jewelers, Four Seasons, KeyBank, First Midwest Bank, Nationwide Insurance, OfficeMax and more.
May 22 2012
49 mins
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What the All Blacks Can Teach Us About the Business of Storytelling
May 19 2015
9:00 am
UTC
45 mins
James Kerr, bestselling author, speaker and leadership consultantThe All Blacks are the most successful sporting team on the planet – with an extraordinary winning percentage of 94% over the last decade. But it hasn’t always been straightforward. In this Webinar, best selling author, speaker and consultant James Kerr explains how the world’s most successful sporting team hit rock bottom in 2004 and how they used language, ritual and storytelling to turn their fortunes around. The lessons are directly applicable to achieving a sustainable high performance environment in whatever field you compete in.
James Kerr is a bestselling author, speaker and leadership consultant specialising in high performance business, sport and military environments. Recent clients include the US Navy Seals, the FBI, UK Sport, the English Rugby Football Union, UK Swimming, UEFA, the Premier League, HSBC, Shell, Adidas and the Savoy. His latest bestseller, Legacy, reveals 15 leadership lessons from the world's most successful sporting team, the All Blacks, and he is a regular contributor to broadcast and print media including the Guardian, Times, Daily Mail, Bloomberg, BBC and the Telegraph. He lives in London. -
3 Steps to DOUBLE the Amount of Prospects Contacting You!
Apr 23 2015
5:00 pm
UTC
45 mins
Erik Luhrs, CMO, Bright Cave SolutionsAlmost all Lead Generation messages are aimed at the conscious mind. But since humans function 99% SUBconsciously, these messages are meaningless to them. In this presentation attendees will learn how to create Lead Generation messages that activate the subconscious mind, so they get opened, read and responded to at dramatically higher rates then conventional messages. -
Using Predictive Analytics to Optimize Your Funnel
Mar 19 2015
6:00 pm
UTC
45 mins
Heather Foeh, Head of Culture and Customer Advocacy, Lattice EnginesPredictive analytics is old news in the B2C world with companies like Amazon driving as much as 35% of revenues through their recommendation engine. But over the past year, B2B companies have been adopting this powerful technology to better understand purchase propensity and focus their resources on the highest converting leads, most effective campaigns and best customer expansion opportunities.
Learn about the most common uses of predictive scoring to prioritize leads for sales and hear how three Lattice customers creatively put their predictive scores to use to increase conversion and campaign performance rates. -
The Creation, Care and Feeding of an Analytics Center of Excellence
Mar 19 2015
5:00 pm
UTC
45 mins
Laura Patterson, President, VisionEdge MarketingAnalytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:
· How an Analytics Center of Excellence make a difference to the company, customers, marketing
· What is an Analytics Center of Excellence, establishing its purpose, and creating the vision
· The key functions and capabilities needed
· The journey’s key stages, associated challenges, and what do you need to do to get to the next step
· What metrics you should select to measure the value and impact of an Analytics Center of Excellence -
How To Sell Your Company on Employee Advocacy
Mar 19 2015
5:00 pm
UTC
60 mins
Leah Tsang, Director of Solutions, SocialChorus; Lee Diaz, Director of Strategy, SocialChorusWant to grow your social media team by the hundreds or thousands? Employee advocacy is the solution that leading brands are investing in to raise brand awareness, drive sales leads and better engage their employees. However, to set up your employee advocacy program for success, you’ll need more than just the social media team’s support.
Learn how leading companies achieve internal buy-in to launch an employee advocacy program, how to make a business case for adoption and the company-wide benefits of employee advocacy. -
Five Tips to Make Sure That Your Customers Transact with Your App
Mar 19 2015
4:00 pm
UTC
45 mins
David Pope, Marketing Director, JumioMobile apps present a unique challenge for e-commerce merchants. Not only do they need to positively engage your customers, they must also generate revenue for your company.
So what keeps customers happy and coming back for more? Apps that support the on-the-go lifestyle and are engaging enough to keep users interested for the long term.
In this webinar, 5 Tips to make sure customers transact with your app, we'll provide a clear roadmap for success that focuses on specific dos and don'ts, including:
- DO NOT be insensitive to data privacy concerns
- Do pay close attention balancing functionality with download speed -
Ask the Experts: The Most Important Analytics for Marketers Today
Mar 19 2015
4:00 pm
UTC
60 mins
Kyle Christensen, Invoca; Nick Herinckx, Obility; Rob Fredrick, BroadVoice; Bill Bruno, StratigentIf 2014 was the year of big data, 2015 may be the year that marketers learn to effectively harness and act on that data. But which tools are must-haves, and which are distractions? Join our panel of experts as they discuss:
• The biggest attribution challenges facing marketers today
• The top analytics tools that all marketers should have in their technology stack
• Important new metrics you should be thinking about -
Optimising content marketing performance in a multiscreen world
Mar 19 2015
4:00 pm
UTC
45 mins
Duncan Clark, Head of Global Research, NetbiscuitsThe rise of mobile and the multi-screen world puts the consumer firmly at the centre of the digital universe. Content needs to be more personal and more relevant as consumers come to regard traditional advertising and marketing tactics as intrusive and ineffective. Marketers now have to ask themselves some crucial questions:
• Is my content successfully driving more traffic?
• Are those visitors actually engaging with my content?
• Which traffic sources provide the most engaged and highest-converting customers?
• Which of my content is driving positive ROI?
• How can I improve my content to meet sales or conversion targets?
• How can I accurately measure which content is most effective and evaluate why some content performs better than others?
In this webinar, Duncan Clark will explain how you can tackle these questions to ensure your content marketing pulls its weight and delivers against business objectives. -
Optimizing your Message with Advanced Analytics
Mar 19 2015
3:00 pm
UTC
45 mins
Paul Maiste Ph.D. CEO, Lityx and Brett Mowry, Managing Partner, ESSE One ConsultingDigital targeting tools, data and advanced analytics have evolved to the point where you can understand and target desirable customer segments with customized messages. See a case study and learn best practices of how to use advanced analytics to focus and personalize your digital marketing on your most desired audiences. -
Metrics that Matter
Mar 19 2015
12:00 pm
UTC
45 mins
Abdul Hamid Ebrahim, Marketing Advisor – Strategy and PlanningMarketers often say that they want to be more metrics-driven or that they want to be able to show marketing’s value. In this session we will discuss the ways you can collect the metrics that prove the value of marketing, so you can regularly review and take action on the data. We will also cover the value of benchmarking in order to refine your processes and improve the effectiveness of your marketing efforts. -
Show Me Your Stack! with Doug Sechrist VP Demand Marketing, Five9
Recorded:
Feb 27 2015
53 mins
Doug Sechrist - VP of Demand Marketing, Five9Find out what's in Five9's marketing tech stack in Lattice's Secret Sauce Series: Show Me Your Stack.
In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?
Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!
Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.
About Doug Sechrist:
Doug Sechrist is Vice President of Demand Marketing at Five9, the leading provider of cloud contact center software. Before joining Five9, he served as Vice President of Demand Generation at Eloqua as well as Taleo. He has also held Corporate and Field Marketing positions at ZANTAZ, an Autonomy Company, Intira Corporation, and Ascend Communications. -
Social Selling: Leveraging Social Media & Employee Advocacy to Drive Revenue
Recorded:
Feb 26 2015
62 mins
Brian Fanzo , Chief Digital Strategist & Partner, BroadSuite; Martin Jones, Sr. Marketing Manager, Cox CommunicationsLearn how leading organizations are engaging in social media and using new employee advocacy platforms to publish compelling content, position themselves as topic experts, identify leads and even drive acquisitions. As Employee Advocacy programs mature, companies are finding new ways to turn sales and marketing professionals into brand ambassadors. In this webinar, you will learn:
- How these organizations and others are having success
- Some actual best practices and secrets to social selling
- 5 Steps to launching your own employee advocacy program -
Partners in Crime - How Microsoft Used Their Sales Partners to Engage Customers
Recorded:
Feb 26 2015
45 mins
Alex Beere, Social media at Microsoft, and Anna Nichols, Axon-IT, Olivier Choron, CEO and Founder, purechannelapps,Partners are incredibly valuable when it comes to B2B marketing; they can unlock your marketing potential by accessing a wide customer base. But there are also some challenges: keeping control of content and channels while maximising the impact of your initiatives.
In this webinar we will show you how Microsoft used their partners to amplify their content through social media. -
Transform Your Mobile Engagement Strategy
Recorded:
Feb 26 2015
59 mins
Gimbal, Urban Airship and guest Forrester Research, Inc.Join to learn how to:
1. develop a messaging strategy based on "mobile moments"
2. intelligently message your guests "in the moment" based off where they are in their shopper journey
2. leverage a users context: where they are, where they’ve been, what they like and how they want to receive messages
3. use targeting to boost mobile message response rates four to seven times greater than non-targeted messages -
3 sexy ways to use popovers to increase conversions
Recorded:
Feb 26 2015
37 mins
Kath Pay, Marketing Director, cloud.IQJoin Kath Pay, Marketing Director of cloud.IQ, on this webinar to discover how you can use popovers (also known as lightboxes or overlays) to increase your conversions - whether you are looking to drive sales, subscribers, return visits or downloads.
Take the right approach to popovers and they can be an extremely effective conversion tool that are also a helpful customer service tool, encouraging loyalty. Companies looking to increase their subscriptions and download conversions have seen a 300 - 400% uplift.
Attend and you will learn:
> How to integrate offers and codes to drive customers back to basket
> How to personalise popovers to retain visitors and grow your customer database
> How to wake up idle customers and nudge them to action -
Show Me Your Stack! with Jim Williams VP of Marketing, Influitive
Recorded:
Feb 24 2015
59 mins
Jim Williams - VP of Marketing, InfluitiveWhat tools do other marketers use? Find out in Lattice's Special Sauce Series: Show Me Your Stack! with Influitive VP of Marketing, Jim Williams.
In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?
Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!
Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.
About Jim Williams:
Jim Williams is a veteran marketer for early and growth stage tech companies. He loves bringing transformative concepts to market. Before joining the Influitive team he held marketing leadership roles at Eloqua, Unveil Solutions, Lernout & Hauspie, and several PR agencies. -
Mobile Customer Experience - One Careful User, or one size fits all?
Recorded:
Feb 20 2015
44 mins
Rob Thurner, mobile marketing consultant, trainer and authorThink about it - your customers have a very intimate relationship with their mobiles. Beware!
It’s amazing how many marketers still enthuse about their “mobile first” approach to digital. Sure, many of you will have over half your web traffic from mobile devices, and most of your social engagement of smartphones.
But what about the unique mobile customer?
Drawing on case studies from Amazon, Clever Cards, FT.com, Selfridges and Starbucks, this 45 minute session looks at how to deliver the best mobile customer experience in your sector.
- Create a great first impression - any screen, any time, any place
- Wow the early adopters - win the hearts & minds of your greatest fans and resellers
- Develop exceptional UX - across sites, apps
- Make it personal, keep them coming back for more - across the whole customer journey -
Trust Bombs: Ignite the Explosive Power of Social Proof
Recorded:
Feb 19 2015
43 mins
Barry Feldman, Feldman CreativeSocial proof is the most powerful weapon on the web. Recommendations from friends, opinions and reviews blow away all other forms of marketing. Go into battle without them and you'll soon be dead meat.
Attend the Trust Bombs webinar and you'll leave armed with an arsenal of strategies for igniting the power of persuasion. -
Employee Advocacy Case Studies from Hilton, Adobe & Dell
Recorded:
Feb 19 2015
43 mins
Liz Brown Bullock, CEO and Co-founder, Social Arts and Science Institute (SASI)Hear how Hilton Hotels, Adobe and Dell have launched successful Employee Advocacy Programs to achieve key business results. The case studies will include organizational adoption challenges, lessons learned, popular content employees like to share, plus how to sustain the program through rewards and recognitions. -
How to Develop Leaders & Engage Your Workforce Through Employee Advocacy
Recorded:
Feb 19 2015
47 mins
Denise Holt, Collaborative IQ; Amber Armstrong, IBM; Janine Truitt, Talent Think InnovationsMobilizing your employees as advocates directly addresses three of the most urgent human capital must-haves: leadership development, engagement & retention.
Join this panel discussion with Denise Holt to discover how implementing an Employee Advocacy program can meet these needs head on and the its longterm effects on the organization.
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