[Estimated read time: 5 minutes]
As marketers, we can’t turn a corner without hearing about how to generate leads with existing content. But CRO [Conversion Rate Optimization] is about so much more than just leveraging content in different ways; optimization is really the process of finding out and testing how to convert people on your site pages, landing pages, blog posts, and marketing efforts.
Don’t know where to start? Listen to these five actionable talks from a few of today’s top conversion experts. Hear directly from the landing page, copywriting, mobile, and conversion design experts on how to optimize your marketing for lead conversion. (And save your spot in a live Google Hangout with these experts and HubSpot on June 1st!)
1. Peep Laja – How to Turn Data into Insights & Customers
As ConversionXL founder, Peep is an entrepreneur and conversion optimization expert with 10+ years of global experience. He has extensive experience across verticals: in the past he’s run a software company in Europe, an SEO agency in Panama, a real estate portal in Dubai, and worked for an international non-profit.
In this talk from TractionConf, Peep covers:
- 6 steps to thinking of conversion optimization as a process and not tactics
- Why “best practices” aren’t necessarily the best ways to optimize your own blog posts and landing pages
- Digging into the formula for conversion success (hint: it starts with the number of tests run, the percentage of winning tests, and impact per successful experiment)
- Getting better data, not more
- Gathering qualitative and quantitative data to find out if your ideas are actually good
- Identifying problems and holes for conversion on your site
2. Oli Gardner – 4 Corners of Conversion
Unbounce’s legendary Oli Gardner has seen more landing pages than anyone on the planet. His disdain for marketers who send campaign traffic to their homepage is legendary. He is a prolific webinar guest and writer, and speaks internationally about conversion-centered design where he is consistently ranked as the top speaker.
In this presentation from INBOUND15, you’ll learn:
- Bull sh*t marketing and how to spot it on your own landing pages
- Conversion-centered design and utilizing psychology for conversion
- How to apply the 4 corners of conversion — copy, design, interaction, and psychology — in all forms of your marketing, not just landing pages
- Utilizing information hierarchy and ensuring your copy comes before design
3. Joanna Wiebe – 3 Undeniably Real Test-Proof Truths That Will Shake What You Know About Copywriting
As copywriter and creator of Copy Hackers, Joanna helps startups use their words so people fall in love with them, flood them in cash, tell all their friends about them, and name their firstborn after them. ("Buffer Anastasia McGillicuddy. That's got a nice ring to it.")
In this particular talk from CallToAction Conference 2014, she covers:
- How to approach “clever” copy and learning to write for conversion
- How to lead a headline: what we’ve learned from the advertising world of David Ogilvy and modernizing those ideas
- What color your buttons should actually be
- How to break patterns in language and copy when you’re stuck
- Ideas for new tests to run on your pages
4. Tim Ash – Mobile Conversion Strategies
Tim Ash is the author of the bestselling book, Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization.
At INBOUND15, Tim covered:
- Top 10 things to stop doing on your mobile pages
- How to manage navigation on mobile and prioritize content
- Setting expectations for your mobile users and acknowledging their attention spans
5. Angie Schottmuller – 7 Secrets to Drive Epic Conversion with Hero Shot Images
Angie is an inbound marketing thought leader skilled at wielding magnetic content optimized for search, social, conversion, and mobile. With over seventeen years in multichannel B2B and B2C experience in both agency and corporation settings leading successful marketing technology projects for brands like Nestle USA, Gerber, Red Wing Shoes, Andersen Windows, The Home Depot, and more, she’s adept at harnessing online and emerging technologies to drive tangible results for improving business — social engagement, lead generation, sales conversion, customer loyalty, and brand advocacy.
At Conversionista Conference, Angie talks about:
- 7 hero shot persuasion factors to learn and test from
- How to say more in a visual than header text
- Connecting hero images in your marketing
- How to persuade through credible imagery and encourage prospects
- Staying away from “fancy” brand images and gearing hero shots for conversion
Want to see some of these experts in action? Learn all about how to increase your lead conversion in a live Google Hangout on June 1st!
Very helpful. Thank you for posting!
Wow that's looks awesome and something different shared here. Thanks Christine for sharing this.
Strong Real Reviews on your portfolio is also an important aspect of Conversion rate optimization.
Thanks for sharing these. I´ve gone through the the one from Joanna already and will watch the others in the coming days.
From the one I´ve watched on copywriting I can see it is very interesting. The main challenge I see however is in keeping the balance right between the job of the landing page in terms of making its job once the person is in.... and making its job to get the people onto it (Seo related) Sometimes it works well, but sometimes I find that what brings people is no good in increasing conversion.
Brilliant, insightful, helpful and actionable information! Thank You!
The base is the conversations, but we must start treating these channels so they can potentially be for business: how to maintain a more direct and simple conversation with your customers.
Hi Christine,
Thanks for sharing, i must say they were quite insightful. i am amazed with all this information readily available why does most of the established brands specially in lifestyle and fashion are lagging behind.
Cheers!
Thank you very much for sharing!!! Article very helpful
Hi Christine! :)
I must have to say (as I've done in other posts) that I'm very interested in the landing pages topic.
I want to be honest to you. I started to see the video: "Oli Gardner – 4 Corners of Conversion." The guy is VERY funny, but sadly the audience is a little shy... not enough laughs :(
One thing I didn't like about the camera man in this video is that when Oli presented some examples, he didn't focus to the slides, but in Oli, so there were a lot of examples wasted, sadly. Ok, so I take the good thing of what he said of Delightful Marketing and how to design landing pages.
Next I started to watch Tim Ashes video.. ok, he reminded me Pitbull the singer, but he is so brilliant ant funny too. I liked what he says: "DRAW PRETTY BOXES (buttons)... DRAW PRETTY BOXES!" He refers to the conversion boxes in landing pages. I must want you to share you (Christine and all the public) that in an study, there was a better clic ratio between red color buttons than others, like green.
in my experience, I have to make more surveys to make the metrics, but in color psychology we can expect that RED color generates urge, so that's why I think that Red color Boxes (or buttons) in Landing Pages are the best to make conversions.
Dear Christine,
Thank you very much for showing us these nice talks, I've found them really interesting! About the live Google Hangout, I'll save a seat as I arrive home, wouldn't miss it. It's always nice to listen to other professionals talking 'bout different marketing issues cause you can approach to other subjects different than yours (for example, I'm a SEO who also loves copywritting and mobile marketing).
Again, thank you :D
Hi Christine
5 excellent examples of how to convert your content into money to your pockets and how to generate leads With Existing content.
Thank you very much for sharing
I like this converson!
Thanks for the research!)
As I was skim-reading it through, something in your words made me re-read it from the top thoroughly.