Reasons to Attend Optimization Summit 2012 - MECLABS€¦ · 7 Reasons to Attend Optimization Summit 2012 ... Over the course of four days, ... Mick Winters, SVP, E-commerce and Customer

Reasons to Attend Optimization Summit 2012

Reasons to AttendOverviewAgendaWorkshopsWhere to StayCO

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2 Click here to reserve your seat: Meclabs.com/OptSummit2012

7 Reasons to Attend Optimization Summit 20121. 15 Years of Optimization Laboratory Research

MarketingSherpa and MarketingExperiments have more than 15 years of scientific research spanning 1,300 plus experiments, including more than 1 billion emails and 10,000 landing pages. At the Summit, you’ll learn from the world’s largest library of case studies and research available, designed to help you measure what matters, test your mission-critical activities, and optimize your conversion processes.

2. New Research on Optimization from MarketingSherpa Attendees will receive benchmarks and analysis from MarketingSherpa’s Website Optimization Benchmark Report. This research will be presented for the first time at the Summit and will arm you with the data and insight necessary to make the best possible decisions for your optimization strategy.

3. Multiple Case Studies from Marketers (not vendors and consultants) The Summit will include war stories and lessons learned by your marketing peers and mentors. While our competitors are presenting vendor case studies with questionable results, we’re collecting real stories with proven results from marketers. MarketingSherpa reporters have researched and written more than 1,000 marketing case studies. When we program the Summit, we’ll use this extensive experience to determine which case studies are presented at the Summit, providing marketers with the information they need and want.

4. No Sales Pitches from the Podium The speakers at Optimization Summit are just like you – marketers responsible for optimizing websites, testing, launching new products and marketing metrics for email, search, social marketing, lead generation or lead nurturing. You won’t hear any sales pitches about companies or the services they provide – just the information you need to succeed.

5. One-to-One Coaching Clinics We’ve assembled a team of industry experts that can help you with your unique set of circumstances. This is your chance to get one-to-one advice about your analytics program, your data, your testing platform and your landing pages. We urge everyone to take advantage of this incredible opportunity. These clinics are not cleverly disguised sales pitches. They are designed to address your challenges and leave you with actionable ways to improve your marketing efforts.

3Click here to reserve your seat: Meclabs.com/OptSummit2012

6. Pre- and Post-Summit Certification Workshops: Landing Page Optimization and Fundamentals of Online Testing Attend the pre- and post-Summit workshops taught by Dr. Flint McGlaughlin to learn the meta-theory of landing page optimization and improve your online testing skills. Taught for eight years, to thousands of marketers from companies like Google, Cisco, Oracle, Verizon, Vocus and more, these hands-on training courses offer you real examples, step-by-step instruction, and insights on how you can optimize your landing pages for maximum conversion and increase your company’s revenue.

7. Add Optimization Certification to Your Professional Resume

At the end of the pre-Summit Workshop, all attendees will take the exam to receive their Landing Page Optimization Certification. The workshop will teach you what is needed to pass the test to receive your professional certification.

Plus, a few more...

Live TestAttendees will participate in an optimization test, including design of treatments, test launch, tracking results, data analysis, and next steps. Roll up your sleeves and get ready to experience a real test!

Bonus SessionsJust added to the schedule, take a deep-dive into the following optimization topics:

• Testing Validity: Avoid making wrong decisions by determining if a test is statistically valid

• Personal Assessment: Take a personnel test to determine what type of marketer you are

• Copy writing and CTA’s: Tested methods on how to improve conversion rates

• Testing Project Plans: Learn how to use the MECLABS test protocol spreadsheet for your projects

• Connection Between IT & Optimization Team: Tip and strategies to get your teams on the same page

• Optimizing Leads: Getting a lead is only the beginning, learn how to optimize your lead process


Overview

Join us in Denver on June 11-14, 2012, at the Denver Marriott Tech Center for Optimization Summit 2012 − the only vendor-neutral, research-based optimization marketing event. Our last Summit sold out, and we plan to accommodate an even larger crowd in 2012, as we continue to improve programming to best serve your needs.

This year’s Summit is shaping up to be our best to date, as we have a full slate of sessions aimed at overcoming your top challenges with actionable training, grounded in rigorous research and science.

To meet this lofty goal and provide you the best possible Summit, we’ll rely on case studies from your peers and the extensive MarketingSherpa and MarketingExperiments research libraries, which include more than:

• 15 years of optimization experiments

• 10,000 landing pages tested and optimized

• 1,000 marketing case studies

• $10 million in optimization marketing research

Over the course of four days, you will learn how to:

9 Measure what matters and use Web analytics to make meaningful decisions

9 Test your mission-critical activities using valid and scientific experiments

9 Optimize your conversion processes by stepping into the mind of the consumer

5Click here to reserve your seat: Meclabs.com/OptSummit2012For more information visit: Meclabs.com/Optimization

Website Objectives are Key to Decoding LPO Practices Without an objective, optimization is simply pushing things around on a page. Optimization cannot occur in a vacuum: a page, a process, a message, etc., is optimized for a certain desired outcome. As we can see in the chart below, while some objectives map neatly on our intuitive understanding of certain industries, others are somewhat unexpected.

Website Objectives Are Key to Decoding LPO Practices

Without an objective, optimization is simply pushing things around on a page. Optimization cannot occur in a vacuum: A page, a process, a message, etc., is optimized for a certain desired outcome. As we can see in the chart below, while some objectives map neatly on our intuitive understanding of certain industries, others are somewhat unexpected.

Chart: Direct lead gen, content-for-lead, and e-commerce objectives in 2010, by industry

Travel or Hospitality

Direct lead gen

Source: ©2011 MarketingSherpa Landing Page Optimization Benchmark Survey Methodology: Fielded February 2011, N=2,673

Content-for-lead E-commerce

Technology Equipment or Hardware

Software or SaaS

Retail or E-tail

Professional or Financial

Media or Publishing

Marketing Agency or Consultancy

Manufacturing or Packaged Goods

Education or Healthcare


Join hundreds of the industry’s leading marketers!Over the course of four days, you and your team will have the opportunity to get professionally certified, sit in on tailored one-on-one coaching sessions, participate in audience-led panel discussions, and glean insights from newly revealed research findings.

You’ll come away armed with practical, new website optimization tactics, knowledge and expertise you can test to stay ahead of your competition.

• Hands-on activities for test design, value proposition, validity, solutions, design

• Action plans and step-by-step case studies to best optimize your website for maximum conversion

• Peer-to-peer learning with successful marketers sharing their proven results, and no vendor sales pitches from the stage

• General sessions and roundtable breakout sessions, featuring Sherpa’s renowned research, training, interactive panels and case studies


Keynote Speakers

Dr. Noah J. Goldstein is a faculty member at the UCLA Anderson School of Management, where he has won awards for both teaching and research. His research centers on how to influence people to win support for one’s products, proposals, ideas, initiatives and requests. He is co-author of a book on persuasion called, Yes!: 50 Scientifically Proven Ways to Be Persuasive, a New York Times bestseller now translated in more than 25 languages.

Kristin Zhivago is one of the world’s leading experts on the customer’s buying process, and a revenue coach whose clients range from thriving young startups to those in the Fortune 500. She is also the author of Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy.

Dr. Flint McGlaughlin is the managing director of MECLABS Group. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources. His organization has partnered with key market leaders including, The New York Times, Microsoft Corporation, and Reuters Group.


Optimization Summit 2012 AgendaMonday, June 11Monday, June 11

Pre-Summit Workshop: Landing Page Optimization

This seven-session course will teach you “what to test” and show you a systematic method for applying the five essential elements of website conversion.

You’ll learn how to:

•Motivate page visitors to take action

•Design landing pages that hold visitors’ attention

•Develop and clearly express your value proposition

•Analyze results to make further improvements

Once you have taken and passed the final exam, you will be designated as a Certified Professional in Landing Page Optimization.

8:00-9:00am Breakfast and Morning Workshop Registration

9:00-11:00am Landing Page Optimization Workshop

Instructor:Dr. Flint McGlaughlin, CEO & Managing Director, MECLABS

11:00-11:15am Break

11:15am-12:15pm Landing Page Optimization Workshop (continued)

12:15-1:00pm Lunch

1:00-3:00pm Landing Page Optimization Workshop (continued)

3:00-3:15pm Break

3:15-4:00pm Certification Exam


Optimization Summit 2012 AgendaTuesday, June 12Tuesday, June 12

Optimization Summit - Day 1

7:00-8:00am Networking Breakfast and Registration

8:00-8:30am Welcome and Introduction: 5 ways to use Optimization Summit to boost your marketing performance

Speaker:Dr. Flint McGlaughlin, CEO & Managing Director, MECLABS

8:30-10:15am The Web as a Living Laboratory: How MECLABS uses Internet experimentation to optimize messaging


10:15-11:00am Networking Break and Sponsor Exposition

11:00-11:30am Expert Panel – 30 Ideas in 30 Minutes

Speakers:Adam Lapp, Associate Director of Optimization, MECLABSMichael Lykke Aagaard, LPO Specialist/Online Copywriter, onlinetekstforfatter.dk

Moderator:Sergio Balegno, Director of Research, MECLABS

11:30am-12:00pm Case Study – Increasing Conversion Through a Radical Redesign of NationalBuilderSupply.com

Speaker:Mick Winters, SVP, E-commerce and Customer Experience, National Builder Supply

Moderator:Austin McCraw, Senior Editorial Analyst, MECLABS

12:00-1:15pm Networking Lunch and Sponsor Exposition


Optimization Summit 2012 AgendaTuesday, June 12 - continuedTuesday, June 12

Optimization Summit - Day 1 continued...

1:15-1:45pm Case Study

Speakers:Tim Kachuriak, Senior Vice President, Innovation & Optimization, Pursuant Nathaniel Ward, Manager of Online Programs, Heritage

1:45-2:30pm Roundtable Sessions

Speakers:TBD

2:30-3:15pm Networking Break and Sponsor Exposition

3:15-3:45pm Case Study – No Test Is Too Small to Achieve Big Results

Speaker:Brian Smith, Chief Marketing Evangelist, Awayfind

Moderator:Todd Lebo, Senior Director of Content & Business Development, MECLABS

3:45-4:15pm Case Study – Facebook Ad Optimization with Scholastic: “Raising” Fans and Beating Benchmarks

Speaker:Gabriela Acatrinei, Marketing Manager, Scholastic

Moderator:Daniel Burstein, Director of Editorial Content, MECLABS

4:15-5:15pm Keynote Address

Speaker:Dr. Noah Goldstein, Author, UCLA Faculty

5:30-7:30pm Networking Cocktail Reception


Optimization Summit 2012 AgendaWednesday, June 13Wednesday, June 13

Optimization Summit - Day 2

7:00-8:00am Networking Breakfast and Sponsor Exposition

8:00-9:45am Quick Win Clinic: 7 key testing and operations tactics that will help you achieve results fast


9:45-10:15am Case Study – Managing a Transition From Free to Paid Product

Speaker:Peter Doucette, Executive Director, Circulation Sales & Marketing, Boston Globe

Moderator:Pamela Markey, Director of Marketing & Brand Strategy, MECLABS

10:15-11:00am Networking Break and Sponsor Exposition

11:00-11:30am How-to – Top Three Tips for Testing Success

Speakers:Tony Uhlir, Internet Customer Experience Manager, Cabelas.com

Moderator:Todd Lebo, Senior Director of Content & Business Development, MECLABS

11:30am-12:00pm Case Study – The Biggest Optimization Mistake I Ever Made

Speaker:Tim Burgess, Web Analytics Manager, Air Canada

Moderator:Justin Bridegan, Senior Marketing Manager, MECLABS

12:00-1:15pm Networking Lunch and Sponsor Exposition


Optimization Summit 2012 AgendaWednesday, June 13 - continuedWednesday, June 13

Optimization Summit - Day 2 continued...

1:15-2:00pm Keynote Address – How to Optimize Your CEO’s Anointing of Your Marketing Efforts

Speaker:Kristin Zhivago, President, Zhivago Management Partners, Inc.

2:00-2:30pm Case Study – The WOW! Computer: A(n ongoing) Testing Story

Speaker:Steve Parker, VP, Internet, firstSTREET

Moderator:Meghan Lockwood, Research Analyst, MECLABS

2:30-3:15pm Networking Break and Sponsor Exposition

3:15-4:00pm Training – How Sales Uses Digital Content: Likes, Dislikes and Marketing’s Optimization

Speaker:Bob Johnson, Vice President & Principal Analyst, IDG Connect

4:00-5:00pm Live Optimization and Closing Remarks: A hands-on, group evaluation of test ideas for audience-submitted landing pages



Optimization Summit 2012 AgendaThursday, June 14Thursday, June 14

Post-Summit Workshop: Fundamentals of Online TestingImprove your online testing skills, increase your company’s revenue, and advance your career with the MarketingExperiments Fundamentals of Online Testing course. This course covers highly valuable material including:

•Before and after results from tests we’ve run using our proven testing methodology

•Key principles for conducting successful online tests — what constitutes a valid sample size, the right test design, how to interpret your results and more

•Tools that will help you design effective tests for your own existing pages

•A process for implementing an iterative testing program that will boost website ROI for your company

Once you have taken and passed the final exam, you will be designated as a Certified Professional in the Fundamentals of Online Testing.

8:00-9:00am Breakfast and Morning Workshop Registration

9:00-11:00am Introduction to Online Testing, The Research Question, Developing Treatment Designs, and Understanding Metrics

Instructor:Dr. Flint McGlaughlin, CEO & Managing Director, MECLABS

11:00-11:15am Break

11:15am-12:15pm Online Testing Workshop – Establishing Validity Part 1

12:15-1:00pm Lunch

1:00-3:00pm Online Testing Workshop – Establishing Validity Part 2, Interpreting Test Re-sults, and Course Review

3:00-3:15pm Break

3:15-4:00pm Certification Exam


Pre-Summit Workshop – Landing Page Optimization Certification

Learning experiences for optimizing campaigns and streamlining practices

Attend the pre-Summit workshop on June 11, taught by Dr. Flint McGlaughlin to learn the meta-theory of landing page optimization that has been proven to work in thousands of experiments.

You’ll learn proven techniques you can implement immediately, including how to:

• Prioritize messages and optimize your own landing pages using our patent-pending conversion formula

• Identify and express an effective value proposition that motivates your page visitors toward the desired action

• Reduce your website abandon rate by minimizing Friction and overcoming the remaining Friction through effective incentives

All workshop attendees will have the opportunity to:

1. Earn their Landing Page Optimization Professional Certification

2. Receive a FREE copy of the Landing Page Optimization Benchmark Report

3. Optimize their landing pages with help from the experts

Click Here for More Course Information

Optimization Summit 2012 Workshops

http://www.meclabs.com/training/training-workshop/landing-page-optimization/overview


Post-Summit Workshop – Fundamentals of Online Testing Certification Attend the post-Summit workshop on June 14, to improve your online testing skills to increase your company’s revenue.

You’ll learn proven techniques you can implement immediately, including how to:

• Before and after results from tests we’ve run using our proven testing methodology

• Key principles for conducting successful online tests — what constitutes a valid sample size, the right test design, how to interpret your results and more

• A process for implementing an iterative testing program that will boost website ROI for your company

All workshop attendees will have the opportunity to:

1. Earn their Online Testing Professional Certification

2. Receive a FREE copy of the Summary of Principles Report

3. Receive tools to help them design effective tests

Click Here for More Course Information

Optimization Summit 2012 Workshops - continued

http://www.meclabs.com/training/online-course/online-testing/overview


Past Summit Attendees Include:AAA National OfficeAcxiom CorporationADP, IncAETNAffinityAllstate Insurance CompanyAMF Bowling Centers, Inc.ApsisAscend One CorporationAscentive SoftwareAspen Marketing ServicesAssociated PressBlue Cross Blue Shield of MichiganBronto SoftwareCA TechnologiesCambria CoveCarMaxClickBankComcast-SpectacorConstant ContactCornerstone Publishing Group, Inc.CPE LinkCrocsData Foundry, Inc.Digital Evolution GroupDigital WorksDirect Financial Solutionse-DialogEF EnglishtowneFax

Email Marketing, Toronto StarEmfluenceEMS Technologies, Inc.eTale BVBAExact TargetFiservFootage FirmGaylord HotelsGEICOGetResponseHyatt Hotels & ResortsHyland Software, Inc.HyperDriveiHire LLCInfogroup InteractiveInquiry Management SystemsiPostITM ConsultantsJackson River, LLCJobsInSports.comKaiser PermanenteLiberty MutualLincoln Electric CompanyLiveOpsMacmillanMarketoMarriott InternationalMcAfee, Inc.MicrosoftNational Instruments

POP MultimediaPrincipal Financial GroupProgressive InsuranceRadiant SystemsredboxResponsysReturn Path, Inc.RightNow TechnologiesSage SoftwareSAS Institute IncSavings.comScience MagazineShopzillaSilverpopStrongMailThe New England Journal of MedicineThomson ReutersTRowe PriceUnderline CommunicationsVerizonVerticalResponseVisitorTrack – from netFactorVitacost, Inc.Wasp BarcodeWells Real Estate FundsXanEdu PublishingXcel EnergyYale Appliance


Here’s What Past Summit Attendees Have Said

“You guys are awesome! Thank you! You have skills, knowledge and ideas to holistically move an organization forward in this new, dynamic, yet unpredictable and fierce marketplace. Thank you!”

“Anyone involved in marketing, sales, or PR who cares about their ROI needs to take the time to learn this info. People both simplify and complicate optimization and social media at the same time ... MarketingExperiments and MarketingSherpa remedy both sides of this situation.”

“I called the office and two vendors at lunch to put what I learned into action even before the session ended. This is outstanding information that would be valuable to anyone in charge of site design, SEO, SEM, banner advertising, social media, product design, creative, or any other discipline that touches the on-site conversion flow.”

“This is the first marketing conference that I’ve attended and left feeling more informed and educated. The speakers were great industry experts and truly made an effort to ensure attendees had something to take away at the end of the day. Thank you!”

- Judy Seiler, Angiotech www.angiotech.com

- Ashley Testa, Cox Radio www.coxmediagroup.com

- Dan Nadelberg, Sovereign Bank www.sovereignbank.com

- Stephanie Urban, The Execu|Search Group www.execu-search.com


Where to Stay When You Attend Optimization Summit 2012

Location:

Phone:

Fax:

Room:

Discounted Room Rates:

Group Code & Rate Ends:

Denver Marriott Tech Center4900 S. Syracuse StreetDenver, CO 80237

303-779-1100

303-740-2523

Evergreen Ballroom

$136.00 for singles and doubles

June 2012 Optimization Summit5:00 p.m. on May 18th


• 15 years of Optimization experiments• 3,500+ marketers surveyed• 1,810 marketing case studies• $10 million in optimization marketing research

Documents

Reasons to Attend Optimization Summit 2012 - MECLABS€¦ · 7 Reasons to Attend Optimization Summit 2012 ... Over the course of four days, ... Mick Winters, SVP, E-commerce and Customer