In a world that has a million different options for every creative element, CTA, form fields, and more... where do you even start? How do you know that element is where you're going to see an impact big enough to detect with testing?  It's no wonder that the number one question I get as an optimization specialist is, "what should we test?" My answer, without fail, is, "it depends!" It depends on your goals, how much traffic you're getting to your site, and invariably, how much freedom you have to change major elements. This session will cover: • How to mine your data for test opportunities • How to evaluate competitors and other sites for inspiration • Ways to organize and prioritize your ideas based on your goals

Growth driven design sounds amazing. But getting started -- where do you even begin? Between customer interviews, prioritizing your goals with your team, and measuring the success of your current website, starting on your GDD-Journey can be a daunting task. In this session, Luke Summerfield and Alex Girard will provide you with a step-by-step playbook for how you can begin using growth driven design to create a website that works better for you and your customers.

Your ideal buyers are out there, desperately searching for exactly what you’re offering -- you just know it. But, for some reason, your website is failing to close the deal by attracting and converting those perfect-fit prospects. Nine times out of 10, the reason for this is stupidly simple (and has absolutely nothing to do with design) -- your website copy sucks. Instead of bringing those customers to you, the well-intentioned words you’ve chosen are letting you down by scaring off, confusing, or otherwise repelling the people you’re trying to reach. In this tactical breakout session, you’ll learn IMPACT Editor in Chief Liz Moorehead’s top battle-tested conversion copywriting tips, strategies, and methods. So, be prepared to take a lot of notes -- by the end of this session, your ideal buyers won’t be able to resist you.

Regardless of your business or industry, you have to adapt to the way buyers want to make purchases now. So what is a seller-free sales experience? Does it mean the end of salespeople? Find out exactly how you can optimize your buyer's experience with self-selection tools, pricing tools, and more so you can close more deals faster.

Do the terms DNS, Canonicals, and Core Web vitals make your head spin? Fear not, as we take you on a guided tour to unravel the mysteries of technical SEO with Franco Valentino. Learn - in simple terms - how International websites like the Panama Canal, Avis, and Chilisleep tune their platforms to maximize user happiness and increase sales.

Build a customer-obsessed website strategy by mastering one fundamental skill: customer segmentation. In this session, you’ll learn how to identify your company’s best customers, discover the value they seek and implement high-converting go-to-market strategies across your website and landing pages. Whether you’re looking for product-market fit, competing in a saturated market, or defining a new category, segmentation will help you take a focused approach to driving sustainable growth. Key takeaways: - Learn an easy framework you can apply to identify your best customers - Understand how to deepen your understanding of your segments and build a segment profile - Discover actionable ways to apply segmented marketing strategies to your website and landing pages

When you register for the Website Optimization Summit you will have the opportunity to submit your website for a Website Throwdown. If chosen, your site will be critiqued by two of our web and SEO experts. Not picked? Not to worry! You can learn from the critiques presented during the summit and find out how to get a Website Throwdown of your own after the summit ends.

The way most people approach managing their business website is broken. At IMPACT, our website was generating almost a million visitors per month and was the biggest source of revenue for our business. However, how we were managing our clients’ websites was fundamentally different than how we managed our own site. We realized we needed to fundamentally change how we dealt with client websites. In this talk, Bob Ruffolo explains exactly what businesses who experience significant website performance growth do differently compared to most businesses and how you can achieve this level of growth through a new approach.

Slow websites kill conversions. 1 in 4 visitors will abandon a website if it takes more than 4 seconds to load. So, how do you optimize your website speed? Hint: It starts as early as the design phase. Join Maia Singletary, Manager of Web Development at G2, and learn about page speed metrics, strategy, and tools you can use to create websites that are blazingly fast.

There is a lot of speculation on what the best tactics and methods are for scaling your organic traffic, but there is a highly underutilized method that can strongly improve the engagement on your content. A few years ago, Venngage did an internal research study to learn what made people want to read a blog post on a site, or download an ebook or sign up for a webinar. In this talk Nadya will share some of those findings, and also discuss the impact of mini-infographics in content. She’ll discuss how Venngage reduced bounce rates and increased overall rankings fast, without building a single new backlink. In this talk, attendees will: • Understand why overly long-form writing is not as effective as you might believe • Simple formatting hacks to increase on page engagement, and as a result improve your rankings • How to use visual cues and infographic to communicate and inspire your audience to keep coming back

From the first keyphrase to the final conversion, this session connects every dot. Build a bridge between the Google search results page and your website’s thank you page. Here is a complete approach to making that bridge a fast-flowing highway of continuous demand. Andy will walk through each step in the process for driving B2B leads with content marketing, from first action to final outcome. Who are we talking to? Why do they care? What are we ranking for? What are the two types of keyphrases? How does PR and research build links, authority and ranking potential? What do we publish? And how will it be promoted? What topics, formats and collaborators support lead generation? Learn to be a “dual threat marketer” by combining search and psychology, SEO with conversion optimization, cheese and mousetraps. There’s more than one way to generate demand for services. This is one of the best.

Featured Snippets are an effective part of your SEO toolkit. But within an ever evolving SERP landscape, how can you ensure that your content is reaching potential customers in the most effective way in 2021? In this talk we‘ll look at the latest developments in Google’s Featured Snippets, how you can optimize your site, where you might find challenges, and which tools can help stay a cut above.

Unless you show it, it doesn’t exist. How much of your business is stated but not shown? In a world where video is not only common, it’s expected, text-only landing pages no longer cut it. In this jam-packed session, Vidyard’s Tyler Lessard identifies the key reasons for adding video to your website, how it impacts the buyer’s journey for your customers and prospects, and where to start adding video to your website right now. Bonus: This session will feature a live walk through of an audience member’s website and show how they can get started in adding video to their website!

Is your website constantly in a pickle? We can relate. From never-ending redesign headaches to the bugs that just won’t disappear, we’ve seen it all. But we’ve learned a bit along the way, and have some tips to share on how to minimize the pickles by focusing on creative consistency and constant optimization.

Great marketing doesn’t feel like marketing. But much of what we experience favours a low IQ approach: emails asking for a 15-minute call, followed by five more emails “bumping” it to the top of your inbox because you might have missed it. We didn’t miss it, we simply don’t want it. The Marketing IQ Manifesto is a new methodology for creating marketing that matters. It embraces diversity, choosing extra, and being real, resulting in high-converting experiences that respect our audience's needs and who they are. In this actionable and entertaining talk, Oli will show you: • The 6 elements of Marketing IQ: Spatial Ability (conversion-centered design), Language Ability (conversion copywriting), Mathematical Ability (analytics & data), Memory Ability (repeatable processes & optimization), Emotional Intelligence, and Strategic Thinking. • The guiding principles of a high-IQ marketer. • And the MIQ Checklist which encapsulates your actionable guide to intelligent growth for your business