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Conversion Optimization stole the show at IMC

By: Chris Goward
Date: September 15th, 2008

The Internet Marketing Conference in Vancouver wrapped up on Friday night and Conversion Optimization stole the show.

We opened the event on Wednesday night with the WiderFunnel kickoff party and the next two days was one of the most content-packed conferences I’ve seen. With over 50 speakers and less than 150 attendees, the content ratio was high.

The first day saw five sessions about Conversion Optimization. They included: SAP / WiderFunnel 154% ROI case study presented by Christine Mykota of SAP and Raquel Hirsch of WiderFunnel; Making Testing Sexy at Victoria’s Secret by Jonghee Jo; Tom Leung with Google Website Optimizer; and Zaaz showing their Conversion Optimization ROI calculator (what they call Monetization).

I started the second day with a Conversion Optimization panel discussion with Mark Wachen of Optimost, Eric Hansen of SiteSpect, Pedro Sostre of Sostre & Assoc. and Mona Ellesseily of Page Zero Media. There were excellent questions by the audience, showing that Conversion Optimization is getting past the ‘What is it?’ stage to more interesting implementation questions.

The most interesting part for me was the follow-up workshop where I got the audience involved by using our Landing Page Influence Function for Tests (LIFT™) to evaluate a landing page and create hypotheses for testing. The interaction was great and everyone had fun. As promised, I will provide an overview of the LIFT Analysis tool on this blog in the next few days, so sign up for updates here so you don’t miss it:

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Posted in: events

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