User Testing - Getting to the "Why" behind Your User's Behavior

Don't just understand if a user likes your website; understand why and how they got there in the first place and whether they ultimately will choose you or your competitor.
Many businesses utilize User Testing to understand and improve website user experience, but fail to realize its farther reaching - and affordable - market research capabilities. User Testing can be used to secure market and competitive intelligence from your actual customers or look-alike audiences by having them walk & talk you through critical points in their path to purchase, their thought-processes, preferences & decision-making factors.
In this session we'll show you how to use User Testing to analyze:

1. Customers searching on mobile: what causes them to search, what terms do they search, how do they evaluate products and how do they make a decision.
2. Customers comparing your website or products to competitors: what is a customers perception of you versus the competition, who would they select and why.
3. Finally and most importantly, how to use these insights to generate more revenue.

The New Rules for Scaling Your Paid Channels

The advertising landscape has shifted dramatically in the last year. There have been massive updates and new features from Google and Facebook, in addition to explosive new growth opportunities from LinkedIn and even Bing, among others. But the data shows that most advertisers are still using tactics from 2015, and wallowing in mediocrity as a result. In this engaging session, Lance will visually demonstrate the new ways of thinking and the specific steps that modern digital advertisers must take to achieve breakout success with their Digital Advertising campaigns.

Content Recycling 101

In this session, you'll learn how to master the art of reusing content to increase your visibility and reach measurable content marketing goals.
We will look at the different ways businesses have reused content and the results that have stemmed from doing so. We’ll also run a full content audit to learn what the best types of content to recycle are and rules to follow when reusing your content. Once you’ve gained a deeper understanding of reusable content strategies, we’ll then analyze how to measure the effectiveness of this recycled content and which tools will best help us find ROI.
You can expect to walk out of this session with an understanding of how to recycle your content at low costs and achieve high ROI.