Episode Details

Whether you have a website or landing page or are about to build one, now is the best time to start optimizing for conversions. Data scientist and conversion rate expert Brian Massey is here to talk about the latest tools and methods to turn your landing page into a money making machine. Thanks to new tools, apps, and computing power, there is no excuse not to optimize your website. These tools can help you truly understand the user experience and how to get the outcomes that you desire. We talk about new tools, smart tactics, and how data driven design is the future of digital marketing.

Conversion SciencesBrian Massey on LinkedIn@bmassey on TwitterBrian Massey on FacebookYour Customer Creation Equation

• [01:29] How Brian began in the conversion world. He is a computer programmer by training, but he was drawn to sales.
• [02:06] He got involved with semiconductor sales after college. He then moved to coding and started his own business in the 90s.
• [02:33] This was a time when he worked with Internet graphics with a dial-up connection.
• [02:47] He then started using his own analytics package to help companies build out their lead generation platforms.
• [03:06] In 2006, Brian saw the Wizard Academy presentation. For him, this put language to conversion optimization.
• [03:45] With Brian's varied background as a computer programmer, corporate salesperson, corporate marketer, and entrepreneur, he knew being a conversion scientist was right for him.
• [04:07] Why Brian wears the lab coat? He has always been a science geek and loved Bill Nye the Science Guy.
• [04:40] He wanted to introduce some kitsch and some camp. Introducing science into his work added fun.
• [05:27] How we need to stand out and be remarkable in the real world and the online world.work makes it fun.
• [05:54] The worst mistake happening these days with conversion optimization. Moore's law of doubling transistors every year. We have amazing tools from the cloud to mobile. It's easier now than ever to test.
• [07:50] When data was hard to collect in was expensive. Then assumptions had to be made.
• [08:20] Now data can be discovered for A/B testing to usability.
• [08:48] People who are still using the old "Mad Men" design process are in trouble.
• [09:35] How agencies have the option of creating data based designs based on real user based data and tool sets.
• [10:11] A well executed strategy for using your data.
• [10:35] A Landing page example. The page needs to keep the promise that was made and get the visitor to do something.
• [11:24] At the beginning, we might take a guess. Then we can look at popular email subject lines, PPC ads, and data that has been converting.
• [12:39] Also check out mobile visitors click to call.
• [12:50] The copywriter needs to understand the visitors and build the personas and get the message right.
• [13:08] Run your images and headlines through something like Usabilityhub.
• [14:23] Use eye tracking studies like Sticky.ai to make sure that your users are actually looking at what you want them to look at.
• [15:06] You can also use heat map reports and watch session recordings. Also run analytics and implement A/B traffic testing.
• [16:01] Brian uses these interim tools because they have six months to deliver. They do free unlimited user testing.
• [16:51] At first, look at other sources of data that aren't part of the landing pa