One thing is certain about digital marketing: it is ever-changing. As digital marketers, we are constantly put through new quests to find effective and innovative solutions.
Once again, we are taking the challenge and narrowing the most pressing solutions into 40+ actionable sessions to make sure you walk away from Hero Conf London 2022 with everything you need to reach your desired campaign results.
Here are ten solutions you’ll be walking away with from Hero Conf London 2022.
Reporting and Analytics
1 – GA, but not as you know it. How to use GA4 to get the most out of your paid media strategies
GA4 is the biggest thing to happen in analytics in a decade! Despite the PR from GA about this ‘upgrade,’ it is not a carbon copy of Universal Analytics. It is a completely new model, and it will impact everything we do around reporting.
Every single website that uses GA is going to have to break from what they traditionally know about Universal Analytics and adapt, migrate and learn how to use the new platform.
But let’s face it, no one likes change, change is hard.
However, change also brings new opportunities and there are some things we can do in GA4 that will get you really excited.
Jill Quick, Analytics Consultant and Trainer at The Coloring In Department, will show you how to navigate your journey of using GA as you know it, to the new GA4 model, and how you can use GA4 to get more out of your paid media strategies.
2 – Five Google Tag Manager Must Have Chops for Advertisers
Google Tag Manager (GTM) is an incredibly powerful tool that allows advertisers to implement and customize tracking, all while bypassing the need for time-intensive development support.
With all the benefits that can be gained, having a basic knowledge and ability within GTM makes your life easier, increases the breadth of your ability as an advertiser, and means you can get the tracking you need to be implemented faster.
In this session led by Jon Quinton, Founder of Overdrive Digital, you’ll learn:
- How to get started with GTM
- What you can achieve with GTM
- Five GTM implementations you can action right away
3 – Create your own custom insights with custom columns
Custom columns just got a lot better and, in this session, you will get a better understanding of what’s changed and which possibilities were added that you can play with.
During this session, Koos Hoeijmakers, Head of SEA at Greenhouse, will show you practical examples of all the amazing things you can do with custom columns. You will also learn how to set them up and get the formulas that were used for said examples. The session will be split into different sections; budgets, targets, pacing, performance, and anomalies.
Bidding and Budgets
4 – Supercharge Your Lead Gen with Value-Based Bidding
Adopting proxy values for multiple conversions across all paid media channels can have a huge impact on your ads, not to mention showing clients where they get the best return on investment. Refine strategies, leverage automation, and supercharge results – Harriet Barter, Paid Media Director at Launch, will show you how in this session.
5 – How to move from ROAS to ROI
Sometimes, a lower ROAS is needed to achieve a higher profit. To make this presentation clear and actionable, Rob Watson, Founder & MD of Freewheeling, will break it down into three stages.
Firstly, he’ll make the case for moving from ROAS to ROI, sharing some recent results from the clients he worked with.
Secondly, he’ll dig into some specifics of the type of Business Intelligence that can be used in Google Ads accounts. This will get you thinking of the possibilities within your data.
Finally, he’ll wrap up with examples of how he has been able to implement this, with clear guidance so you can do the same.
6 – Proven CRO Wins in eCommerce That Aren’t A/B Tests
In this session, Luke Carthy, eCommerce Consultant at LukeCarthy.com, will talk about how he finds real opportunities to boost conversion and sales in the world of eCommerce for his clients.
Many believe that CRO is predominantly A/B testing. Although that’s a staple in CRO, there are so many more areas to find real conversion wins, improve UX and deliver sales growth.
What you’ll learn:
- How to customize everyday tools like Google Analytics and HotJar to narrow down on friction areas and CRO opportunities.
- Category pages vs. landing pages, what’s the best experience to drive more sales?
- How do you optimize them to improve conversion?
7- More bang for your buck: Determining the Incrementality of your activity
With the rise in DDA modeling and a greater focus on holistic attribution, we have seen digital marketing take great leaps in improving the way we attribute value to our different media channels and determine optimal investment across them.
However, there are gaps in the ability of any digital platform to accurately and fully understand the impact of our media investment across all channels. This is where incrementality testing comes in. When done effectively, incrementality testing can help you decide where to more effectively drive revenue uplift, and help make savings where conversions would have occurred anyway without additional media input.
In this presentation led by Orla McQuaid, Strategy Director at Brainlabs, you will learn:
- A clear idea of what incrementality is and the value it can add to your marketing modeling.
- The best practice of how to use different testing types to prove incrementality in lower-funnel/performance marketing channels to prevent over-valuation of them.
- How to take results from these tests and factor them into your digital marketing attribution model.
8 – How you can use Google to play Amazon (and vice versa)
There’s no denying that Amazon is the key player when it comes to eCommerce, but Google is a close second. At the moment, people see them as polar opposites but they are two sides of the same coin, what makes them different? Data!
Data and search are pretty much the big topics everyone is talking about. What Dan Saunders (eCommerce Channel Manager at Stanley Black and Decker) has noticed whilst working with clients and agencies, is that by not knowing what to do with their data, it’s costing the company a small fortune. Not just loss of potential new revenue and customers, but also lost revenue on acquiring data and not understanding what they should be doing with it.
Dan’s talk will be the step-by-step actions he takes with his clients to make sure all their marketing from TV, radio, search and email are all feeding into each other, and how you can use them in Google against Amazon and Visa versa! He’ll also break down how data should feed all aspects of eCommerce.
Three key learnings will be:
- Using Google and Amazon against each other.
- Where to get this data.
- Use this to build your brand and drive customer acquisition.
9 – How to couple data science with performance creative to transform your customer acquisition
2022 could be the last year that Third-party, cookie-based tracking technologies deliver the sweet ROI that digital marketers have grown so accustomed to. Even if it’s not, acquisition marketers must act now to gain deeper insights into their prospects earlier in the journey and to leverage the mountains of data in their tech stacks.
Here are three key learnings you’ll get from this session led by Paris Childress, Founder & CEO of Hop Online:
- The performance marketer’s new must-have skills in a post-third party cookie digital marketing landscape.
- Ways to identify and feed first-party data into digital ad platforms like Google and Facebook for outsized ROAS.
- A new approach to high-volume creative production and testing that’s better aligned with performance marketing (and won’t break the bank).
10- Multi-channel Digital Marketing Strategy for E-Commerce
In the upcoming cookieless era and in the age of adblockers, decreasing CTRs and conversion rates, expecting high ROAS, and low COCA from direct last-click conversions has become wishful thinking without a full-funnel multichannel marketing strategy.
For e-commerce especially, it is really important to realize how each channel interacts with the others and what is its role in the overall digital marketing strategy. In this session, Raluca Radu, Managing Partner at MTH Digital, will show you:
- How to identify the Buyer Persona profiles we are targeting in our digital marketing campaigns.
- How to do your market research on the competitive landscape using digital research tools in order to identify our main SWOT points, USPs, and key communication messages for the best results.
- How to identify the right digital marketing channel mix.
- Tactics for each PPC Marketing channel.
- Tips for budgeting and KPIs for each channel.
Get ahead of your competition and join us at Hero Conf London 2022 for two full days of in-depth training on these and many more pressing digital marketing developments.
Make sure to check out our agenda which includes more details on other sessions happening at the conference.
How to Maximize Website Conversion Rates Through Mobile Optimization Strategy
If you’re struggling for conversions, it’s tempting to throw money at the problem in search of a quick fix. Resist that temptation, though – because the key to a better conversion rate isn’t always to be found by pumping money into your ad campaigns, or a flashy new marketing drive.
Nope – the solution’s much more simple. Mobile optimization!
Starting with your site’s mobile experience makes sense. After all, 46% of Americans spend between five and six hours on their phones, every day. When they come across your website, it’s likely to be via their phones. Meaning your site needs to be ready.
Below, we’ll walk you through our top 4 mobile optimization tips. Follow them, and you’ll end up with a clean, compelling, and customer-centric site – that’s ready to convert.
What is Mobile Optimization Strategy?
First things first – what is mobile optimization, exactly?
Mobile optimization is the process of tailoring your website to users accessing it on a mobile device, such as a smartphone or tablet (as opposed to on a desktop computer.)
It involves ensuring that your website’s layout, structure, and content are customized to mobile devices. So why is that important?
Well, think about the consequences of a site that isn’t optimized for mobile. Content displays as misshapen or missized. Elements jump around on the page, as if with a life of their own; you find yourself having to zoom madly in and out, simply to read the text on the screen.
Sloppy mobile optimization – or total lack of it – means a frustrated user. And frustrated users rarely turn into customers!
How To Maximize Your Conversion Rates Through Mobile Optimization Strategy: 4 Top Tips
Ready to start maximizing your conversion rates – and make your website more mobile-friendly in the process? Here are our 4 top mobile optimization tips:
- Provide a simple, clean checkout experience
- Add on-page product recommendations
- Offer more ways to pay
- Strengthen your CTAs – and their visibility
Read on for the full scoop.
1. Provide a Simple, Clean Checkout Experience
The first way of boosting your mobile site’s conversion rates? Optimizing your checkout flow to ensure you’re providing a frictionless experience at the checkout.
How exactly you do this will depend on how you’ve built your website. But a few broad tips include:
2. Add On-Page Product Recommendations
Integrating on-page product recommendations is a low-effort – but potentially high-impact – action for optimizing your mobile site.
The on-page product recommendations you recommend could be products the customer has recently viewed, or ones similar to the products they’re currently looking at. These will appear in the frame as they browse your store on their mobile, meaning they can quickly, and easily navigate to the kinds of products they like.
On-page product recommendations are great for UX. But they’re also good for your conversion rates – as you’re removing one more barrier to your customer making a purchase.
3. Offer More Ways to Pay
These days, offering a diverse range of ways to pay isn’t simply a ‘nice to have.’
It’s a must-have. And, along with choosing the right web hosting provider and building your site with the most suitable platform, it’s one of the biggest website decisions you’ll make.
Consumers are more discerning now than ever. Many distrust the process of paying online; others just want the process to be as slick, seamless, and speedy as possible.
Your job? To ensure your customers can pay with multiple different payment methods, including:
- Mobile wallets (such as Apple Pay and Google Pay)
- Credit and debit cards
Millennials, in particular, are fond of the convenience and ease mobile wallet payments offer. In the US, Gen Y leads the share of consumers making digital or mobile wallet payments (46%), according to Statista.
And, to target Gen Z, you can even offer your customers a ‘Buy Now, Pay Later’ (BNPL) service. It’s big with that demographic – in the US, 55.1% of Gen Z consumers 14 years old and over will use a BNPL service at least once this year.
4. Strengthen Your CTAs – And Their Visibility
When it comes to maximizing conversions, compelling call-to-actions are a must.
So take the time to audit the content, placement, and design of your website’s current CTAs. Do they:
- Start with command verbs that create excitement and engagement.?
- Cultivate a sense of urgency?
- Demonstrate the benefit to the customer if they choose to take action?
Remember, you’re optimizing your CTAs here for mobile devices. So think about your user, and how they’re interacting with your site. They’re already on their phone, after all – so how can you tap into that to improve your CTAs?
One tip is to use phone call-based CTAs. Instead of inviting someone to fill out a lengthy contact form, or get in touch via email – both trickier to do from a mobile phone, or while on the go – invite them to call to make an inquiry, instead.
Plus, CTAs aren’t just about the wording – what they say – but about how they look. So make sure they stand out from the rest of the page’s content (you want people to know they’re looking at a CTA, after all!). Harness the powerful simplicity of white space. And, if there’s a button, make sure it’s big, bold, and screams “click me!”
Mobile optimization won’t just improve the look, feel, and usability of your site. It’ll increase your conversion rates – and help you grow your business online, too.
So good luck, and have fun implementing these tips. Mobile optimization can be tricky and time-consuming. But the results will be worth it in the end – trust us!