Attracting and retaining attention is a huge battle for marketers: according to Media Dynamics, people are exposed to around 362 ads per day but a mere 24% of these are viewed more than 1 second, resulting in most going unnoticed.
In a world where capturing and retaining customer attention has never been more challenging, this exclusive event gives you access to strategies that go beyond best practice. Join senior marketing professionals and learn how to turn evidence into action to transform your paid media efforts and increase your website’s conversion rate.
What you’ll learn:
- To uncover actionable insights about your audience and what resonates with them
- How to apply these insights to optimise your paid media campaigns
- How to craft landing pages that utilise behavioural science principles to convert more clicks into customers
- How to leverage testing and experimentation to identify what works and scale success
During the session, the workshop will be split into two sections to help you transform your paid media efforts and increase your website’s conversion rate. We will then conclude with a keynote talk from Adam Valentine, Digital Experience Lead at Specsavers.
Workshop one: Understanding your Audience
A live walkthrough highlighting how to understand your audience, and create and test copy that will drive engagement and click-through rate. You’ll learn:
- How to identify your audience, learn what resonates with them, and understand which paid media campaign elements to test to gather meaningful insights
- How to define and hypothesise a testing plan and how to run a clean test to ensure you can accurately measure its performance
Workshop two: Attention to conversion
Once you have successfully captured user attention and driven them to your website, you have to retain their attention as you guide them towards relevant products and services. The second part of the session will introduce you to behavioural science and psychology tactics that will influence, persuade, and motivate your audience. You’ll learn
- How to leverage testing and experimentation to remove any guesswork and implement only the tactics proven to convert clicks into conversions.
Key takeaways:
- Analysis of PPC landing pages using attention mapping – We will offer a free attention mapping analysis of PPC landing pages
- Identify how to approach testing and experimentation to improve paid media campaign performance
- Learn how to enhance the user’s online experience by harnessing customer attention
Workshop hosts
Head of Paid Media Performance
Impression
Nick has 8 years experience in paid media, working with brands like Ocado, TalkTalk, and Hubspot. At Impression, he drives innovative strategies to grow client accounts, leveraging data to integrate Performance and Brand channels. Nick has also led performance marketing and strategy teams at top UK agencies.
Head of Behavioural Science
Impression
Mike has over 10 years of experience in digital design, collaborating with top brands like HSBC and Pretty Little Thing. As Head of Behavioural Science at Impression, he leads digital experience, focusing on CRO, CRM, and media solutions. He’s also pursuing a PhD to explore how commerce interfaces influence motivation.
Keynote presentation
Digital Experience Lead
Specsavers
The event will end with a session from Adam Valentine, Digital Experience Lead at Specsavers
Adam has 15 years of eCommerce expertise in CRO, UX, trading, merchandising, and content. He has driven growth at THG, Graham & Brown, JD Sports plc, and now Specsavers. Adam has built large teams from the ground up and led innovative strategies that align with business planning to deliver exceptional ROI.
The Agenda:
| 13:30 – 14:00 – Registration and Introduction 14:00 – 14:45 – Workshop one: Understanding your audience 14:45 – 15:30 – Workshop two: Attention to conversion 15:30 – 16:00 – Keynote talk and close |
Who will get value from this event:
- Generalist marketers responsible for building and maintaining their brand’s reputation in their industry
- Specialist marketers responsible for the success of their brand’s PPC and/or Digital Experience strategies.
***Please note – This event is for brand-side marketers only. On this occasion, we are unable to allocate tickets to agencies, students, freelance workers or consultancies. If you do not work for a brand we will, unfortunately, be in touch to cancel your ticket. ***
The Location
Manchester Art Gallery, Mosley St, Manchester M2 3JL. Oxford Station is a 10 min walk from the venue.
For any questions relating to this event, please email jessica.elliott@impressiondigital.com
