With the UK’s average e-commerce conversion rate hovering around 2.5% to 3.5%, securing every conversion during the competitive peak season is crucial.
This event is a must for senior brand-side marketers looking to sharpen their strategy for the busiest time of year.
Our experts will show you how to use data to improve your online presence and increase sales. We’ll cover three key areas: using Google Ads to make sure your adverts appear at the top of search results, Conversion Rate Optimisation to turn website visitors into paying customers, and Google Search to boost your visibility and attract more people to your site. Join us to learn how to stand out from the competition and maximise your profits this peak season.
Learn how to:
- Drive ad performance with deep customer insight: Learn how to move beyond basic targeting to truly understand your audience, pinpoint high-value customer segments, and ensure your paid media spend is working as hard as possible.
- Leverage psychology and experimentation: Uncover the behavioural science behind peak season purchasing. We’ll show you how to use rational and emotional sales techniques, lean into cultural trends, and maintain a crucial testing mindset even when things get hectic.
- Master the Google-powered business plan: Our guest speaker, Joe Harulow, will share a fascinating case study on how he used performance marketing principles to build his e-commerce brand, Pieceful, and sold out of his stock. This talk is a testament to the power of a data-led approach in today’s market.
Who will get value from this event:
- Senior Marketers: Marketing Directors, Heads of Marketing, and other senior leaders who are responsible for overall strategy and budget. They will gain insights into how to build a robust, data-backed plan for the peak season and justify their ad spend with measurable results.
- Mid-weight Marketers: Marketing Managers and Performance Marketing Specialists who are hands-on with campaign execution. They will benefit from practical, actionable takeaways on customer segmentation, experimentation, and leveraging Google Search to maximise campaign efficiency
- E-Commerce marketers looking to drive growth from Black Friday and Peak Season sales. Ideal for those in; Retail, Fast-Moving Consumer Goods (FMCG), Consumer Electronics, Home & Garden, Toys & Games, Beauty & Skincare, B2C businesses, Fashion & Accessories B2C.
Talk one: Driving ad performance with deep customer insight
Dave Alexander, Senior Paid Media Strategist
Learn how to:
- Gain a deep grasp of your customer base
- Pinpoint high-performing customer segments
- Maximise your ad spend’s impact and efficiency
Talk two: Leveraging psychology and experimentation during the peak season
Mike Weir, Head of Behavioural Science
Learn how to:
- Leverage rational and emotional sales techniques
- Lean into the cultural expectations
- Avoid neglecting experimentation
Impression Speakers
Senior Paid Media Strategist
Dave is a Senior Paid Media Strategist with over 7 years of agency-side and in-house experience in sports and other industries. He specialises in using data to improve client performance and targeting. His diverse background allows him to create unique strategies that link online and offline methods.
Head of Behavioural Science
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.
Guest Speaker
Founder of Sprint Creative &
Co-founder of Pieceful
How Google replaced my business plan (and sold our stock out)
Joe recently launched an e-commerce brand, Pieceful, which was created to sell beautiful modern jigsaws, encouraging people to take a break from their screens. In his talk, Joe will discuss the core performance marketing principles that drove the brand’s success and ultimately led to a complete sell-out of their stock.
The Agenda:
| 17:30 – 18:00: Networking & Welcome 18:00 – 18:20: Talk one – Driving ad performance with deep customer insight 18:20 – 18:40: Talk two – Leveraging psychology and experimentation during the peak season 18:40 – 19:00: Guest Speaker – How Google replaced my business plan (and sold our stock out) 19:00 – 19:20: Q&A 19:20 – 20:00: Close & Networking |
The Location
Colony, One Silk Street, Ancoats, Manchester M4 6LZ
Manchester Piccadilly Station is a 18 min walk from the venue
For any questions relating to this event, please email jessica.elliott@impressiondigital.com
