Summit US Sessions DM_Web Conversion Optimization in the Age of the Customer

Web Conversion Optimization in the Age of the Customer

Thursday May 7, 2020 | 12:00 PM - 12:20 PM

Speaker(s):  Renee Irion, Rani D. Salehi

Track(s): Account-Based and Demand Marketing, Content Leader

Every B2B buyer is also a B2C consumer, which means buyers’ expectations have increased for a responsive, relevant and meaningful online B2B experience. Web conversion optimization (WCO) is the process of increasing the conversion of Web site visitors from unknown to known by creating environments that attract, engage and qualify targeted visitors. Savvy demand marketers are leveraging web properties to create an interconnected buying experience by activating buying signals and first-party intent data from the website in on-site and off-site interactions.

This session will provide the following benefits:

  • Discover how technology evolution, increased data availability and the online consumer experience have changed users’ expectations of a high-quality website.
  • Learn how to leverage WCO to deliver an interconnected buyer experience through digital and non-digital tactics
  • Understand how to provide multiple paths to connect and convert prospective buyers and drive repeat purchases

May 4–7, 2020 | Live Virtual Experience

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