eCommerce/Lead Gen Roundtable: Lance Loveday, CEO, Closed Loop Marketing, led this roundtable and gathered the following key takeaways from the group:
1. Customer Sat Surveys - Everyone should
implement at least a basic customer satisfaction survey (like 4Q) to baseline and monitor customer satisfaction and enable at least one direct customer feedback mechanism. 2. Integrate Data Silos -
It's getting increasingly important that data silos open up to enable intelligent marketing across the customer lifecycle 3. Think Beyond the Site - While critical, it's important to remember that
the web is only one of many touchpoints. The web UE strategy needs to integrate with offline UE/marketing strategy. 4. Usability Testing - DO IT! (Gord and I pushed for this one)
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Brand Advertiser Roundtable: Rob Garner, Search Strategy Director, iCrossing, led this roundtable. Key takeaways:
1. Look at usability,
behavioral aspects prior to finalizing design, or launch. 2. Use prior search performance knowledge to inform redesign or landing pages 3. Be as relevant to the query as possible - try to mirror
search intent to the natural optimized or PPC-targeted keyword or phrase. 4. Build in the ability to test and change post-site launch, in terms of both technical capability, and process.
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Ad Supported Media/ Portal: Frank Lee, VP, SEM, The Search Agency, led this roundtable. Key takeaways:
1. Landing page testing to
engage an audience and increase page views is fundamentally different than optimizing a check out path or lead form. 2. This category could do a lot more site testing to improve the user experience.
3. Integration with the tech team early is critical before the new site is finalized.