I just got back from my favorite marketing conference of the year. Unbounce’s Call To Action Conference, which takes place in Vancouver, Canada.
This was the third time I’ve attended, and it has consistently gotten better with each visit.
Call To Action Conference is meant to highlight what is new in the rapidly changing marketing landscape. While it’s put on by a company that creates landing page and popup software, the topics covered span from social media to SEO, and everything in between.
Oh, and it’s a single-track event, meaning you never have to wonder if you selected the best session to attend.
In this article, I highlight my top five Call To Action Conference takeaways, in a manner that is actionable for you to start implementing this advice right away.
So let’s get right to it!
1. The future of optimization is artificial intelligence
Without a doubt, one of the biggest trends from the last two #CTAConf events has been the convergence of machine learning, artificial intelligence, and conversion optimization.
This year, Unbounce made it perfectly clear that this is where the industry is headed.
— Nicholas Scalice (@nscalice) August 29, 2018
From using machine learning to choose which tests to run, to providing tips for what to optimize, the robots are coming! 🤖
But don’t worry, you’re not going to get replaced by a computer. There’s still plenty of work for us humans to do as we select which tools to leverage.
This point was best captured by Fernando Nikolic on Twitter:
@schmidtdisturbr, gotta give it up to you. AI is all about taking creativity back and making ourselves, the marketers, the system operators of the AI we select to use. Your talk resonated with me on all levels. Thanks! #CTAConf
— Fernando Nikolic (@fernikolic) August 29, 2018
And artificial intelligence won’t just help us optimize our landing pages. It’ll help us run better ad campaigns too.
In fact, one of the sponsors of #CTAConf was a company called AdHawk. Their product called AdHawk Assistant uses machine learning to help you make smarter ad buying decisions.
Simply link your Google Ads and Facebook Ad accounts with AdHawk and sit back as it analyzes the trends in your data that are most impacting performance. Pretty cool, right?!
2. Get more user feedback to get more conversions
Multiple speakers brought up the topic of user feedback. We’re talking about small scale one-on-one user interviews (#notfocusgroups), meant to get inside the minds of your ideal audience.
One stat thrown out was that you can get 80% of feedback from just a five-person cohort. You don’t need huge groups to make this work!
This is why personal user testing is great for low traffic sites. A/B testing is not the only tool you have at your disposal.
Just make sure you’re following these simple rules when conducting user testing sessions:
User testing tips: Be a kick-ass moderator.
Look for the hard feedback, be neutral, scientific &a great guide. Transferring your own bias to your audience will cloud the data. Take the back seat when it comes to speaking. – @Els_Aerts #ctaconf
— Unbounce (@unbounce) August 29, 2018
3. Find the missing stat, create content, and rank for it
Andy Crestodina always delivers, and this year was no different.
One of the main takeaways from his presentation was that there are still gaps in Google’s knowledge, and if you can fill those gaps, you can get your content ranked on page one.
Lauren Burgoni outlines it perfectly in this tweet:
— Lauren Burgoni (@LaurenBurgoni) August 29, 2018
So, what can you create content around that people are searching for, yet lacks research and evidence? Who knows, this might even help you rank your content as one of Google’s featured snippets.
4. Pay-per-response surveys can help you write better copy
One of my favorite conversion copywriters, Momoko Price dropped knowledge bombs with her presentation on helping you write better copy.
Her magic formula? Use pay-per-response surveys to ask questions and get answers from your ideal audience. Then use that info in your copy. Boom. 💥
Or use this method as a sanity-check against the copy you already have, as shared here by Julia:
— It rhymes with eyes. (@JuliaVyse) August 29, 2018
It sounds so simple, yet it can really make a difference in your writing, since you’ll get to the heart of what your clients and customers really want, in their own words!
5. Use sentiment analysis to increase close rates
First of all, what the heck is sentiment analysis? Andrew describes it as “a field of study that attempts to determine the positive or negative emotions in a piece of text or speech.”
Before we get to the sentiment analysis part, I was also pleasantly surprised by this stat that Andrew shared:
— Nicholas Scalice (@nscalice) August 28, 2018
Okay, back to the robots 🤖…
In a nutshell, if you’re running campaigns that generate a fair number of phone calls, record those calls (with permission of course), convert the audio to text, and then run it though a tool such as Google Cloud Natural Language to determine the sentiment of each call.
The data you get back can help you make important business decisions, such as: how does time of day influence caller sentiment, which combinations of phrases yield higher or lower sentiment scores, do different customer segments have different experiences, and much more.
See you next year, Vancouver
Well, those are all of the takeaways I have for you from Call To Action Conference 2018.
I must say though, if you’re on the fence about attending in 2019, JUST DO IT! You will not be dissapointed.
This year was especially unique, because I was honored to be able to present my own workshop at the Unbounce HQ the day before the conference started.
My talk was all about landing page audits. The video will be shared here as soon as it’s ready.
And on top of all the awesome speakers, sponsors, and networking opportunities, the city of Vancouver is just a stunning place to host a conference. They even have this historic tank on display, appropriately named “Boss.”
Lastly, this trip to #CTAConf wouldn’t have been possible without the help of Unbounce’s awesome Community Strategist and fearless leader of the Unbounce Experts program, Jess Burnham. She’s in the red shirt below. Thank you!
Thanks for reading! If you have any questions about the takeaways mentioned above, please tweet me. And I hope to see some of you there next year!
Nicholas is a growth marketing consultant and the founder of Earnworthy and Landing Page School. He specializes in landing page design, testing, and optimization.