SearchFest 2013, Portland’s premiere search marketing and social media conference is set for February 22nd at the Governor Hotel. Search and social media experts will ascend on Portland to attend multiple informative learning tracks, workshops and panel sessions designed to provide direct insight into the most up-to-date strategies and technologies. Search and social media are key components in driving users to digital properties, and conversion optimization is critical in determining high ROI in digital marketing. If you plan on attending be sure to use discount code TMMPDX for $50 bucks off registration.
I am fortunate to have had the opportunity to discuss UX, content and conversion optimization with a leading expert on this topic and Director of Account Development at Ion Interactive, Susan Delz. Susan will be presenting at SearchFest in a session titled “UX and Audience” along with Jonathon Coleman of REI and Nathan Isaacs of Seven G Media.
Q: What can attendees expect to learn from you when they attend your presentation at SearchFest?
I’m excited for my session and looking forward to sharing ideas that can help boost attendees content marketing results, while creating great customer experiences. If you make it to the session, you’ll learn how to build engaging customer experiences that move users beyond the first click, and strategies for creating great content that engages your audience and meets your users goals, while growing your brand and gaining loyalty from your users. The best part is great customer experiences typically lead to great conversions and high ROI.
Q: I’ve heard UX defined differently by different people. How do you define UX as it pertains to what you do?
As marketers, when we think about UX or user experience design, it should be that all of the effects and best practices we incorporate serve to meet the users goals, as well as the objectives of the organization. User centered design means producing experiences that are cohesive, predictable and desirable for your intended audience.
Q: Conversion optimization is your specialty. From your experience, how does UX impact conversion optimization?
You could consider UX of your campaign landing pages as creating many different packages for your product or content. If the packaging incorporates a user experience design that speaks to the intended audience in their words, highlights features and benefits that matter to them, meets the expectations you’ve set for them in your ad or messaging, is aesthetically pleasing and easy to convert, your product will fly off the shelf in almost every instance. It’s a fairly simple process. Add in layers of experimentation and agility and you have a high performing conversion optimization program.
Q: How would you define an effective content strategy and quality content?
An effective content strategy starts with quality content. We can define quality content with a bevy of adjectives like unique, valuable, engaging, useful, relevant, well-researched, credible, and so many more. What truly makes it quality is evaluating it through the lens of your users. Is it relevant to your target audience? Does it serve to engage them? Will it be useful to your audience? You can think about your content as the first step in creating a great user experience design.
Q: What impact does the content have in conversion optimization?
In some cases, content could be the reason for conversion. If need has been established before the users comes to you (for example, I know I need Wild Squirrel Sun Flower Seed Almond Butter) then your content simply supports conversion. If your user is new to you, or just learning about you, your content serves to educate, inform, incentivize, and persuade your audience. It supports the relationship you are looking to build with your customers.
Q: How do the roles of content and UX change depending on the delivery environment (landing page, application, mobile, desktop)? Does it?
Delivery environment has an incredible impact on content and UX. Marketers are struggling with delivering strong mobile experiences, and looking to rely on strategies such as responsive design as the answer. Responsive design assumes that users want the same content or experience on a mobile device as they would on their desktop computer. Tom Daly from The Coca-Cola Co. said “If you start talking about HTML5, hybrid apps and responsive design, you start forgetting the consumer experience.” With mobile still in an incredible growth stage, marketers must give their mobile experiences the same strategy and consideration as their traditional digital marketing. There is so much area of opportunity here, and ingenuity.
You can see Susan Delz in action at SearchFest on Friday, February 22nd in Portland at the Governor Hotel. Her session, “UX and Audience,” is scheduled for 1:15pm.
For non SEMpdx members, you can save $50 at registration by using code TMMPDX.
About Susan Delz
Susan Delz is the Director of Account Development at Ion Interactive. Susan leads ion’s account development team and is responsible for putting together customer development and retention programs. Susan brings over 12 years experience working with clients in the online marketing space.
Before joining ion interactive, Susan maintained a small business consultancy focusing on brand development and digital strategies. Prior to that, she was the Public Relations and Investor Relations Manager for Swiss venture capital company, CrossBow Ventures. Susan started her career with Weber-Shandwick in Miami, managing public relations programs for technology companies and financial institutions. She has a long and successful track record helping companies develop and deliver measurable, high-ROI online marketing programs. She speaks regularly at a variety of industry conferences, and has been on the advisory board of the South Florida Interactive Marketing Association for several years.
Susan has a B.S. in Public Relations for the University of Florida, is a world-traveler, and an avid Florida football fan.
Susan can be reached at email@example.com.