Oli Gardner is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. In his WistiaFest talk, Oli makes some predictions for the future of conversion automation and offers some immediate actions we can take until the robots catch up.
Conversion Automation is an optimization decision engine based on a combination of machine learning and a conversion equation. Marketing automation sends reactive responses to people, and conversion automation sets targeted, relevant, and proactive triggers for people in the right formats at the right place and time.
Conversion Automation is also a process consisting of establishing your conversion hierarchy, automating site analysis, discovering conversion opportunities, creating your conversion opportunity map, defining conversion automation Calls to Action, and applying the conversion equation to mazimize your opportunities.
In the conversion equation, clarity is the most important input — if you can’t communicate, you can’t sell. Clarity has its own equation, which includes distraction, expectation, readability, visual identification, immediacy, specificity, and hyperbole. Clarity problems aren’t limited to your website. Garner gives 23 principles for Attention Driven Design you can use to gain a business advantage through design conversion.
For video, there are 13 factors involved in crafting epic video experiences: placement, size, sharing, thumbnails, turnstile position, annotations, length, caption, subtitles, controls, autoplay, related videos, CTAs, and embedding. Additionally, Gardner notes email, banners, and even popups have a potential to delight customers. Every conversion opportunity is unique, and we should continue to build our value systems into machine learning.
Watch Gardner’s presentation to learn all about conversion automation for the future of marketing.