Obsessed With SEO & SEM

January 30-31, 2019
San Jose Convention Center

Five questions for conversion rate expert Ayat Shukairy

The marketing game, as we know, has changed forever. Channels to reach the consumer such as SEO, PPC, display and social continue to evolve. Data has evolved with the prevalence of attribution models and third party data. Technology has evolved with the large number of mar-tech technologies available.

But more importantly is that we as consumers have also changed.

So, how do companies win in this new economy?

Conversion rate optimization (CRO) is a great place to start, and if you really want to maximize your ROI and bottom line, you should attend the Advanced Conversion Rate Optimization & A/B Testing workshop taught by well-known CRO expert Ayat Shukairy at SMX West. Read on as Ayat talks about what she’ll be covering and how you’ll be able to put what you learn to use right away.

Who should participate in your workshop?

My workshop is designed for mid- to advanced level marketers and conversion optimizers that may already have a conversion rate optimization and testing program already established in their companies, but want to take it to the next level. While someone who is just starting can benefit, the maximum benefit will be to those who are already familiar with the terminology associated with CRO and A/B testing.

What makes your workshop unique? What will attendees get that they can’t easily find elsewhere?

The process is based on what we have been using with our clients for the past 12 years to reach upwards of 35% increases in conversion rates per year. It’s a process that top brands and mid and small size companies have benefitted from tremendously. Nowhere else can you hear about our unique process. Granted, our process has evolved from year to year and has been optimized itself for maximum improvement. The insights and information the workshop attendees will gain is unmatched.

Describe three actionable takeaways attendees will be able to put to work in their own search marketing campaigns.

  • Understanding the components that will help gather the “why” on websites. While analytics and many tools show us “what,” in this workshop we will dig deeper to figure out ways to extract the why visitors are behaving in certain ways in order to mitigate.
  • Hypothesis creation and precision. CRO is highly scientific, and the hypothesis is at the heart of that. In this session we will explore the ins-and-outs of what makes a good hypothesis and we will discuss statistics surrounding AB testing.
  • Finally, what it means to create an experimentation environment in your organization and how that can lead to great success and eventually bridge the gap between just merely testing to innovation.

What is a search marketing mistake you made that others can learn from?

Putting your eggs in one basket. When it comes to SEM, you simply can not focus your effort on SEO and forget the rest. You have to diversify and find a couple of different ways to generate traffic and leads. Earlier in my career, we focused a lot of our efforts on SEO and grew comfortable with the organic leads. But when Google started changing algorithms left and right, it impacted our lead generation and traffic tremendously. You must diversify and constantly be searching for bigger and better ways to divert targeted traffic to your site.

Time to gaze into your crystal ball and tell us what you see in the future – what does the search marketing landscape look like in five years?

Oh wow. The SEM landscape is dramatically changing from year to year. From 2010 to 2015, Martech tools available to marketers more than doubled, as it did in the past 3 years as well. The space is growing and changing, and what’s most important for all digital marketers out there is stay up to date! Know the changes and the impact they will have on your sites and your work.

Tell us something about yourself that few people know.

Not many people know this but I wanted to be a teacher at a very young age. And I actually went to university for that purpose and even taught for a couple of years after graduation. I loved it at the time, but after having my own children, I felt that I need to diversify so that when it came time teach and be there for my children, I wouldn’t be exhausted after spending a day with other kids. I can say that back in the early 2000s I never saw myself here, and it’s a great feeling.

Thanks Ayat!

Don’t miss out on this exciting opportunity to learn from one of the most experienced pros in the industry! Read more about Advanced Conversion Rate Optimization & A/B Testing at SMX West, and register today!

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