The best brand experience your Web visitors can have is to satisfy their need for information, validation or entertainment. How can you optimize your Web site to create such a place? When your Web site becomes a helpful service all of your marketing efforts become more cost effective. Come ready to plan a Web site that converts traffic to leads and sales.

Saturday, October 9
Part I: Your Visitors: Killing Brad Pitt
10:00 A.M. – 12:30 P.M.
When we consider a major change to our Web presence, we usually start with the visitors. However, we tend to take our favorite stories, our most interesting demographics, and our most desirable customers and roll them into a single vision; a vision of a person that doesn’t exist. Profiling allows us to target the real people visiting our sites and builds consensus on who is important to the business.
Takeaways:
1. Understand how persona profiles are different from segments.
2. Learn how to create specific personas that provide wide appeal.
3. Identify the strategies that will engage and convert each profile.
Exercise:
Develop your first profile.