The amazing thing about Integrated Live is that there really are so many amazing people giving the best advice out there in the marketing world. Even as someone working on the event, I spend my days in the run-up looking at which presentations I really want to see. I can't imagine what it's like for you!
That's why we're spending the next few weeks doing quickfire interviews with as many of the speakers as we can to give you a little insight into who they are, what they do and what they're going to be talking about at Integrated Live.
The next speaker is Ayat Shukairy, co-founder of Invesp.
What area of marketing do you specialise in?
Specifically conversion rate optimisation. I’m in the business of making clients and their visitors fall in love with their website. I've actually written the book on amazon.com best-selling book on the topic: Conversion Optimisation: The Art and science of converting prospects into customer.
How long have you been with the company?
We founded Invesp 11 years ago and Figpii is just around a year old now.
How long have you been in marketing?
I’ve been doing marketing for the past 11 years, I was a writer and educator before that.
Why do you do what you do?
I love researching and understanding online visitor behavior. Drilling deep into quantitative data and quantitative analytics and studying consumer behavior, and then taking your findings and validating them through AB testing is very rewarding. Applying those findings into marketing insights and better site designs has helped us produce an average increase of 65% in overall site conversion rates.
Which marketing platform do you use the most? (Don't say your own!)
For any given marketing activity there are corresponding platforms that we love and use. For influencer marketing and content marketing we use BuzzSumo. For Understanding our search engine rankings we use Serpfox. For analytics data we love using and manipulating google analytics. For AB testing we use Figpii, our tool.
If you could only use one marketing platform for the rest of your life, what would it be? (Nope, you can't say your own this time, either!)
That’s really a tough question. I’ll have to say Google Analytics because of the breadth of data and the ability to manipulate it to understand the website and website visitor.
What is your favourite thing about marketing?
There are so many ways to reach your customer. Marketing through the many sources and mediums makes it more exciting and allows you to push limits with creativity. Engaging visitors is more difficult than ever, so that success at the end of a campaign makes it all the more rewarding.
Is content still king?
Content is king, but a king without his kingdom doesn’t amount to much. There is so much emphasis on content, however, actually making sure it reaches those you want it to reach and measuring the effectiveness of a content marketing campaign have fallen short.
In a sentence, what's your presentation about?
I’m going to bring real life case studies and discuss the pillars to launching and maintaining a successful conversion rate optimisation campaign.
You can find Ayat's presentation on improving conversion rates in the Engagement & Experiential Theatre at 3pm at Integrated Live on 17 November, but you'll have to register for your free ticket first:
By Jonathan Davies, editor, Digital Marketing Magazine
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