Another day, another webinar! Today’s presentation was a double-header moderated by Steve Ziemba with Darren Guarnaccia and Adam Mertz. It was very useful to follow the corresponding hashtag on Twitter to see other users’ real-time comments. Here are some highlights on the two topics:

Website Conversion Tips
Habit #2: Find a balance between user experiences and your site goals
How to do this: Make sure your promises measure up to your calls to action. Your users will be happy to get what they want and you can effectively guide users to where you want them to go. Think about how each segment react and how their goals differ. Build credibility – this leads to higher conversion rates.

Habit #4: Learn to listen and listen to your segments and then optimize your message
How to do this: Once you learn to listen,you can  measure your performance by testing each segment. Can’t emphasize testing enough! It’s the key to understanding and improving your campaign!

Social Media Tips

Get ready for a dramatic change! Don’t fear the change and progression with the “social” movement. Marketing used to be a one way disengaged channel but now, you can instantly be where your customers are – social media sites. Social media marketing is quickly becoming a respected and useful tool.

Don’t underestimate the power of social. When peers connect, you can harness that community and increase your website’s success. Word-of-mouth doesn’t just raise awareness, you can see real results. For example, IHG saw a 24% increase in booked nights from an email campaign which encouraged user-generated photos. (Keep in mind the expenses they saved for this campaign!)