Every marketing conference makes bold claims about how great it is and how "You don't want to miss this!" Yet, most fail to deliver on that promise.
It's become all too common to spend thousands of dollars on speakers who give the same sweeping generalizations ("Know who your customer is and solve their problem!") or unhelpful recommendations most of us already know ("You should have an email list").
The Converted conference, on the other hand, was a stark departure from the above stereotype. Put on by software company LeadPages, and boasting an A-list conversion marketer lineup, insanely actionable advice, and advanced content, Converted 2017 is the conference you actually will be sorry you missed.
Here's what stood out and why it's where you'll want to be next year if you care at all about conversion marketing.
Highly actionable advanced material
LeadPages Founder, Clay Collins, kicked things off on Tuesday warning the audience that this wasn't going to be an inspirational conference, but rather a tactical one. He did not disappoint. (He was also wrong. It was very inspirational.)
Each speaker arrived on stage armed with a case study from their own business, specific numbers, and lots of data. Rumor had it that conference organizers mandated those deliverables and thank goodness because it made the speeches live up to their titles.
To give you a small taste of the content: Brennan Dunn showed us how he got a 250% lift in opt-ins from personalizing CTAs and landing pages (not a typo: Two hundred and fifty percent). Joanna Wiebe shared how "leading with the problem" in your sales page copy can lift conversions 48%. Will Hamilton shared his strategy for generating $40k in a single email (not part of a sequence). And Nate Grahek revealed how he quadrupled his customer's course completion rate with personalized automation (seriously).
It was impossible to walk away without something you could immediately implement in your own business.
Awesomely nerdy CRO attendees
If you didn't know CRO meant "conversion rate optimization," this conference isn't for you. For those of you that did, I highly recommend you attend this event next year and hobnob with fellow direct response nerds, automation geeks, and online business owners who get all your inside jokes.
My personal favorite was when one speaker made a jab at Tai Lopez's insufferable YouTube ads and the crowd roared with laughter since we've all been stalked around the internet by him and those Lamborghinis. Where else can you find a crowd IRL that gets that reference?
The other awesomely nerdy part was that the speakers elected to stay and be part of the audience. They were taking notes and asking questions too (which tells you how strong the content was).
It wasn't spammy
"Don't be creepy" was the speaker mantra of this event. There was a heavy emphasis on email, automation, personalization, and messaging, but none of it was recommended under the guise of "duping" customers or making a quick sale.
Nearly every speaker insisted that the human element is why these tactics work and if you ignore that part, it won't work. To quote Andy Fossett of GMB Fitness, "Don't automate the interaction out of the relationship...We go to great lengths to let people know we respect them." This sentiment was echoed throughout nearly every presentation.
Pat Flynn from Smart Passive Income said it best, "Numbers are people too."
This conference felt like discovering your favorite band right before they get signed and become mainstream. There were no breakout sessions, it was small and intimate, and nothing was basic. If you want to step up your conversion marketing game, this is the conference to be at.
Margo Aaron writes about entrepreneurship, marketing, and psychology at That Seems Important.