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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.

Today's interview is with Ryan Webb, CRO director at SearchStar.

What area of marketing do you specialise in?

My team specialise in Conversion Rate Optimisation; SearchStar specialises more widely in digital marketing.

How long have you been with the company?

Two years.

How long have you been in marketing?

18 years.

Why do you do what you do?

While working in traditional direct marketing I quickly saw that the digital marketing landscape was more dynamic and measurable. So you can easily see the impact of your work, plus every day is different.

Which marketing platform do you use the most? (and it can't be your own!)

Very easy…. Has to be Google Analytics. Incredibly powerful web analytics tool that is completely free!

If you could only use one marketing platform for the rest of your life, what would it be? (No, it can't be your own this time, either)

Instead of just saying Google Analytics again… how about A/B testing tools instead. VWO or Optimizely. Great tools that allow you to take the insight from Analytics and test the impact of changes on your website. Essential for improving website effectiveness.

What is your favourite thing about marketing?

Control, test and learn. I loved learning the approach when starting out in traditional direct marketing; now love applying the same principles to digital marketing where you can measure the impact much more reliably.

Is content still king?

This phrase is a soundbite that won’t go away; I certainly wouldn’t build a marketing strategy around it. I think there are more important strategic approaches you need to underpin your planning, which will inevitably include content as a part of the solution.

I think a better soundbite to always go back to is “get the right message in front of the right person at the right time”. Google, Twitter, Facebook etc. agree with me because they are all currently talking about “moments that matter”…. it’s the same thing. The language might have evolved, but the principal hasn’t. It’s just that in Digital Marketing we have some incredibly powerful targeting, optimisation and tracking tools that allow us to do this more and more effectively.

In a sentence, what's your presentation about?

How my team deliver great Conversion Rate Optimisation projects, plus I’m going to share the top five website changes we’ve seen that have driven the biggest impact on conversion rate.

You can find Ryan's presentation on delivering conversion rate optimisation in the Engagement & Experiential Theatre at 4:30pm at Integrated Live on 17 November, but you'll have to register for your free ticket first:

Eventbrite - Integrated Live

Originally posted on Digital Marketing Magazine