Converting Web Visitors into Leads & Sales

Host: Community Renewal Fund

Location: East Midlands Chamber, 8 Experian Way Nottingham NG2 1EP

Cost: FREE


Friday, 27th May 2022 at 9:30am - 4:30pm

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Convert more web visitors into Sales and Leads: Discover the secrets to converting more of your website visitors into customers.

Conversion rate optimisation (CRO) is one of the most underutilised elements of digital marketing, yet probably the most powerful process to make immediate improvements to the return on investment of any website. This workshop shows delegates a range of practical techniques and case studies demonstrating how to convert website visitors into sales or enquiries, so that you can turbo-charge your website into a business-generating machine!

The workshop shows you how to measure conversions accurately, how to use the drivers behind how people make decisions to your advantage, the key elements that visitors look for when choosing a company to buy from and how other websites are successfully using CRO. You will be provided with a range of straightforward methods to help you convert your website visitors into paying customers, whether that is through leads and enquiries or ecommerce sales.

Who should attend this workshop?

The workshop is for any manager or staff member working for or with an SME in the following areas: 

  • Derbyshire Dales and the High Peak
  • Bassetlaw, Mansfield, Newark and Sherwood
  • Nottingham City
  • Leicester City

This workshop is for anyone who is responsible for managing a business website or for digital marketing in their company. It is aimed at beginner to intermediate users.

What will we cover?

  • Ensuring you measure conversions accurately, from contact forms to phone calls.
  • The psychology of conversion – How user behaviours and human psychology contribute to a visitor’s decision making, and how to make use of this.
  • The art of persuasion – Learn how to prompt positive action from website visitors through the use of design, imagery and language.
  • Technical CRO – Technical issues that block conversions but are easily fixed or avoided, from page load speed to security.
  • The principles of testing – Why testing is vital, and the best methods to do it properly using split test and multivariate software such as Google Optimize.
  • Optimising your website for success – How to best optimise your website design and content for a better conversion rate, from layout to copywriting and image choices.

What outcomes can you expect from joining us?

After attending this workshop, you will:

  • Gain an understanding of how visitors typically use websites and the factors that drive them to take action, enabling you to optimise your own site.
  • Take away numerous practical examples of high-performing websites with explanations of why they work well.
  • How to use conversion optimisation software such as Google Optimize to test improvements to your site.
  • Leave with an action plan that prioritises the tasks you need to complete to improve your own website’s conversion rate.

About the speaker

Ian Lockwood is an Online Marketing and Web Design Specialist, who has worked with the Chamber since 2007. He specialises in SEO, PPC, Google Analytics and conversion rate optimisation. During his 20-year career Ian has helped B2B and B2C businesses across all sectors to get the most from their online presence.





This event is part-funded by the UK Government through the UK Community Renewal Fund.

The UK Community Renewal Fund is a UK Government programme for 2021/22. This aims to support people and communities most in need across the UK to pilot programmes and new approaches to prepare for the UK Shared Prosperity Fund. It invests in skills, community and place, local business, and supporting people into employment. For more information, visit here

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