International Search Summit Oslo (4)

The last block of the International Search Summit in Oslo is on its way.

Yet another great case study presented by Pontus Kristiansson, Avail Intelligence: European landscape – Behavioral Merchandising and On Site Optimisation. I asked Pontus earlier what they are doing and, in a nutshell, he explained that they analyse the search behaviour and from that data Avail makes sure that the “product pictures” shown on e-commerce sites are relevant to the user. And, therefore, they increase the conversion rate for their clients.

pontus-avail

Wow, this is great. This goes beyond testing what Divolution spoke about at our International Search Summit in London 2008. So now we cannot only test your site on which frames and boxes convert best for your target audience, you can also determine which pictures in the box that converts best will increase the conversion on top of the design. I hope that makes sense?!

behavioural-targeting

Now, does SEO, PPC, e-commerce etc. work – Andy Atkins-Krueger of WebCertain now speaks about Tracking – An Overview of the importance of synchronised tracking and how search patterns are different in different regions. He also introduces WebCertain’s newest product Global Central, the only tracking tool that compares “apples with apples” for various campaigns in various countries, and shows all those results in ONE screen.

Tracking is still very important to see your visitors journey, your conversion rate, the bounce rate etc. – all your KPIs need to be measured and analysed to ensure you are doing the right thing to rectify any campaigns towards achieving your ROI.

Before the round up, Jørgen Brunborg-Næss of Synlighet speaks about Airline – Tracking challenges and KPI differences in a multinational campaign.

Jørgen has worked with clients such as Norwegian (airline), VG.no (newspaper) and Gooba (auction). His presentation focuses on “Norwegian Air Shuttle” for whom Synlighet manages the PPC campaign. Really, the key summaries are:

– acknowledge that each market has its own characteristics
– build a common campaign structure that allows you to easily transfer learning from one market to another
– measure, report and compare on details

Summarising the event, host John Brenne and Andy Atkins-Krueger round up the well organised and well presented day. Real life case studies on SEO and PPC, international campaigns and tracking. Which factors to consider for international search marketing and ways of converting visitors into customers.

Another great event for the search marketing industry is over. Not long until WebCertain opens its doors for the International Search Marketing Summit focusing on International Social Media Campaigns and Developments in the British Library in London.

Bookmark our site, www.internationalsearchsummit.com, and register today to join our event on the 14th of May 2009 with an incredible early bird price of only £345.

Also, feel free to register for WebCertain’s newsletter Secrets.

I will go to the networking event now, having a glass of vino to round up the day and discuss search marketing issues … before heading back to London shortly.

Have a good weekend everyone.