Tuesday, June 19 was held the 1 st Conversion Summit, here is what we learned: To innovate and improve, let’s never forget our Nauru Email List fundamentals. A few little “compass” reminders to keep in mind before taking new actions: Stop being egocentric: think customer Your only goal: to make their visitor happy Make it useful and not pretty It’s the content that changes behavior and not the other way around The digital user experience is about paying attention, not attracting attention Stay rational in your ambitions Investing in loyalty remains more profitable than winning new customers Conversion must first and foremost result from improving the customer experience and not the other way around Think about an ecosystem: campaign optimization does not make sense without that of your website

Collecting data is good, giving it meaning is better! Controlling your data without an intermediary is the guarantee of an optimized customer experience Analytics and metrics only have value if they can be turned into actionable insights People, support and communication: principles all too often forgotten Adapting to the maturity of the teams and the specificities of the countries: the key to a successful digital strategy We must change the employee mindset to put the user at the center of practices And for the more adventurous, a few challenges remain: Breaking out of traditional marketing schemes, reinventing customer cohorts and their customer journeys Calculate the feeling and no longer the customer satisfaction

Tuesday, June 19 Was Held The 1 St Conversion Summit, Here Is What We Learned:

Thus digital transformation is a transformation of the model as well as of the value chain which must keep as one objective: to improve the relationship with customers. Mastering the fundamentals of digital marketing: it’s up to you!Why being visible on Google is useless (yes SEO or natural referencing is useless) No, no and no, nothing proves that ensuring the visibility of your site on its search engines, and especially on Google (which nevertheless represents more than 90% of the market share in France) is necessary or even essential to the survival of his online business. Who can actually prove that optimizations of structure, editorial content, and popularity bring visits, conversions and interactions to a site (example: newsletter subscription)? Who can prove that having more than 50% of their


it would be known. SPOILER ALERT! Dear reader, before going any further, we would like to reassure you. Yes this article should be read in the second degree, yes SEO is essential for your visibility on search engines, no the author is not crazy. The elements listed below will allow you to understand the areas for improvement to integrate on your site. If I had to optimize the natural referencing of a site, I would especially not try to improve the structure of the site first, in order to allow Google to identify the exhaustiveness of the contents of the site that it will have to crawl and index. . Structural elements that I would not improve: – Direct access to Google to pages generating traffic and conversion. -Eradication of any form of duplication of content preventing the proper analysis of the site by Google. –

People, Support And Communication: Principles All Too Often Forgotten

Site structure and information architecture clear, precise and in line with the expectations of target users. – Structure of url. – Fast loading time (html code loaded in 200 ms). – Robots.txt and sitemap.xml files correctly filled. – Creation of the Google Search Console account. – Creation of pages generating traffic. – Orientation of the Google crawl towards the “useful” areas of the site (ie the pages generating traffic). – Limit depth levels. The templating elements that I would not improve: – Title tag: Effectively fill the Title tag with the “right” keywords by adding action verbs. – Description Tag: Its quality influences the CTR Click Through Rate. – H1: Content similar / complementary to the Title tag. – Internal links. – Editorial content. – Management of header / footer. – Canonical beacon. –

Alt attributes. – Rel prev rel next tags for pagination management (at list page level). – Purchase tunnel / efficient conversions. If I had to optimize the natural referencing of a site, I would especially not seek to improve in a second step the editorial and semantic development of my site by identifying the key words important for my business and by setting up an editorial planning of all the content to be developed. So here’s what I wouldn’t do: – Set up a long-term editorial strategy (brand content / content marketing mix). – Set up an editorial schedule. – Write for his personas, adding story telling. And not just for engines like in 2005. – Target an article subject and add interesting queries to it. – Mix the various kinds of content according to the personas. – Take into account the rules of writing for the web. – Set up effective and relevant keyword research.

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