2017 Engage Mini-Interview: Mona Elesseily
Mona Elesseily will be speaking on CRO at the Engage Conference, which will take place March 9, 2017 in Portland. For more information, or to purchase tickets, please click here.
1) Please give us your background and let us know what you do for a living.
I studied online marketing at the University of British Columbia. I’m the VP of Online Marketing Strategy at Page Zero Media and I specialize in online marketing strategy, paid search & conversion rate optimization (CRO). I’ve been with Page Zero Media for 13 years and still love my super smart colleagues and the exciting online marketing action I see everyday.
2) I know I should test my landing pages and ads but I don’t know how to go about doing so. Please give me some basics.
I have lots of landing page tips! It’s important to test elements like page headlines, USPs, feature & benefit statements, wording and credibility indicators like big customer names, “as seen on X”, etc. It’s even more important to run tests that will have have an impact on your bottom line. Testing colors on a page or in an ad will not have as big an impact as say testing a USP or a key feature. Knowing where to start your testing and how to iterate testing is key. I’ll cover many such tips in my Engage Conference session.
3) At what point should a business use a CRO tool and what choices do you recommend?
Third party tools are not always necessary. For example, in Google AdWords, you can use “drafts & experiments” to run tests. It’s free and allows advertisers to test variations (ads, landing pages, bids, etc) and run specific tests on a certain percentage of your audience (say 50%). It’s more important to focus on the best testing elements than to focus on choosing the absolute best testing tool.
