We're really, really excited to have you here. And I'm actually going to go ahead and start by introducing myself. So my name is Madelyn Newman and I'm Product Marketing Manager at CallRail. I've been here for about two years, started as a Customer Success Manager, talking to many marketers who use CallRail today, and now part of our marketing team. And today joins me my colleague, David Schroeder. [David] Hi everyone. Thank you very much for joining us. Impressive. So, David manages all of our conversion rate optimization programs here at CallRail. So he's going to talk a lot today, but we're really glad you're all here. So to start, I'm going to talk a bit about housekeeping. All telephone lines are cut, unfortunately we cannot hear you. But there is of course a chat box, so feel free at any time during the webinar to ask a question whenever it comes to mind. Interview Notes and Agenda for the Day I will be watching and responding to them throughout the webinar. And then of course, at the end, David is also going to answer for everyone so you can all learn. And then in terms of an afterthought, this webinar is being recorded, so we're going to go ahead and we'll absolutely email you the recording of the webinar, along with a few things.
We'll also be posting this webinar on our website if you'd like to stay tuned. We also have other great webinars when it comes to PPC, SEO, and Facebook marketing, so be sure to check them out if you have time. But we will certainly follow up on the recording and slides, so if you miss something or want to share it with one of your colleagues, don't worry. Alright, so let's go ahead and start with what we're going to talk about today. - Great thanks a lot. So just to start, my name is David Schroeder. A little about me, I came straight out of college and went straight to graduate school at NYU, I have an MFA, I finished in 2008. And that finally got me brought to work in the film and video production world. Eventually, I got a full-time job with an international disaster relief organization as a video producer. So I gained a lot of experience in video production as well as content and content strategy. And it was around this time that I really started getting into the world of analytics and conversion rate optimization. So I really started thinking, you know, what type of video or what type of content really drives action? And that led me to pursue a Master of Science in Integrated Marketing at Northwestern University, which I completed about a year ago. And since then, I've been with CallRail since November as a conversion optimization manager. So let's go, a couple of things, you know, conversion rate optimization is one of my favorite topics, obviously, and that's because it combines a lot of different things.
It combines data, analytics, statistical modeling, design, messaging, persuasion marketing, customer journeys, and it brings all of that art and science to this beautiful intersection right there in this single discipline. So many people think that conversion rate optimization is running A/B tests on different button colors. And we all know of examples of someone, for example, changing their pimple from red to green and seeing a 231% increase. But I encourage you to disabuse yourself of this notion. So we're going to touch on a number of things today. Agenda What is Conversion Rate Optimization? How can I establish a culture of experimentation in my company or agency? How does CallRail bring experimentation to non-digital channels? What's on the program? We are going to cover, what is and what is not conversion optimization? What does an optimization program look like in your organization? What are some of the tools out there? Now we're going to touch on a few specific topics, like branding, SEO, personalization, AI, and the future. And then we're going to get into some very specific examples of how you can do this type of testing in your campaigns or organization, how you can test offline experiences, and how you can use CallRail in those experiences. So let's enter