9:00a.m. - 9:30a.m.   Web Design for ROI – A Novel Concept
Billions of dollars in spending decisions are influenced by web sites. So why aren’t businesses laser-focused on designing sites to maximize their ROI? Web design can do more than make a site look good – it can be a powerful strategic weapon that enhances financial returns and creates competitive advantage. In this interactive workshop, you will learn the strategic and practical guidelines for improving web site effectiveness. For those who take site design and conversion optimization seriously, the payoff can be huge.
In this section you will learn:
• The role of web design in online persuasion & selling success
• The impact that creative design elements such as color, image quality, and copy can have on your site’s conversion rate

9:30 a.m. - 10:30 a.m.   New Approach to Web Design: Why Your Opinions Are Costing You Money
Could you double your web site’s conversion rate? The evidence shows that most site owners can, but they either don’t know how or think it’s beyond their ability. So how can you design your website to achieve its full potential? To start, it requires a deep understanding of your audience and how they use the Web. It also requires treating your web site as seriously as any other business platform.
In this section you will learn:
• How to model outcomes and project the ROI of testing and optimizing different areas of a site
• Real world examples of the business impact of redesign (with before/after designs)

10:30 a.m. - 11:00a.m.   Less Data, More Intelligence – Tools & Methods That Work
Gathering web site intelligence is both an art and a science unique to each organization, and can be quite challenging and confusing. But it’s critical to the success of any web site. Managers need to ensure they get it right or risk making decisions based on bad information. Fortunately, there are intelligence-gathering tools such as web analytics, usability testing, and click tracking that can be invaluable guides to identifying site problems and increasing your site’s effectiveness.
In this section you will learn how to:
• Use web analytics to pinpoint problem areas of any web site
• Measure the metrics that matter
• Uncover crucial information about your audience and your site with usability testing
• Choose and use the right tools for your site’s intelligence needs
• Know when you’re ready to stop gathering and start testing

11:00am - 12:00pm   Rockin’ Your Landing Pages: Strategy & Design Best Practices
Disappointed by the high cost and low return on your online marketing and advertising? Spending a ton of money on paid search, email, or banner ad campaigns, but not getting the sales or leads you expected? Don't give up yet! It's time for a conversion-optimized landing page - a highly focused web page or group of pages designed to greet your visitors, communicate your brand and credibility, and guide visitors smoothly into the sales or registration funnel. In this practical section, you will see real-world examples and receive actionable recommendations to improve the performance of your landing pages.
In this section you will learn:
• How the design of a landing page can have a dramatic effect on ROI
• Factors that heavily influence the success of a landing page
• Visitor questions to ensure you’re answering
• Design pitfalls to avoid

1:00p.m. - 1:45p.m.   Take the Heck Out of Your Checkout – Checkout Process Optimization
So much effort goes into tweaking every element of your home page. But when was the last time you obsessed about the design of your checkout process? Simple design tweaks can improve checkout completions by 20-50% or more. We’ll review the latest cart design best practices, including before/after case studies.
Topics will include:
• Button design, size, placement, labeling – Seemingly mundane, highly effective
• Registration – Require it or not?
• Error handling – Graceful or perplexing?
• Cringe words – What they are and how to avoid them
• Single-page checkout – Does it really work?

1:45p.m. - 2:30p.m.   Site Testing & Optimization: The New Secret Weapon
You can make a lot of progress by applying design best practices, but at some point you’ll want to validate your assumptions by testing different design options. Through case studies, explore the different methods of design and usability testing and learn to design your site so you can cater to your users effectively and efficiently. There are now plenty of tools that will help. We’ll show you how to choose the right testing tools for your site and how to get the most mileage out of them.
In this section you will learn:
• The various testing tools available today – and the ones we like best
• The different types of tests and what they are
• When and how to use each testing option
• Testing strategy: how to prioritize, plan and execute the tests
• Case studies from actual tests

2:30p.m. - 3:15p.m.   Live Reviews, Q&A
If time allows, attendees can submit their websites for a live critique, where recommendations based on the principles discussed earlier in the day will be provided. Also, questions on any topic covered during the workshop can be further discussed.

9:00a.m. – 9:30 a.m.   Learning the Core Principals of Building a Winning Catalog
No matter what business you are in or what audiences you are trying to reach, well performing catalogs have one thing in common: they are built on rock solid marketing premises. If you are weak on any of these tenets, your catalog sales will suffer. We’ll show you how to do the necessary work to get your catalog on solid ground. 
Key Take-Aways:
• Leveraging your brand attributes
• Differentiating yourself from the competition
• Adopting a team approach to selling to achieve your goals

9:30 a.m. – 10:15 a.m.   Pagination: The Blueprint For Success
Pagination is one-half art and one-half science. While every item in your catalog should ideally earn its space, how it earns it warrants more consideration than many creative departments give it. The bottom line is that paginating effectively has significant impact on your branding, your catalog’s interest and its sales potential. Do it well and your catalog sales will soar. Do it poorly and you are leaving money on the table.
Key Take-Aways:
• A holistic view of pagination
• The magic of space allocation
• Looking for the stories within your catalog
• Giving your creative team the space they need to succeed
• Laying the foundation for ease of shopping

10:15 a.m. – 10:30 a.m.   Break

10:30 a.m. – 11:15 a.m.   The Lost Art Of Selling
The number of catalogs that have not leveraged their selling power is staggering. The miscues range from epic to seemingly small, yet all of them can be attributed to poor communication. We’ll show you how to make every spread sell as hard as possible and how to avoid those mistakes that are costing you thousands of dollars.
Key Take-Aways:
• Producing easy to shop spreads and copy blocks
• Writing benefit driven, hard selling copy
• The importance of the art/copy relationship
• Weeding out the confusion that kills sales

11:15 a.m. – 12:00 p.m.   Money Saving Strategies That Don’t Sacrifice Quality
Saving money and producing great catalogs don’t need to be (and In fact shouldn’t) be mutually exclusive goals. Learn how adopting a team approach and a “work smarter” attitude can yield significant savings, while still enabling you to mail a very profitable catalog.
Key Take-Aways:
• Reducing photography costs without sacrificing quality
• Streamlining the production process
• Negotiating smarter print and paper contracts

12:00 p.m. – 1:00 p.m.   Lunch

1:00 p.m. – 1:45 p.m.   Test for Success
Are your messages resonating with your customers? Are you considering launching a new product category? Are you sure your customers will respond to special promotions the way you intended? There’s only one way to know for sure: test, test, test. We’ll show you how to test effectively and how to read the results, so you can roll out promotions and sell with confidence.

1:45 p.m. – 2:00 p.m.   Break

2:00 p.m. – 3:00 p.m.   Exercise: Using What You Have Learned
We will distribute a workbook based on everything we've presented, so that you can apply what you have learned today to your own catalog process and creative efforts. The workbook will become a valuable tool for improving your catalogs going forward.

3:00 p.m. – 3:15 p.m.   Wrap Up and Q & A