SIPA’s Best Practices Conference on Website Optimization: Increase Your Traffic, Customer Engagement and Sales

October 19, 2017 • Atlanta, GA

Best Practices Series

Discover proven techniques publishers and content providers are using to attract more prospects, generate more leads and boost transactions.

Your website is the hub of your publishing operation—from dispensing paid and unpaid content to capturing names and addresses and moving products. Yet when was the last time you matched the latest proven strategies for increasing website productivity and profitability with your own current practices?

Learn how best-in-class publishers dramatically multiply the effectiveness of their websites by increasing focus, seductive power, stickiness, usability and sales prowess.



See what your colleagues are saying about SIPA's Best Practices Series:

“Great experience with an intelligent and experienced group - I'll be back!” – Henry Hotkowski, Marketing Manager, HR & Compensation Markets, Business and Legal Resources (BLR)

“Great speakers, great value. It's always helpful to network with your peers to learn what I'm doing wrong and occasionally right!” – Adam Goldstein, Publisher, Business Management Daily

“SIPA is truly a community of folks that come together in the spirit of sharing, learning, growing fellow members’ businesses. I always leave with actionable tips that my team can implement upon my return to the office - which gives our team instant ROI!” – Christina Karabetsos, Executive Vice President, QCSS, Inc.

"SIPA conferences are always inspiring and educational with real-life in the trenches advice from a variety of dynamic people." – Judy Doherty, Publisher, Food and Health Communications


6:30 P.M. - 9:00 P.M.

Dutch Treat Networking Dinner

Sign up for this fun, low-key networking dinner that's always a hit with attendees. After the welcome reception, we'll walk to a nearby restaurant to enjoy great food and conversation.

Separate checks will be provided. Sign up during the registration process or RSVP to


8:00 A.M. - 8:45 A.M.

Registration and Networking Breakfast

8:45 A.M. - 9:00 A.M.

Welcome & Opening Remarks

9:00 A.M. - 9:30 A.M.

Disruptive Website Strategy: This Isn't Your Grandfather's Home Page

Take a tour of the most progressive websites in our industry, with an emphasis on progressive new techniques—in design, traffic, conversions and sales—that are breaking new ground and new performance records. Discover also the problems these content publishers were trying to solve, as well as strategies and technologies they used to take their websites to the forefront of web development.

9:35 A.M. - 10:05 A.M.

Solving the Technology Puzzle: Build or Buy? How to Power Your Website-Simply and Economically

You know your website is falling slowly out of date, and you’re sacrificing performance—and revenue—because of it. Should you embark on a heroic effort to build a new platform and environment from scratch based on open-source software—which will give you the ultimate customized solution (at a cost almost impossible to estimate in advance)? Or should you work with one of the handful of “ready-made” content website solutions, using a vendor with a large installed base, lots of experience, (more-or-less) predictable costs—and become captive to an inflexible architecture and years and years of (seemingly) unending service fees? Learn how one publisher wrestled this conundrum to the ground . . . and how it turned out.

10:10 A.M. - 10:55 A.M.

Lead-Generation Best Practices: What to Offer and How to Convert

When designing their websites, most content companies focus first on creating a presentation for their products and second on functionality and third on their look and feel. But most web gurus tell us our first priority should be to attract visitors and our second should be to offer content that helps capture names and email addresses—then nurture relationships with those conversions to transform them intobona fidesales leads. Learn what two disparate publishers are doing to dramatically increase conversions and leads.

10:55 A.M. - 11:25 A.M.

Networking Break

11:25 A.M. - 12:10 P.M.

Promoting Website Traffic: New Tools and Techniques for Attracting More Visitors

No one will use rapid conversion landing page and give you their email addresses or use your online story to buy your products if they don’t visit your website. What techniques are working best—most effectively and cost-efficiently—to drive traffic to your website? This session will help you evaluate the practicality and efficacy of press releases, organic search (SEO), blogs and Google Ad Words, among others . . . then put them to work.

12:10 P.M. - 1:10 P.M.

Networking Lunch

1:10 P.M. - 1:55 P.M.

Advanced Content Strategies for Websites: How to Deliver Paid and Unpaid Content to Please Customers and Visitors

Most publishers are awash in content, but aren’t sure of how to distribute it as profitably as possible. What should you offer for free—and what should you demand in return, if anything? For which content should you demand payment—and how should you dispense that content (e.g., PDF, online access with no possession, subscription vs. one-shots?) Learn how to sort through your opportunities and options, then apply proven strategies that give you a clear path forward, to say nothing of a more effective sales funnel.

2:00 P.M. - 2:45 P.M.

Secrets of Website Usability: What We Know About Visitor Psychology, Eye Patterns and Paving the Way to a Sale

There’s so much to consider when you’re designing and maintaining a website—who has time to think about studies into user interfaces—which colors work best, which buttons and nav bar placement? Who can keep track of the latest eye movement studies and the flood of emotions that govern our feelings and behavior as we scan a web page? This session will give you a quick, practical update on the science of website design and help you make easy changes to your site in order to improve visitor engagement, time spent and actions taken.

2:45 P.M. - 3:15 P.M.

Networking Break

3:15 P.M. - 4:00 P.M.

How to Build Compelling Landing Pages that Sell Products

Once you’ve enticed a prospect to visit your product landing page—via email, press release, or snappy home-page copy—how do you actually make the sale...or attract a demo or a trial subscription? What are the elements today that make a successful landing page, from headline and copy to illustrations and placement of the order form and call to action. Learn what’s new and what’s working from marketers whose websites provide them a laboratory for discovering the answers.

4:05 P.M. - 4:50 P.M.

Ecommerce Best Practices: Way Beyond the Shopping Cart

Most publishers offer dozens of products for sale on their website, but how do you create that rare magic in which a prospect pulls out a credit card and makes a cash commitment to you? What do we know about what makes people buy online—and what prevents them from buying? What qualities should your shopping cart have, and what should you do when someone abandons the cart? Learn what seasoned content providers are doing to grease the skids from website arrival to sale to return purchases.

4:50 P.M. - 5:00 P.M.

Closing Remarks

6:00 P.M. - 8:30 P.M.

Dutch Treat Networking Dinner

Sign up for this fun, low-key networking dinner that's always a hit with attendees. After the welcome reception, we'll walk to a nearby restaurant to enjoy great food and conversation.

Separate checks will be provided. Sign up during the registration process or RSVP to