Speakers

Brian Massey

Session title:

The Science of Persuasive Messaging Using AI and A/B Testing

If your web copy isn’t just right, you’ll struggle to get visitors to convert. Unfortunately, it’s very difficult to write in different voices for the audiences coming to your site. Until now. AI can rewrite your copy in any style or voice. However, you must communicate what you want accurately.

Brian Massey will show you how to create accurate, testable, persuasive copy that speaks to four types of prospects coming to your site. He will then show you how to test these messages on your home page, your landing pages, or your ecommerce product pages.

• An effective model for segmenting your audience.
• How to target your ideal customer profiles with copy.
• How to design an A/B test of your messaging.
• How to lay out a landing page for multiple audiences.

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Brian Massey is the founder of Conversion Sciences LLC and author of the book Your Customer Creation
Equation. His rare combination of interests and experience developed over 30 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer.

Founded in 2007, Conversion Sciences helps businesses transform their sites through a steady diet of visitor profiling,
purposeful content, analytics, and AB testing. Brian has worked with hundreds of companies to improve
their online business.

He is a sought-after speaker, presenting at IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and others. He has written for online publications including ClickZ, Search Engine Land and Marketing Land. Brian is the editor of the Conversion Sciences Blog and host of the Intended Consequences podcast.