Intended Consequences

AI can write website copy that outperforms 80% of what is online today. You just have to teach it who it is writing for. In this episode of Intended Consequences, Conversion Sciences founder Brian Massey shows you how to use AI to generate website copy that actually converts. The secret is not a better prompt. It is writing for the four ways people make buying decisions. You will learn the Modes o...

Digital marketing is undergoing a seismic shift. In this episode, Brian Massey sits down with marketing strategist Andy Crestodina to explore how AI is becoming the "third partner" in every customer relationship—and what that means for your website and content strategy. Discover why traditional SEO tactics are losing effectiveness for top-of-funnel content, while bottom-of-funnel optimization matt...

In this episode of Intended Consequences, Brian Massey sits down with Deborah O'Malley, founder of GuessTheTest.com , to explore the fast-changing world of AI in experimentation — from A/B testing myths to the ways AI is already changing how digital marketers approach conversion optimization.  

Join us for "Beyond Data: How ChatGPT Uncovers Emotions to Fuel Effective Ad Concepts," a dynamic session exploring AI's transformative role in eCommerce marketing. Discover how ChatGPT leverages emotional sentiment analysis to go beyond numbers, capturing authentic consumer feelings to inspire creative ad strategies.  We will examine real-world examples, demonstrate actionable techniques, and dis...

Google's document leak uncovered surprising connections between conversion rate optimization (CRO), search engine optimization (SEO) and user experience (UX). Listen in as Conversion Scientists ® Joel Harvey and Brian Massey talk about these connections and what they mean for optimizers. 

Conversion rate optimization (CRO) is important at every stage of your business. But not every website is ready for a full-team all-in conversion optimization team. You may not be able to do the A/B testing that is the hallmark of so many CRO projects. Here are conversion optimization techniques that work no matter where you are on the CRO spectrum. 

Jason Fisher is a search engine optimizer who understands the value of having pages that convert well. He takes us through his strategy of bringing qualified search visitors to our site and then turning them into leads, sales, and revenue.

What would it look like if you could give your digital brand a human voice? On today's Intended Consequences, we brought in Rob Walch , VP of Podcaster Relations at Libsyn , the world's leading podcast hosting site. Rob was one of the earliest podcasters in the industry and a highly sought-after speaker and consultant in the podcasting community. Listen in as he shares some fascinating insights on...

Sales is a conversation, so how can you expect to sell if that conversation never happens, or doesn't happen fast enough? On today's show, Brian chats with Sammy James, CEO and founder of Speak2Leads , an automated lead response and follow-up tool.  Sammy is a sales and marketing guru with experience in media, radio, tech, and advertising. He understands the nuances of sales and the challenges mar...

After almost four decades, I believe the best choice for another shot at a conversion is still that quaint old communication medium: email. Email still can't be beat for rich content, for conversations that feel one-to-one, and for getting another shot at a future customer. It's the original social media platform.  Liz Willits is a self-professed email marketing nerd, and the Senior Content Market...

Erin Collis , Marketing and Communications Manager at Corradi USA , has a lot on her plate (as we suspect you probably do as well).  Most marketers are holding dozens of ideas in their minds, many of which are in opposition, and then these poor souls are expected to be creative and thoughtful amidst all of this. It's a barrier to a culture of experimentation in marketing, product development, and...

People like funnels because they provide us with some sense of progress in our marketing efforts, but the marketing funnel is under attack, especially in the B2B lead generation space. Carman Pirie ( @pirie ) is the co-founder of Kula Partners , an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competit...

Lance Loveday ( @loveday ) is the founder and CEO of Closed Loop , a digital advertising agency that specializes in paid media management.  As an optimizer by nature, digital marketing comes naturally to Lance. He's analytical but also creative - he uses his left brain and his right brain.  In this episode of Intended Consequences, we discuss the tough questions to ask when bringing on external re...

Chris Mercer ( @merecertweets ) aka 'Mercer' is not only good at analytics, but he's also good at teaching analytics. That's what he spends his days doing as the Co-Founder of Measurement Marketing.io .  Chris and his team help people like you discover how to grow your business using tools like Google Analytics , Google Tag Manager , Google Data Studio and more. Essentially, Chris helps people get...

" The best way to really learn something is to teach it to someone else."  In this episode of Intended Consequences, we're talking to BJ Fogg, PhD, author and founder of the Behavior Design Lab at Stanford University. His new book, "Tiny Habits," has turned business management lessons into a program for individual behavioral change. Anyone involved in marketing is involved in what BJ calls "behavi...

We're told terrifying things: that people have the attention span of a goldfish, that Millennials don't read, that we only have 8 seconds to make our point. No wonder we're confused about how to communicate through copy. However, the words we use to establish our value and persuade visitors to take action can be tested. Data to the rescue! Olivia Ross ( @ortdesign ) is the Director of Conversion R...

"CMOs are abdicating their strategic position in their businesses." Just when I was marveling at how much CMOs really must do for their brands, Laura Patterson, President of VisionEdge Marketing, said the above statement that stopped me in my tracks. Laura has been focused on performance marketing and the proper use of data since before it was "cool," and if anybody knows what's going on with CMOs...

There is a ceiling on your conversion rate. It's not your price. It's not your copy. It's not your form. It's eating your website from the inside out. It's causing your SEO to atrophy. It's causing your paid search placement to drop. It's causing your visitors to bounce, and it's only getting worse as mobile traffic grows.  What is the ceiling on your conversion rate? It may be....your page load t...

On this episode of Intended Consequences, host Brian Massey is pulling in Joel Harvey - Chief Operating Officer at Conversion Sciences - and they're talking website redesigns.   In this episode, the duo is going to tell you something that may surprise you. Website redesigns don't have to be all or nothing. You don't have to push all your budget in and wait 3, or 6 or even 12 months later.  Brian a...

If you're a designer, eventually your designs will be evaluated by neophytes. Whether you're part of an in-house team or work for an agency, your best work is going to be scrutinized by company executives who never spent a day studying design or doing any UX research.  Do you stand alone defending your designs or give them what they want?  Tom Niemeyer is a Design Scientist at Conversion Sciences...

If you're designing for the web, you're in a wide-open space of possibilities. These seemingly endless options can produce anxiety and hinder your design efforts, as every unknown feels dangerous.  What if integrating data into your designs is the answer? Tom Niemeyer is a Design Scientist at Conversion Sciences with over 18 years of digital design experience. He has a unique perspective on the va...

When you're attempting to persuade, do you emphasize the positive aspects of your offering or the potential loss of not taking action? This negotiation concept is called "prospect theory," and today's guest is an expert. Literally. Calum Coburn is the Director and Vice President of The Negotiation Experts, a training and consulting firm that enables sales teams to drive measurable profit improveme...

Sales is a conversation, so how can you expect to sell if that conversation never happens, or doesn't happen fast enough? On today's show, Brian chats with Sammy James, CEO and founder of Speak2Leads , an automated lead response and follow-up tool.  Sammy is a sales and marketing guru with experience in media, radio, tech, and advertising. He understands the nuances of sales and the challenges mar...

What would it look like if you could give your digital brand a human voice? On today's Intended Consequences, we brought in Rob Walch , VP of Podcaster Relations at Libsyn , the world's leading podcast hosting site. Rob was one of the earliest podcasters in the industry and a highly sought-after speaker and consultant in the podcasting community. Listen in as he shares some fascinating insights on...

In this episode of Intended Consequences, we're bringing you a direct competitor of Conversion Sciences. Why? Because you need a second opinion, and we'd rather you find it here than on your own. So we've brought in Jon McDonald , the founder and president of a conversion optimization agency called The Good , to chat with Brian on when you should–or should NOT–start investing in conversion rate op...