2 days / 15 talks
Awesome and great blog

January 25-27


In 2018 Google continues to be the world’s most popular search engine by far and its influence on the digital marketing world is immeasurable. Either directly or indirectly, Google touches just about every channel that marketers and business owners work with on a daily basis.

In Ireland and UK alone, Google handles over 90% of the search queries. So, what can the almighty Google do for you? And more specifically how it can help to turn your online business ‘lookers’ into ‘buyers’?

To avoid wasting your time and money on ineffective marketing practices, we have invited Google’s top User Experience Specialist – Emiliano De Matteis to 3XE Conversion.

In the action-packed presentation, Emiliano will share some of the latest developments at Google. Specifically, he will focus on how to get customers started with mUX improvements and will include stories from 400+ engagements for you to learn from.

As an avid technology enthusiast, Emiliano was previously consulting for the largest customers across Europe, Middle East and Africa for Twitter, Microsoft, Demand Generation and Universal McCann.

Whether you are a marketing novice, professional or a business owner – 3XE Conversion will guide you on how to relay the successful tactics developed by online giants such as Google,, Pinterest, Facebook and apply them to your own business, all the while gazing into the future of conversion innovation.

Full agenda available at:


Mel Henson is the Head of Creative at AWA Digital – an international CRO (Conversion Rate Optimisation) agency.

With an incredibly talented team of optimisers who research and analyse websites, AWA Digital brings together new wireframes to solve customer problems. Using her expertise, Mel Henson makes sure that online words and content get the message across in the most compelling way.

At 3XE Digital Conversion Conference in Dublin, Mel Henson will speak about mixing the best of old and new methods in content marketing. Sharing ‘before and after’ webpages of her clients, like Canon and Interflora, Mel will explain how cutting-edge neuroscience and improved marketing methods were involved in increasing CRO and revenue. She will also talk about some back-to-basics principles of copywriting to explain how the changes they made at AWA Digital worked for their clients.

We recently caught up with Mel and asked her about her role in AWA and her participation in 3XE. Through our conversation, we tried to know a little more about the fascinating life of Mel Henson and her thoughts on digital developments:

3XE: Tell us about your journey in the digital world and one thing that inspired you here.

Mel: My early career was in Direct Marketing, this was before the internet came into existence. From the start, I was fascinated by being able to test two different versions of a headline or a picture, to see which one works best. Digital lets you do that with more precision.

3XE: What are the 3 takeaways that you think delegates will get from your presentation?

Mel: I hope they’ll pick at least three tips or ‘Aha! Moments’ that they can immediately implement in their copy for results of higher sales, more leads and a better website visitor experience.

3XE: What emerging trends will affect your business during 2018?

awa-digitalMel: Voice-activated shopping through devices like Alexa (Amazon Echo) and Google Home have rapidly moved from being a science fiction to becoming part of our day-to-day life. Talking to a device is so much easier – and more sociable – than sitting glued to a screen.

In a recent survey, people went as far as to say it feels like talking to a friend, and they even say ‘please’ and ‘thank you’. I predict a lot of commodity products being purchased by voice in the near future, such as “Alexa, get me some tickets for Coldplay”.

Voice-shopping adds another channel to the customer journey and we’ll need to amend our processes to make sure we can give people the best experience it’s possible to have.

3XE: Which websites and people influence you?

Mel: At AWA we get together every three months to discuss the websites we’ve optimised and share learnings. It’s really inspiring to be with such bright people who are pushing the boundaries of optimisation all the time.

On a daily basis I’m a magpie for lot of feeds and blogs. Drayton Bird, the genius who taught me copywriting, is still a major influence as well as Ogilvy Change, Smart Insights, Ted talks, Andy Maslen and Andy Bounds. I’ve recently been reading books about sales, and books about the roots of language going back to theories of rhetoric put forward by the ancient Greeks.

3XE: How was year 2017 for you?

Artificial Intelligence was a massive bombshell for me in 2017. Five years ago, we could all laugh at the clumsy efforts of robots to write copy, but now the machines are catching up.

Over the last couple of years all over the world, money has been pouring into companies that specialise in NLG or Natural Language Generation. All that investment is suddenly paying off.

Companies like Narrative Science, Phrasee, Persado and Indix are writing product copy and email subject lines that read as if a human being had tapped them out on a keyboard. Not only do machines write faster, in some cases the copy they produce performs better too. It’s going to be a game changer over the coming years.

Mel Henson is speaking at 3XE Digital Conversion Conference on 8th Feb 2018 at Croke Park, Dublin. More details

Connect with Mel Henson at





3XE is delighted to announce Shalini Sukumar, Lead Expert of Online Conversion at will be joining our speakers panel at 3XE Conversion on 8th February in Croke Park, Dublin.

Focusing on ‘Personalisation and Experimentation at’, Shalini will guide you through how to identify what is most appealing to consumers and how to optimise your website for large scale conversion. converts 1.5 million bookings every 24 hours in over 120,000 destinations around the world. Conversion Rate Optimisation (CRO), has always been at the heart of the business. Over the years the company perfected its converting website visitors into repeat, loyal customers.

Driving increased conversion rates is the single highest priority for digital marketers in 2018.  Join us to find out how to implement the best practices in Conversion Rate Optimisation for your business.

3XE Conversion takes place on 8th February 2018, at Croke Park, Dublin. There are only 14 Early Bird Tickets available, book yours now.

To view full agenda please visit:


Last month, over 600 people packed into Croke Park to hear some of the best international and domestic leading lights in digital marketing at 3XE Search. And for those of you who weren’t able to attend the conference, here are our three golden nuggets to help you grow your business online.


MicrosoftVoice technology empowering everyone to do more

  • By 2020, 50% of search will come from voice.
  • Voice search queries are 3X more likely to be local.
  • Cortana and Bot momentum, arising business opportunities at lower cost – 145M monthly active Cortana users. 3x Increase of 45K to 130K developers in 8 months. >17B # of questions consumers have asked Cortana.


Wolfgang DigitalCustomer behaviour is evolving:

  • Keep the visitors engaged on your site for + 35 seconds and realise a 10% Conversion Rate improvement (but don’t keep them waiting).
  • Google Analytics doesn’t track cross device conversions. “90% of people move between devices to accomplish a goal” according to Google Research. Don’t be surprised if you don’t see high numbers from social media advertising.
  • The (surprising) power of Pinterest – promoted Pins helped Tesco and other big brands to get more high-quality traffic.


ZATO PPCCan Small Medium Business (SMB) Pay-per-Click (PPC) really work?? Or are we destined to be outbid and out-budgeted by the big brands?

  • The slower the getaway car, the more important a good head start. As a start off point pick a great Search campaign structure.
  • Where money is lacking, skill must abound. Start Remarketing immediately.
  • Don’t be a Google rep – use and analyse your own data. Google rep looks for 5 minutes at account you’ve run for 3 years and tells you the solution is to raise your mobile bid ads.


We’re still confirming some of our line-up for 3XE Conversion, but we couldn’t wait to share our first wave of speakers with you. For more details please visit:



No matter how amazing your marketing is, how pretty it is, how expensive it is… the only question that is worth addressing is this – Does it sell?

There is so much conversation around building content, social media and generating traffic. But what happens with traffic once your customers arrive? Do they convert? Questions abound. And most marketers don’t have the answers:

  • How can I improve user experience for my website to achieve more leads and sales?
  • Why are customers exiting my website, not going through my CTA pathway?
  • What’s working and why? What’s NOT working and why?

It’s in the shadows because it’s undervalued and deserves greater focus.

To help shine the spotlight in the right direction, 3XE is bringing together leading conversion specialists and educators to Croke Park on 8th February, 2018 for the single most important conference for digital marketers, entrepreneurs and business owners – 3XE Conversion.

You’ll learn:

  • How to actually convert and make sales online.
  • Why inaccurate customer data is like building on sand.
  • Why case studies shouldn’t be treated as blueprints to success.
  • The latest trends in conversion optimisation.
  • How to correctly set up and execute A/B testing.
  • How to avoid conversion rate optimisation (CRO) mistakes.

Driving increased conversion rates is the single highest priority for digital marketers in 2018. Get involved while you still can and don’t miss out on increasing your marketing value and prospects! Book now at


Straight North, an SEO company based in Chicago, have created this fantastic infographic profiling the Lead Generation Ecosystem. This infographic has been designed to help marketers of all levels recognise opportunities and weaknesses in their lead generation strategy, in order the maximise your ROI. While referring to the infographic as a blueprint, it is important to keep a few questions in mind:

  • Is the campaign we’re running really the right campaign? Some businesses get stuck in the mindset that only social media or email marketing is going to be the “answer.” However, by not testing other methods, such as display advertising and SEO, you’ll never actually know if that answer is the real solution or the beginning of future problems.
  • Is the information we’re gathering right? Form submissions and phone calls are the main areas that make up most online leads that are initiated by your campaigns. But which campaign(s) are providing you with actual leads and do you know the real amount you’re getting? A lot of businesses fail to monitor and track the best leads — phone leads as well as factors that are driving results, such as campaigns, times of day and keywords — which consequently lead to the inability to effectively modify their campaigns.
  • Are we harnessing the power of our website to maximise lead generation? In this day and age, good website content cannot be comprised of just text with stock photos. Users are more interested in visual content. Utilising creative content forms — such as video, customised imagery, slide presentations and infographics — may help improve your lead generation results

Want to learn more about SEO in the new age of digital? Join us at the 3XE Digital Search & Social Media Marketing Conference taking place on October 13th, Croke Park.

Guest Author Bio: 

Brad Shorr is Director of Content Strategy at Straight North, an Internet marketing agency that specializes in SEO, PPC and web design services. Brad has over 30 years experience in sales and marketing, and has written articles for leading online publications including Moz, Entrepreneur and Forbes.