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?
Mel: 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 https://3xedigital.com
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