Monthly Commitment
Most students allocate between 15-25 hours each month for a combination of on-demand video training modules, live workshops, projects, and online tests. You can watch your video modules anytime, day or night. Some groups watch together during lunch, while some prefer class time in the evenings. Use your study guide and weekly conference calls to be sure you're on track.
Weekly Conference Calls, Live Screen-Share Workshops
Weekly "office hours" conference calls ensure you never feel detached from other program members. Join your fellow members on the weekly call to discuss what's going on with the program, postulate on specific test questions, solve conundrums with the latest project, or just commiserate with your fellow classmates.
You'll have an average of two weekly conference calls available to you to discuss your progress and specific application of your internet marketing discipline. Faculty-led workshops teach latest techniques and methodologies in each discipline. Calls are typically scheduled between 9AM Pacific and Noon Pacific. If you can't make your scheduled call, faculty and associate instructors are available in our online "Ask the Expert" forums to answer your questions 24/7.
Assignments & Projects
Each course includes a series of assignments and real-life projects designed to put your learning into action -- all under the guidance of the world's experts. Your assignments and projects will be reviewed by peers, associate instructors and ultimately, your teaching faculty.
In-Depth Online Testing
To ensure you stay on track with what you've been learning, you'll follow each video module with a short quiz to ensure you've fully absorbed the material. In month two or three, you'll be ready to attempt the comprehensive online exam and move on to the next level of the program.
Unlimited Cross Training
As part of your enrollment in the Master Certification program, you'll have access to all Market Motive courses and video modules -- in all topics! You may watch additional training modules, take more courses, and participate in weekly live faculty workshops. We do recommend that you focus on your main topic of study until you graduate, and then access over 300 additional video training modules within Market Motive.
Live Faculty Panel Graduation
So you've finished the learning path, taken the tests, completed your project. Now what? Running the gauntlet, of course. Show off your work and articulate your new knowledge as the world's experts analyze your projects and test your skills through a series of direct questions and real-world scenarios. Rest assured, you'll be well equipped to run the gauntlet by this point. Maybe some day, you'll even find yourself on the other side of those hard-nosed questions!
Industry Recognition
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Master Certification graduates were invited to speak in keynote at Search Engine Strategies Conference San Jose 2009
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Once you have successfully completed the Master Certification program, you'll have the full endorsement of the Market Motive faculty and staff. You'll find yourself listed among the world's most respected consultants and practitioners. You'll earn a Market Motive Certified award logo to display on your website or on your resume. Master Certification graduates are often asked to speak at industry events, and experience a new level of recognition in the search marketing world.
Continuing Education
Extend your access and learning (most graduates do!) through yearly access to Market Motive. You can continue to discuss plans and questions with the industry's top consultants, authors and thought-leaders every week. Want the Dream Team to look at your site or campaign? Have a question about the latest video tutorials? Get on the phone with your favorite faculty instructor, get some "screen time", and some expert advice.
In Summary:
90-day Faculty led structured curriculum includes weekly workshops, any-time faculty Q&A, and of course, the latest video training modules that you won't find anywhere else.
- You will be trained and endorsed by the industry's most recognized authorities.
- Video based training is 100% online.
- No travel required. Learn from your desktop anytime.
- Access to "Ask the Expert" forums to get your questions answered at any time.
- Access to six monthly workshops to ask live questions of the faculty.
- Hands on projects with Faculty feedback and guidance.
- Final dissertation defense to earn Faculty endorsement.
- Cost is only $3500 -- Much less than you would spend on traveling to a three day conference.
MORE ABOUT THE CONVERSION CURRICULUM
Many people still don't realize that getting users to click to your site is only half the battle. Getting them to purchase, to register, to fill out your form... these are the true goals, and often overlooked.
Bryan Eisenberg and Avinash Kaushik provide a comprehensive overview of landing page optimization, and takes you through some real-world examples of what works, what doesn't, and what steps you can take to, as he says, "always be testing." In this course, we'll be using both video training modules as well as Bryan Eisenberg's book "Always Be Testing" to create a multi-pronged approach to the material.
INTRODUCTION TO CONVERSION OPTIMIZATION
In this introductory overview, you'll get a good feel for what it means to embrace an "always be testing" culture, including a series of short training videos from Google on Website Optimizer that will enable you to easily add a variety of critical tests on your site.
DEVELOPING AN OPTIMIZATION FRAMEWORK
Bryan Eisenberg walks you through the process of calculating the sales potential in your existing traffic, how to discern visitor intent, and how to prioritize your marketing efforts to satisfy your most qualified visitors.
You will study:
- How to calculate your traffic's sales potential.
- How to tell which keywords reveal a lot about visitor intent.
- How to save time by disqualifying certain visitors.
- What A/B testing can do for you.
- Conversion versus persuasion.
UNDERSTANDING YOUR CUSTOMERS: THE FOUR PERSONAS
Bryan shows you how to recognize the Competitive, Spontaneous, Humanistic, and Methodical users coming to your site, and how to give each of them exactly what they need to make them stay... and buy. You'll learn how to create personas, turn them into working narratives, and use the narratives to build scenarios that will convert your site visitors into customers.
You will study:
- The 4 basic personas and their customer behavior.
- How to model customer behavior.
- How to associate pictures with your customer personas.
- How to map out the structure of your website to fit your personas.
- How to tell a story that sells.
THE TESTING CYCLE
Testing and optimization aren't just for the Amazon's of the world; all companies with a website should be continuously testing and refining to increase conversion rates. In this video, Bryan Eisenberg shows you how to apply the testing cycle to your website even if you lack the resources to test everything.
You will study:
- Prioritizing the potential changes to your website.
- Why your conversion rate is fundamental to the testing process.
- The three main factors to consider before you begin testing.
- How to properly set up a test.
- What to test first.
WHY LANDING PAGES WORK
Bryan explains that testing is about understanding the customer's motivation, and the critical issues that make people convert. Ultimately, it's about more than just changing a color, or moving items around on your web pages. He'll show you proven methods that will make an impact and increase conversion rates.
You will study:
- Learning to understand what motivates and influences people.
- The 3 types of action pages.
- 9 variables to include in your landing page and 5 dimensions to rate them.
- How to get your customers' attention -- and keep them engaged.
- 30 key optimization factors broken into 4 main categories.
ESTABLISHING CREDIBILITY WITH YOUR USERS
Bryan shows you how to enhance the credibility of your website to increase conversions and build lasting relationships with your customers.
You will study:
- Why trust is so hard to develop on the internet.
- The top reasons consumers leave a retailer.
- How to use contact information to increase confidence levels.
- The need for caution when using stock photography.
- How to create a great 'about us' page that establishes trust with your customers.
MAINTAINING SCENT
"Scent" is the information trail your visitors are following when they come to your site. Mark that trail with consistent design and messaging that builds, invites, and guides, and they'll follow it through your site and all the way to checkout. Bryan provides a multitude of examples to help you understand when scent is working, and when it's not. Learn your lessons from these success stories to keep scent alive in your own marketing campaigns and lead your visitors down the conversion path.
You will study:
- Where the biggest opportunities are to improve conversion rates.
- Why design is as important for maintaining scent as copy and content.
- Which metrics are good tools for measuring the strength of scent.
- Why keywords are never to blame for low conversion rates.
- How to effectively insert keywords into a landing page dynamically.
ATTENTION INTEREST DECISION ACTION SATISFACTION (AIDAS)
It's simply not enough to get the sale anymore. These days, it's also necessary to ensure that whomever buys your products is satisfied with their purchase. In this workshop, Bryan teaches you how to speak the language of your customers to attract customers, entice them with your offer, get the sale and keep them happy.
You will study:
- How to ensure your are satisfying each stage of AIDAS.
- Which little things matter the most to conversion.
-- Why it's critical to ensure your "add to cart" button is above the fold.
- How coupon codes can cause conversion problems.
- Why your return policy should be prominently featured in the checkout process.
OPTIMIZING WEB COPY
Bryan reveals the tip of the copywriting iceberg as he walks you through a 10-step process for improving the copy on your website. Copy is the most persuasive element of any webpage but it's more than just writing sexy copy. It's about how to format text for readability, how to convey a good first impression, how to know when less is more, and much, much more.
You will study:
- 10 steps to improve your copy.
- Why headlines are so important to conversion.
- How the first mental image of your website affects the mindset of visitors.
- Why words are the most effective means of persuading on the web.
- How to change adjectives to verbs and increase your persuasive copy.
THE VOICE OF THE CUSTOMER
Customer reviews and testimonials are an extremely valuable asset to your website, yet many companies don't offer them and those that do often don't use them as effectively as possible. In this module, Bryan shows you how to turn customer reviews into better converting copy, where to place reviews and testimonials, and what to look for in a good testimonial.
You will study:
- What makes customers want to talk about your product.
- Three triggers for word of mouth stories.
- How to leverage word of mouth reviews.
- How to correctly implement customer reviews on your site.
- How to help visitors find the right products.
CONVERSION OPTIMIZATION TOOLBOX
What are the must-have tools to keep your site primed for conversion? In this module, Bryan Eisenberg opens his bag of tricks and shares some of his online favorites as well as some personal techniques. Whether you need to test the speed of your site, want to know if you're wasting valuable screen space, or have to find out just how customer-focused your content is, Bryan's got the tool for you.
You will study:
- Bryan's basic tools.
- Tools for testing site load time.
- Tools for image optimization to enhance load time.
- Bryan's personal "Battleship Grid".
- Tools for quick and effective usability testing.
Your Market Motive faculty includes bestselling authors, speakers and consultants in each internet marketing discipline.
Avinash Kaushik
Avinash Kaushik is the author of "Web Analytics: An Hour A Day" (Wiley 2007), author of the highly rated blog on Web Analytics called Occam's Razor, Analytics Evangelist at Google, and co-founder of Market Motive.
Bryan Eisenberg
Bryan is recognized worldwide as a leading expert on online marketing, conversion and marketing analytics. One of the co-founders and CPO (Chief Persuasion Officer) of Future Now, Inc., Bryan has authored multiple best-selling books on persuasion techniques and customer behavior.
David Szetela
When David Szetela speaks, people listen. A recognized author and speaker, he's frequently heard at Search and Advertising industry events like Search Engine Strategies, SMX, PPC Summit and MarketingSherpa Summit, not to mention on his weekly radio show "PPC Rockstars" at WebMasterRadio.fm.
Greg Jarboe & Jamie O'Donnell
Regarded as the pioneers and leading authorities on online publicity, Greg and Jamie of SEO-PR continue to blaze new trails in online PR strategy. Greg is the acclaimed author of "YouTube and Video Marketing: An Hour a Day" (Wiley, 2009).
Matt Bailey
Matt Bailey of SiteLogic knows the ins and outs of the latest social media tactics. Whether it's Digg, Flickr or a campaign using corporate blogging along with YouTube video, Matt is an internationally recognized authority on search engine marketing, website analytics, usability, and accessibility and matching a social media strategy to your larger business and marketing goals.
Jennifer Evans Laycock
Jennifer Laycock is recognized worldwide as a leading authority on search and social media marketing. Jennifer is Editor in Chief of Search Engine Guide, serves as the director of marketing for Site Logic Marketing, and is the author of "The Small Business Guide to Search Engine Marketing" and of the popular "Zero Dollars, a Little Bit of Talent and 30 Days" series.
Todd Malicoat
Author of popular SEO blog StuntDubl.com and frequent conference speaker, Todd has an uncanny ability to come up with new angles on the complex realm of SEO, link building, link baiting and search engine marketing. With Todd, you learn the basics, and a whole lot more.
"Market Motive is such a great program. They really take care of their students. DEF rec to anyone interested in getting certified in SEO."
