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June 18 – 19, 2007 • Intercontinental Hotel • Miami, FL    

Training Class

Search Training Class
Wednesday, June 20, 2007
Intercontinental Miami, Miami FL

There is an additional cost of $895 for this full-day training workshop. Seats are limited in order to provide personal training, so please register soon to ensure that we reserve a spot for you.

Based on the overwhelmingly positive feedback we received on our first ever Search Training classes in San Jose and Chicago last year, we have decided to expand SES Latino to include another day of dedicated intensive workshop training. This class may be taken in addition to the conference or independently. The added training day has been created to provide attendees with guided, hands–on exposure that puts theory into practice in a highly interactive environment. The workshop will provide you with the practices, applications, and hands-on exposure you need to become (and remain!) a top performer in your field. In the end, you will not only walk away with the knowledge and skills you need to be a successful search engine marketer, you will also jump–start your career and enhance your professional know-how. This in-depth training in a small class setting means that your instructor is readily accessible for informal one-on-one or small group discussions. Whether you are a consultant, site designer, website owner, or in–house marketing professional, you cannot afford to miss this opportunity to experience firsthand the latest developments in search engine strategy. No matter where you are in the SEO & SEM process, you will leave this intensive workshop with the necessary skills and tools to improve your business results and take your search engine marketing to another level.

This intense, intimate and informative day of workshop training will be taught by world acclaimed search engine marketing guru and author, Jeffrey Eisenberg, Co-Founder of Future Now, Inc.


Continental Breakfast


Call to Action Workshop – Conversion Optimization Training – Part 1
Jeffrey Eisenberg,
Future Now, Inc.


Lunch Break


Call to Action Workshop – Conversion Optimization Training – Part 2
Jeffrey Eisenberg,
Future Now, Inc.

Call to Action – Conversion Optimization Training

Event name:

Call to Action Workshop – Conversion Optimization Training

Event type:

Optimization Training


Wednesday, June 20, 2007


Spaces Limited




Landing page optimization and conversion rate improvements are no longer simply buzzwords. The rising cost of driving online traffic means marketers are paying more for less return on their ad dollars.

To keep up, online marketers must roll up their sleeves and dive into conversion optimization. Optimizing your landing pages and your website is a proven means of increasing your conversion rates and realizing improved ROI.

The Call to Action Workshop includes the information you need to know to achieve dramatic results from your online efforts. Are you planning for top performance? Are you accurately evaluating that performance? Are you setting the best benchmarks for measuring success? How well are you communicating your value proposition? Are you structured for change? Can you achieve the momentum you need to get the results you want? If you have the desire and commitment to create phenomenal online results, then this training will be your own Call to Action. This workshop will demonstrate how these skills are essential for building a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.

Who should attend?

  • Everyone from beginner to experienced optimizer will benefit from this training.


  • The Call to Action Workshop will help you understand the roles of web analytics, web design, usability, social media, information architecture and search engine optimization in the context of conversion rate marketing. The Call to Action Workshop is a step-by-step, how-to seminar organized around the instructor's blockbuster New York Times & Wall Street Journal best-seller "Call To Action" and the "Conversion Expert's Workbook".

    Bring Your Laptop – You'll Want To Work on Your Website At The Seminar

What will I learn?

Some of The Topics That Will Be Covered:

  • Planning
    • Is there a unified understanding of the sales and value proposition of the business?
    • Evaluate how well you have done planning your site, including everything that happens before your visitors reach your site.
    • Developing and communicating your UVP (Unique Value Proposition)
    • Planning the elements for the storyboard of your site
    • Understanding your prospects, and how their behavior varies according to their preferences
    • Taking advantage of your strengths and weaknesses, and more
    • Understanding your customer's buying process
  • Structure
    • Do design and technical considerations support the requirements of the sales process and users?
    • Is your Navigation right or in the way?
    • Does the Design/Style (Look/Feel) enhance or detract from conversions?
    • Is your balance of Color & Text versus Images helping conversions?
    • Is the website's Layout helping buyers convert?
    • Is the website's Usability an issue?
  • Momentum
    • Does your website motivate a visitor to go from one page to the next and, eventually, to take action?
    • Momentum considers all the elements that motivate on the site.
  • Communication
    • Are all forms of "content" (visual, text and other) saying what needs to be said?
    • Is your messaging consistent?
  • Value
    • Does your website communicate not only the value of the products or service, but also the value of doing business with you?
  • Delighting the Customer
    • What is the overall customer experience on your website?
    • Are your visitors likely to return?
    • Are you creating Brand Advocates?
  • Testing
    • Do you have a framework to test and optimize changes on your website?
    • How to identify which pages and sections of your site you should test first.
    • How to get the fastest results from testing now.
    • The different types of online testing
    • Establishing control pages, testing goals and parameters
    • Determining a time/quantity test interval

About the Instructor

Jeffrey Eisenberg, co-founder of Future Now, Inc. a New York City based marketing consultancy, pioneered the field of optimizing online experiences to maximize sales conversions. In 1998, while the Dot.Bombs flourished, Jeffrey & Bryan Eisenberg sounded the alarm and called for businesses to refocus on results not eyeballs. Companies such as NBC Universal, GE, Dell, Volvo CE and Overstock.com heard their message and enjoyed dramatic sales lifts as a result.

In 2004 the Eisenbergs told the world how they could increase conversion rates in their self-published book "Call To Action". They became the first authors in history to achieve New York Times, USA Today and Wall Street Journal best-seller status with virtually no bookstore distribution.

In 2006 the Eisenbergs published "Waiting For Your Cat To Bark?" which explained how to persuade customers when they ignore traditional marketing utilizing their revolutionary Persuasion Architecture™ methodology. Not only was the book a #1 Wall Street Journal, Business Week, USA Today and New York Times bestseller, but it received critical acclaim from publications like The Wall Street Journal (twice in one week), Brand Week and Advertising Age.

The Eisenbergs are frequently called upon to be featured speakers at events like Ad:tech, DMDAYS, Search Engine Strategies, Shop.org, Internet World, DMA Annual and the Electronic Retail Association.


For more information regarding exhibit space or sponsorship opportunities contact our Sales Department by completing this form or call Frank Fazio at 203–295–0052.

For registration help or information, please email our Registration Department at registration@incisivemedia.com or call 203–295–0050.

Please Note:
Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this program. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker.

Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions.

Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee.

Audio and/or Video Taping is prohibited without the prior permission of the organizers.

Event Information

Your Host:
Nacho Hernandez

Nacho Hernandez

Search Engine Strategies Latino is chaired and programmed by the recognized authority on search and Hispanic search engine marketing, Nacho Hernandez. Since 2000, Nacho has been helping businesses, marketers, webmasters and everyday Web users understand how search engines work and how to profit from them. Nacho is the founder and CEO of iHispanic Marketing Group, a leading consulting firm for search marketing and internet strategy for the worldwide Hispanic markets.

Who should attend?
  • Online marketers
  • Executives
  • Business owners
  • SEM/SEO professionals
  • Media planners and buyers
  • Webmasters
  • Direct marketers
  • Agency professionals
  • E-commerce managers

Organizations that have sent delegates to previous SES events:
American Liberty Financial
Babyuniverse, Inc.
Berrojo & Associates
Blue Equity/Enlace Spanish YP
Blue Lithium
Casa Editorial El Tiempo
Channel Intelligence
Comunicacion Mercadotecnia
Consorte Media, Inc.
Cooper DBD
Correo Direct
Cybercis Corporation
D&E Pharmaceuticals, Inc.
Delfin Project, Inc.
US Department of Commerce
Discovery Nets Latin America
Dish Network
Ernst & Young
Florida Keys Info-Net
Floridaview Media LLC
Future Now
Grantastic Designs
Grupo Dolphin Discovery
Hispanic Pr Monitor
Hispanica Magazine
Hispanos Unidos
Iowa City Press Citizen
La Nacion
LatinVision Media
Lexis Nexis
Mediacontacts Brazil
Nortel Networks
Penske Truck Leasing
Time Inc.
USA Today
Wells Fargo Financial