[Podcast] Behind the Glasses: Ayat Shukairy

McKenzie Gregory

Ayat Shukairy talks conversion rate optimization and more 

Welcome to the fifth episode of our Behind the Glasses podcast, which features one-on-one interviews with some of the very best minds in marketing.

Joining us for this episode is one of our Marketing United 2018 speakers, Ayat Shukairy. She's the co-founder of Invesp, a company that helps brands like eBay, 3M, the Special Olympics, DISH Network, and Discovery create websites that people fall in love with, while at the same time increasing online sales.

Tune in to learn how to get more from your website!



Where does Ayat see email fitting into the current marketing landscape?

All marketing technologies across the board are becoming more advanced, so it's important for anyone who's using email to stay aware of all advancements and adapt. 

It isn't about saying that a form of marketing is dead, it's about figuring out how to make it more useful. 

Ayat shares best practices for marketers who want to ensure they provide a cohesive experience from the inbox to their website. 

Should you create separate landing pages for different channels – e.g. display ads vs. email?

Ayat shares web copywriting advice for headlines, buttons, etc. 

Many marketers aren't sure where to start with testing. Where are some easy places to begin?

Testing small items for no reason rarely gives you significant changes in results. Instead, you have to approach it scientifically. WHY are you testing? What's the problem you're trying to solve for your user?

Don't test too many elements at once. A lot of tests end up being false positives because people can't isolate the variable that influenced the change. 

Ayat walks us through a couple of recent CRO success stories from her clients. 

If you aren't doing any sort of conversion rate optimization, you need to start. 

What should you do when a client or stakeholder doesn't agree with your recommendations?

Ayat's least favorite marketing buzzwords: "growth-hacking," "hustle," "influencers." 

In 2018, e-commerce companies will rely heavily on AI and voice recognition technologies. Make sure you're aware of these trends and that you're ahead of the game. 



About the Author

McKenzie Gregory

McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

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