Introduction
When I first heard about Traffic & Conversion Summit 2017, I knew this wasn’t going to be just another marketing conference with recycled tactics and motivational fluff. This was the 8th annual gathering of the world’s smartest digital marketers descending on San Diego, California, armed with cutting-edge strategies that were actually working right now. Every year, thousands of entrepreneurs, agency owners, and marketing professionals flock to this event to discover what’s new, what’s hot, and what’s delivering real ROI in an ever-changing digital landscape. If you’re serious about scaling your business through systematic traffic generation and conversion optimization, this three-day intensive delivered exactly what the industry needed during a pivotal moment in digital marketing evolution. From breakthrough Facebook video strategies to advanced messenger bot implementations, the Traffic & Conversion Summit 2017 separated itself from generic marketing events by focusing purely on actionable, tested methodologies.
Course Description
Traffic & Conversion Summit 2017 was a comprehensive three-day educational experience held March 10-12, 2017, at the Manchester Grand Hyatt in San Diego, California, with an optional pre-day workshop on March 9th. Unlike typical conferences featuring theoretical keynotes, this summit emphasized tactical breakout sessions led by practitioners who were actively managing campaigns and generating revenue. The event structure featured morning keynotes from DigitalMarketer’s leadership team—including Co-Founder Ryan Deiss, VP of Marketing Molly Pittman, and Director of Optimization Justin Rondeau—followed by specialized breakout tracks covering traffic acquisition, conversion architecture, email automation, and agency scaling. With over 3,000 attendees, this became the largest conversion-focused conference in North America, offering networking opportunities with media and commerce companies from across the globe.
The summit’s philosophy centered on “What’s Working Now” rather than outdated tactics, addressing recent enhancements in video ads, lead ads, and segmented retargeting models that were transforming how businesses connected with audiences on Facebook and Google platforms.
Ideal Student
- Digital Marketing Agency Owners: Professionals looking to scale their operations, hire A-players, and document processes for sustainable growth while managing high-performing marketing teams
- Ecommerce Entrepreneurs: Online store owners seeking advanced email automation sequences, product page optimization techniques, and traffic strategies specific to digital retail environments
- Marketing Managers and CMOs: Corporate marketing leaders responsible for bridging the gap between sales and marketing departments while implementing data-driven optimization strategies
- Paid Traffic Specialists: Facebook and Google advertisers wanting to master the latest video ad formats, messenger bot integrations, and display network scaling techniques
- Content Creators and Publishers: Bloggers, podcasters, and media companies interested in leveraging Google AMP, Facebook Instant Articles, and visual content marketing to capture search and social rankings
Learning Outcomes
- Master Modern Traffic Acquisition: Deploy enhanced video ads, lead ads, and segmented retargeting models across Facebook and Google to lower customer acquisition costs while increasing audience attention
- Implement Conversion Architecture: Architect high-converting landing pages and order forms using proven split-testing methodologies that have been validated across millions of visitor sessions
- Automate Email Marketing Systems: Build sophisticated email follow-up sequences and messenger bot flows that nurture leads from initial contact through final sale without manual intervention
- Optimize the Customer Journey: Map and optimize the complete prospect experience from first touch to purchase using the updated 5-step conversion funnel methodology
- Scale Agency Operations: Document processes, hire top-tier talent, and implement management systems that allow marketing agencies to handle increased client load without sacrificing quality
Course Modules
The Traffic & Conversion Summit 2017 curriculum was organized into ten comprehensive modules spanning three intensive days. Each module combined strategic framework instruction with tactical implementation guides, ensuring attendees could immediately apply these concepts to their businesses. The following breakdown represents the core educational tracks delivered by industry-leading practitioners.
Module 1: Traffic Generation and Customer Journey Mastery
This foundational module addressed the nuts and bolts of moving prospects through the modern customer journey using updated traffic channel strategies. VP of Marketing Molly Pittman broke down recent enhancements in Facebook video ads, lead ads, and segmented retargeting models that were making it easier and cheaper to connect with target audiences. Attendees learned how to leverage these traffic enhancements to get more attention while simultaneously lowering acquisition costs. The module covered multi-touch attribution modeling and how to align traffic sources with specific stages of the buyer’s journey, ensuring that cold, warm, and hot prospects received appropriate messaging.
- Facebook video ad testing frameworks for cold traffic acquisition
- Segmented retargeting strategies for abandoned cart recovery
- Lead ad implementation for mobile-first audiences
- Traffic temperature mapping and message matching
Module 2: Conversion Optimization and Landing Page Architecture
Director of Optimization Justin Rondeau presented the optimizer’s approach to creating the perfect product page and landing page, backed by eight months of intensive testing data that exceeded the previous eighteen months combined. This module provided dozens of “copy and paste” split-tests that attendees could immediately implement within their own companies. The content focused on psychological triggers that drive conversions, including urgency creation, social proof placement, and risk reversal strategies. Participants learned how to conduct proper A/B testing without statistical errors and how to identify which page elements actually moved the revenue needle versus vanity metrics.
- High-impact split-test templates for immediate deployment
- Product page psychology and visual hierarchy optimization
- Order form abandonment reduction techniques
- Statistical significance testing for valid results
Module 3: Advanced Facebook Advertising and Messenger Bots
This intensive track covered the cutting edge of Facebook marketing, including the revolutionary 3-step Facebook video formula that had generated 128 million video views for the presenters. Keith Krance and Ralph Burns from Dominate Web Media revealed their systematic approach to crafting attention-grabbing, ROI-producing Facebook ads that cut through news feed noise. Additionally, Ezra Firestone introduced artificial intelligence profit strategies through Facebook Messenger Bots, showing attendees how to leverage automation for customer service, lead qualification, and sales conversations. The module addressed the shift toward conversational commerce and how to build bot flows that felt natural while driving revenue.
- 3-step Facebook video formula for massive reach
- Messenger bot architecture for lead generation
- AI-powered customer service automation
- Live video integration for real-time engagement
Module 4: Content Marketing and Visual Storytelling
Russ Henneberry and Lindsay Marder delivered comprehensive training on content marketing that actually works in 2017, moving beyond theoretical blogging strategies to systematic content creation that drives measurable business results. This module covered simple content marketing frameworks that generated leads rather than just traffic, including podcast launch strategies for authority building. Attendees learned how to capture and engage audiences with visual content marketing, integrating images, infographics, and video into cohesive content ecosystems. The session addressed content repurposing strategies that maximized ROI from every piece of content created.
- Content marketing funnels that convert readers to buyers
- Podcast launch and monetization frameworks
- Visual content creation for social engagement
- Content repurposing workflows for maximum reach
Module 5: Email Marketing Automation and Deliverability
President and CMO Richard Lindner presented email marketing in a nutshell, focusing on automated email follow-up sequencing that nurtured leads from initial opt-in through purchase and beyond. This module covered the technical aspects of email deliverability while emphasizing copywriting strategies that increased open rates and click-through rates. Ezra Firestone contributed ecommerce-specific email automation strategies, showing how online retailers could recover abandoned carts and increase customer lifetime value through strategic segmentation. Attendees learned how to architect email systems that worked 24/7 to move prospects through sales cycles without manual intervention.
- Automated email sequencing for lead nurturing
- Abandoned cart recovery systems
- Email list segmentation strategies
- Deliverability optimization and spam avoidance
Module 6: Search Marketing and Google Display Network Mastery
Mike Rhodes from PPC Savvy revealed “The Display Grid” methodology for building and scaling high-converting Google Display Network campaigns, providing attendees with systematic approaches to banner advertising that many marketers ignored. Russ Henneberry covered search marketing fundamentals updated for 2017’s algorithm changes, ensuring that organic and paid search strategies aligned with modern ranking factors. Dennis Yu addressed technical SEO through Google AMP and Facebook Instant Articles, showing how to achieve search and social rankings through speed optimization. This module bridged the gap between paid acquisition and organic visibility.
- The Display Grid framework for GDN scaling
- Google AMP implementation for mobile rankings
- Facebook Instant Articles for traffic growth
- Search and social ranking optimization
Module 7: Sales Funnel Architecture and Selling Systems
Ryan Deiss revealed a massive update to the famous 5-step conversion funnel introduced at T&C 2013, showing how seemingly simple tweaks yielded higher sales, happier customers, and ended the war between sales and marketing departments. This module covered the architecture of ideal sales conversations and how to build selling systems that accommodated different buyer types. John Grimshaw presented “Break Even or Bust,” detailing five selling systems that DigitalMarketer needed for growth, including tripwire offers, core product positioning, and profit maximizer strategies. Attendees learned how to reverse-engineer successful funnels for their specific industries.
- Updated 5-step conversion funnel methodology
- Sales conversation architecture
- Tripwire and profit maximizer offers
- Aligning sales and marketing teams
Module 8: Data Analytics and Optimization Testing
Justin Rondeau and John Grimshaw collaborated on this technical module covering data and analytics in a nutshell, teaching attendees how to know what customers wanted without relying on surveys that often provided misleading data. The content addressed proper analytics setup for accurate tracking, conversion rate optimization methodologies, and how to derive actionable insights from existing traffic. Participants learned three wicked smart ways to get more out of traffic they already had, focusing on conversion rate improvements rather than constantly chasing new visitors. This module emphasized the mathematics of marketing and how small percentage improvements compounded into significant revenue gains.
- Analytics setup for accurate attribution
- Conversion rate optimization without surveys
- Extracting insights from existing traffic
- Statistical analysis for marketing decisions
Module 9: Digital Retail and Ecommerce Strategies
Roland Frasier led this specialized track on digital retail, addressing the unique challenges facing ecommerce businesses in 2017. The module covered omnichannel retail strategies that integrated online and offline customer experiences, inventory management systems that supported marketing campaigns, and conversion tactics specific to product-based businesses. Attendees learned about private labeling strategies, supply chain optimization, and how to build ecommerce brands that commanded premium pricing. This section bridged marketing theory with retail operations, ensuring that traffic and conversion strategies aligned with fulfillment capabilities.
- Omnichannel retail strategy implementation
- Private label brand development
- Ecommerce inventory and fulfillment optimization
- Premium pricing strategies for commodity products
Module 10: Agency Growth and Team Management
This business operations module focused on scaling marketing agencies and internal teams. Ralph Burns and Keith Krance detailed how to hire A-players, document processes, and scale marketing agencies beyond founder-dependent operations. Richard Lindner covered how to manage rockstar marketing teams, including compensation structures, performance metrics, and culture building. Marcus Murphy addressed consultative selling techniques specifically for agencies, showing how to generate leads, fill pipelines, and close more deals using sophisticated sales methodologies. Rob Hegarty demonstrated how to use DigitalMarketer HQ to train and equip marketing teams, ensuring consistent quality across growing organizations.
- Hiring and retention strategies for marketing talent
- Process documentation and systematization
- Consultative selling for agency growth
- Team training and certification programs
Real-World Applications and Success Stories
The strategies taught at Traffic & Conversion Summit 2017 found immediate application across diverse industries, from SaaS companies to brick-and-mortar retailers transitioning online. Attendees implemented the 3-step Facebook video formula to reduce cost-per-acquisition by 40% within thirty days, while others deployed messenger bots that handled 70% of customer service inquiries automatically. The conversion optimization templates allowed ecommerce stores to increase average order values through strategic upsell placement on product pages. Marketing agencies utilized the hiring frameworks to onboard five new team members simultaneously without sacrificing client quality. These weren’t theoretical conquests but documented revenue increases derived from systematic implementation of summit teachings.
Beyond individual tactics, the summit fostered strategic partnerships that transformed businesses. Agency owners connected with enterprise clients on the trade floor, while product companies found fulfillment partners to handle increased volumes from optimized conversion funnels. The emphasis on ending the war between sales and marketing departments resulted in companies reporting 25% faster sales cycles and improved customer retention rates. By implementing the updated 5-step funnel methodology, businesses created cohesive customer experiences that reduced friction from first click to final purchase, resulting in higher lifetime values and referral rates.
Pricing
The Traffic & Conversion Summit 2017 offered tiered pricing designed to reward early commitment while accommodating different budget levels. Each tier provided identical access to content, ensuring that all attendees received the full educational experience regardless of ticket purchase timing.
- Early Bird: $995 (50% savings) – Available until December 23rd, 2016, offering the most affordable entry point for planners who committed early
- Super Marketer: $1,495 (25% savings) – Available until February 9th, 2017, providing a middle-tier option for those who decided after the early bird window
- Just in Time: $1,995 – Regular pricing while tickets lasted, reflecting the full value of the three-day intensive with over 3,000 attendees
All ticket tiers included access to the 8th annual summit held March 10-12, 2017, in San Diego, expert keynotes and case study sessions, three full days of pure content focused on traffic and conversion, plus access to the vendor trade floor and networking events. The event sold out completely, maintaining its reputation as the must-attend conference for serious digital marketers.
Pros and Cons
Pros
- Actionable Content Only: No fluff or bland motivational speeches—every session provided tactical, implementable strategies backed by real data and case studies
- Practitioner-Led Instruction: Sessions taught by working professionals actively managing campaigns rather than theoretical academics or professional speakers
- Comprehensive Curriculum: Covered the entire spectrum from traffic generation through conversion optimization to team scaling, providing complete business education
- Networking Opportunities: Connected attendees with over 3,000 media and commerce companies, facilitating partnerships and client relationships
- Copy-and-Paste Templates: Provided dozens of split-tests, email sequences, and ad templates that could be immediately deployed without reinvention
- Current Strategy Focus: Addressed platform updates like Facebook messenger bots and Google AMP that were revolutionizing traffic acquisition in real-time
Cons
- Premium Pricing: Even the early bird rate of $995 represented a significant investment for solo entrepreneurs or startups with limited budgets
- Information Overload: Three days of intensive content across ten modules could overwhelm attendees without proper note-taking and implementation systems
- Geographic Limitation: Single-location event in San Diego required travel and accommodation expenses beyond ticket costs for most attendees
- Rapid Strategy Evolution: Some Facebook and Google tactics taught became outdated within months due to platform algorithm changes
- Advanced Beginner Curve: Certain technical sessions on analytics and display networks assumed baseline knowledge that newer marketers lacked
- No Virtual Access: No livestream or recording options for those unable to attend in person, limiting accessibility
FAQs
Who were the main speakers at Traffic & Conversion Summit 2017?
The main speakers included Ryan Deiss (Co-Founder & CEO of DigitalMarketer), Molly Pittman (VP of Marketing), Justin Rondeau (Director of Optimization), Ezra Firestone (Smart Marketer), Russ Henneberry (Editorial Director), and guest experts like Mike Rhodes, Ralph Burns, and Mari Smith covering specialized traffic and conversion topics.
What made Traffic & Conversion Summit 2017 different from other marketing conferences?
Unlike typical marketing events featuring motivational keynotes, Traffic & Conversion Summit 2017 focused exclusively on actionable, tactical content delivered by practitioners actively running campaigns. The event emphasized “What’s Working Now” with copy-and-paste templates, real split-test data, and strategies based on current platform capabilities rather than outdated theory.
Was this event suitable for beginners in digital marketing?
While the summit offered valuable insights for all levels, the content was primarily designed for established marketers, agency owners, and business operators already generating revenue. Complete beginners might have found the advanced Facebook advertising, analytics, and funnel architecture concepts challenging without foundational knowledge.
What specific topics were covered regarding Facebook advertising?
The summit covered the 3-step Facebook video formula based on 128 million views, lead ad enhancements, segmented retargeting models, messenger bot integration using artificial intelligence, and strategies for lowering acquisition costs while increasing audience attention through video content.
Did the conference include networking opportunities?
Yes, attendees received access to the vendor trade floor featuring sponsors like ClickBank, Infusionsoft, and LeadPages, plus organized networking events. With over 3,000 participants from media and commerce companies worldwide, the summit provided extensive opportunities for partnership formation, client acquisition, and mastermind connections.
How did the pricing tiers work for Traffic & Conversion Summit 2017?
The event offered three pricing tiers: Early Bird at $995 (until December 23rd), Super Marketer at $1,495 (until February 9th), and Just in Time at $1,995. All tiers included identical full access to the three-day event, keynotes, breakout sessions, and trade floor access, with pricing differences reflecting purchase timing rather than content level.
Final Verdict
If you’re serious about mastering digital marketing in 2017, Traffic & Conversion Summit 2017 delivered exceptional value that justified every dollar of investment. This wasn’t a conference for passive learning or collecting business cards—it was an intensive tactical bootcamp where Ryan Deiss, Molly Pittman, and their team of practitioners pulled back the curtain on exactly what was working in traffic generation and conversion optimization at that moment. The combination of strategic keynotes and specialized breakout tracks ensured that whether you were struggling with Facebook ads, email automation, or team scaling, you left with specific action items rather than vague inspiration. For agency owners, the hiring and process documentation modules alone could save months of expensive trial and error. Ecommerce operators benefited from Ezra Firestone’s email automation strategies and the updated conversion funnel architecture that increased average order values immediately.
The strength of this summit lay in its refusal to deliver recycled content. When Justin Rondeau presented split-test data, it represented millions of dollars in testing. When Keith Krance shared the 3-step video formula, it was backed by 128 million views of proof. While the $995-$1,995 price point required commitment, the ROI was undeniable—a single winning split-test or traffic campaign tweak typically generated returns exceeding the ticket cost exponentially. If you missed this specific event, the methodologies taught here formed the foundation of modern digital marketing that many top agencies still use today. For marketers who attended and implemented even 20% of what was taught, Traffic & Conversion Summit 2017 represented the inflection point where their businesses transformed from struggling for attention to systematically scaling through optimized conversion architecture.
