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Speakers 2010

Conversion Conference London – November 1-2, 2010
Park Plaza Victoria

Tim Ash, CEO and Founder, Site Tuners


Tim Ash is the CEO of, a landing page optimization firm that offers conversion consulting, full-service guaranteed-improvement tests, and advanced software tools to improve conversion rates. SiteTuners’ visual attention prediction tool can be used on a landing page screenshot or mock-up to quickly identify major conversion issues. During his 15 year involvement with the Internet, Tim has worked with Google, Facebook, Nestle, Symantec, Verizon Wireless, eHarmony, Canon, Sanyo, Rhapsody, American Express, Sony Music, CBS Interactive, Real Networks, American Honda, COMP USA, Symantec, Harcourt Brace, Universal Studios, HomeGain, Fair Isaac, TransUnion, Rand McNally, Red Envelope, Black & Decker, Ed Hardy, and Coach to develop successful Internet initiatives.

Tim is a highly-regarded presenter and keynote speaker at SES, eMetrics, PPC Summit, Affiliate Summit, PubCon, SMX, OMS, AffCon, LeadsCon, Internet Retailer, and eComXpo. He is the founder and chairperson of the first international conference series focused on improving online conversions. Tim is a contributing columnist to several publications including ClickZ, Website Magazine, DM News, Visibility Magazine, Search Marketing Standard, Search Engine Marketing Journal, and Electronic Retailer Online Strategies magazine. He is the host of the weekly Landing Page Optimization show and podcast on

Tim received his B.S. from UC San Diego “with highest distinction” while attending on a full U.C. Regents academic scholarship. He also completed his M.S. during his PhD. studies in computer science at UC San Diego, specializing in Neural Networks and Artificial Intelligence. He is the author of the bestselling book Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions (John Wiley & Sons Press, 2008), which has been reprinted several times and translated into six languages. Tim is currently working on the expanded 2nd edition of the book with co-authors Rich Page and Maura Ginty.

Dr Karl Blanks, Chairman, Conversion Rate Experts


Karl is a former rocket scientist, with a PhD from Cambridge University, England.

He co-founded Conversion Rate Experts to show businesses how they can profit by applying scientific techniques to web marketing.

Patrick Bultema, CEO, CodeBaby


Patrick Bultema is CEO of CodeBaby, a new media, internet software company providing innovations for online customer experience and conversion metrics. Throughout his career, Patrick Bultema has been recognized as an industry and company maker. He has served as an executive, venture investor, board member, and advisor to tens of venture-financed startups. He was most recently a Venture Partner with vSpring Capital. He was CEO of XAware, and CEO of FrontRange Solutions, a global CRM software company. He was a founder and Executive Chairman of Knowlix, and was Chairman and General Manager of the Help Desk Institute, then a Ziff-Davis company.

A noted author and speaker, Patrick is recognized as one of leading experts in the customer industry … throughout his career bringing together technology and customer experience. He was founding Executive Editor of Customer Support Management Magazine, and has been a thought leader in the CRM space. Patrick holds a Bachelor’s degree from California State University and a Master’s from Princeton.

Will Critchlow, Co-Founder & Director, Distilled


Will founded Distilled with Duncan Morris in 2005. He now runs business development, works on client strategy and the direction of Distilled. In practice, this means he spends a lot of time presenting and writing about search and meeting with existing and prospective clients. Will is regularly quoted in a wide range of media on the subject of SEO and internet marketing in general. He also regularly speaks at conferences and training sessions.

Wills academic background is mathematics with a degree from the University of Cambridge (St. John’s College) including a graduate thesis on auction theory. Previous jobs included programmer, strategy consultant in the telecoms industry and floor sweeper. He hated sweeping.Will is married to Heather, plays basketball for Euston Power and occasionally loses to his brother at squash.

Maura Ginty, Senior Manager, Search & Social, AutoDesk


Maura Ginty joined Autodesk with 13 years of global digital wordplay experience, establishing the company’s first centralized SEO, web content, and social media programs. She created Autodesk’s first series of best practices and led its first cross-functional councils for these new forms of online marketing. Next on the horizon: completing and documenting the company’s third global SEO case study. She went straight from Wellesley College to online media, combining technical and editorial roles at JupiterMedia, Lonely Planet, Symantec, and a small collection of strange nonprofits.

Rok Hrastnik, International Internet Director, studio moderna


Rok Hrastnik is currently serving as the International Internet Director at Studio Moderna, the largest European direct response TV & multi-channel retailer, managing their internet operations across 22 CEE countries and leading a team of more than 140 internet marketing professionals throughout the region.

Rok developed the company’s internet department from 2 employees to an international department of 140+ people, working across the CEE. Under his online leadership the Internet became a key sales channel in Studio Moderna, making the company one of the leading online retailers in the region. His primary focus during this time was not only establishing the team, online marketing strategy and processes, but also developing a culture of online measurement, constant testing and non-stop optimization. Today his team manages dozens of split tests at any given time, executes 50 – 70 email campaigns per week, and runs more than 120 webstores across the region.
Rok is also a frequent speaker at key global direct marketing events, such as ACCM (US), DMA Annual (US), MarketingSherpa’s Email Summit (US), ERA Europe (EU), German Teleshopping Conference (Germany), German Direct Mail World (Germany) and others. He also does frequent workshops and stand-alone seminars.

Ben Jesson, CEO, Conversion Rate Experts


An internet marketing specialist, Ben co-founded Conversion Rate Experts after implementing almost every web marketing strategy, and concluding that conversion rate optimization is by far the biggest opportunity for most web businesses.

Wayne Morris, UK Managing Director,


Wayne is a committed evangelist of proper conversion management; he believes that brands must remove all vestiges of subjectivity from their web development processes if they are to grow and remain competitive in a cut-throat online market. He has benefitted from experience of engaging many brands to achieve this goal by using techniques such as multivariate testing to base content decisions on statistical data rather than gut feeling. Wayne holds overall responsibility for Maxymiser’s UK operation including account management and business development. Wayne’s past roles have seen him serve at Kelkoo @ Yahoo!, HitWise and Reuters.

Charles Nicholls, Founder, SeeWhy


Charles Nicholls is Founder and Chief Strategy Officer of SeeWhy, blogger, ecommerce visionary, and author of
The Top Ten Converting Websites” and “In Search of Insight”.

Recognizing that traditional Web Analytic approaches are limited to historical analysis, Nicholls founded SeeWhy in 2003 to make ecommerce more relevant to individual visitors and customers through real time web analytics. Nicholls, a 20-year veteran of the software industry in the US and Europe, is internationally recognized as one of the preeminent thinkers in the Analytics space. In 2003 The Massachusetts Institute of Technology selected Nicholls as a global leader in Intrapreneurship following his highly innovative creation of Business Objects Analytics. In his role as an advisor to leading companies globally, Nicholls has worked with many of the world’s top companies on their web and customer analytics programs, including, Ebay, Lands End, MasterCard and a many smaller companies.

Before creating SeeWhy, Nicholls was an executive officer of real-time analytics company HNC Software (now Fair Isaac). Prior to HNC, Nicholls spent 6 years at Business Objects (now SAP), where he founded and led the Business Objects Analytics division.

Nicholls also founded Ithena, an award winning Silicon Valley CRM analytics startup, which Nicholls merged with Business Objects in 2000.

Sandra Niehaus, VP UX and Creative Director, Closed Loop Marketing


As VP User Experience and Creative Director of Closed Loop Marketing, Sandra leads the company’s conversion optimization projects. She is co-author of the popular book “Web Design for ROI” from New Riders Press, and regularly writes and speaks on the topics of conversion, usability, and design at industry and business conferences. Sandra has contributed her expertise to projects for a wide range of companies, including Hewlett-Packard, Brocade, DeltaVacations, ReelzChannel, Allstate, Insweb, and many others.

With a diverse background ranging from computer science and web development to music composition and design, Sandra approaches conversion optimization with a holistic viewpoint. She joined Closed Loop Marketing in 2004 after nearly a decade as an independent web consultant, and since that time has led and executed projects resulting in millions in incremental revenue for the company’s clients. She resides in Northern California, where she writes, practices mixed martial arts, and surfs whenever the work gods allow.

Frank Overbeek, Managing Director, SiteSpect


Frank is fully committed to have Targeting and Multi Variate Testing functionality in every online sales/marketing department, since that’s the next step in working on better conversion. He is currently managing the European division of SiteSpect. Before working with SiteSpect he founded OrangeValley, a conversion optimization consultancy firm. Prior to that he was running the distribution of Memetrics (MVT technology) for the Benelux.

Stephen Pavlovich, Conversion Factory


Stephen gets massive increases in the conversion rates of his clients – as quickly as possible. Working in industries like travel, gaming, ecommerce and finance, he’s helped many clients double their conversion rate – sometimes in as little as three months. In doing so, his clients have started dominating their industries, as well as generating multimillion pound increases in revenue along the way.

Craig Sullivan, Group Customer Experience Manager, Belron International Ltd


Craig is Group Customer Experience Manager for Belron®, responsible for optimising visitor behaviour and improving the online customer experience across 32 websites in 17 languages.
He has over 11 years of experience blending usability, online marketing, customer insight, analytics and multi-variate testing. Craig has spoken at various events and conferences in the past and is consistently rated as a top speaker by delegates because of his knowledge, engaging presentation style and willingness to share useful practical tips. He tweets when he isn’t knee deep in work – @OptimiseorDie and is currently working on an optimisation white paper.

Pieter Jan Troost, BuyerMinds


Pieter Jan Troost is managing partner of BuyerMinds, a Dutch company focused on persuasion design and maximizing online conversion.

With roots in interaction design, BuyerMinds is specialised in analysing markets and audiences, digg into web stats, apply persuasion principles, and design smart online dialogues. Reality checks, using a combination of psychological profiles and eyetracking, are developed to get the best (design)briefings and increase conversion.

Pieter Jan got his Master of Arts degree in Interactive Multi Media after a full high education in Interaction design. After working for nearly 8 years for the biggest dutch user interface design company, he concluded that boosting conversion is far more than usablity and interaction design. After several years as a independent consultant he co-started BuyerMinds focussing on online persuasion using interaction design, visual design and copywriting.

Stefan Wobben, Concept7