ATTENTION! You are currently viewing information about Conversion Conference 2012! Return to this year’s page.

Agenda Day 2

Conversion Conference London
Business Design Center London, 27-28 November 2012

Agenda overview Day 1 Day 2
Day 2 – Wednesday 28th November 2012
8.30
9.15
Registration
9.15
10.00

Paving the way for your users: revolutionize the user experience with inclusive design

The concept of designing all products and the built environment to be aesthetic and usable to the greatest extent possible by everyone, regardless of their age, ability, or status in life, known as universal desin, is taken a step further to inclusive design. Inclusive design inverts the approach by putting the usability to the greatest extent for everyone into the center of the design process for an aesthetic result. After getting some insights of inclusive design and how it revolutionized our lifes already, the presentation will show up ways how to embrace the design for all to achieve the higher grounds of aesthetics and usability.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive

Speaker:
Artur Ortega, Senior Accessibility & Usability Developer, hibu

10.00
10.05
Session Change
10.05
10.50

Pay attention: Understanding how your customers’ brains work

People are irrational – and that will not change. Ever. Deeply rooted mechanisms in us have not changed in the last 20.000 years. Stephen Pavlovich will take you on a wild ride through neuroscience to understand the basic functioning of the brain and how it perceives the world. By understanding how the brain functions and treats incoming information you will be better equipped to influence your website visitors to complete your conversion action.
Want to gain insight into the booker’s psyche? In the second part of this session will share learnings from a workplace where business and theory meet and customers are predictably unpredictable. Using the knowledge available from psychological research in academics and within the company, from persuasion tactics to cognitive bias, Booking.com tries to increase the positive consumer experience and ultimately conversion.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive

Speaker:
Stephen Pavlovich, CEO, Conversion.com
Gerben Langendijk, Consumer Psychologist, Booking.com

10.50
11.20
Coffee Break
11.20
12.05

Don’t be evil! The slippery slope of black hat CRO, Dark Patterns and Manipulative Interface Design

Let’s face it: if you trick users into converting, you’ll hit your targets with ease – at least in the short term. This talk will explore a range of different Dark Patterns in use on well known sites today, and will explain the nasty long-term side-effects they can have on your most cherished asset of all – your brand.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive

Speaker:
Dr. Harry Brignull, User Experience Consultant, 90percentofeverything.com

12.05
12.10
Session Change
12.10
12.55

Track 1:

Using Big Data For Conversions

We are surrounded by a data explosion: in a recent report IBM noted that 90% of the data in the world has been created in the last two years. We know that adding new data can have a dramatic impact on what we know about individual customers, but how can we leverage new data from social, audience and third party sources to drive conversions? In this session we will show you the top data sources to use to drive additional ecommerce revenues. We’ll share practical examples to illustrate how to combine these new data sources into programs that drive conversions and revenue. You will learn how individual tweets be leveraged to drive incremental conversions, how you can leverage Facebook nouns: Likes, Loves, Wants to drive marketing programs, how integrating chat data into remarketing emails can deliver 1-to-1 service and how to leverage external data sources to personalize web experiences. We will also show you how you can bring together on and offline data for a single view of the customer and how you can correctly understand the value of each channel for your business (using attribution models). Learn how personalising the experience based on all cutomer data will significantly increase your conversion.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive
Speaker:
Charles Nicholls, SVP Product Strategy, Chair the SAP Conversion Academy, SAP
Jamie Brighton, Product Marketing Manager, EMEA, Adobe

Track 2:

The art of conversation conversions and top five principles of viral content

People join social networks for various reasons. Whether aligned with business pursuits, personal interests, alumni organisations, or other affiliations, the goal is to build relationships and it’s a huge opportunity to engage quickly and effectively with hard to reach target audiences. Bryan Adams will show you in this session how to create contagious content your audience will want to share with their network, the dramatic difference between real-time and scheduled activity and how to build successful ad campaigns and conversions for LinkedIn & Co. After that Rob Manuel shares with you the top 5 principles of viral content on B3ta.com, and how you can apply that you business.

Moderator:
Stephen Pavlovich, CEO, Conversion.com
Speaker:
Bryan Adams, Managing Director, Ph. Creative
Rob Manuel, Co-Founder, B3ta.com

12.55
1.55
Lunch
1.55
2.40

Track 1:

Small screens, big conversions: Understanding mobile behaviour

Conversion actions are different on mobile devices than on a desktop. This session will give you insights into some of the key behavioural nuances that exist in the mobile environment. Learn how people interact with hand-held devices and get practical tips you can leverage to address the challenges that exist when users try to complete a conversion action on a small screen.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive

Speaker:
Paul Postance, Ecommerce Consultant
Gabrielle Hase, Director of Soleberry Advisory, Hobbs
Lee Duddell, Founder & Head of UX, whatusersdo limited

Track 2:

SEO & CRO – team up for maximum conversion

Search engine optimisation has become more and more important as marketers try to increase relevant website traffic. But Google has made it very clear – high quality content is the key to success and sacrificing landing page best practices in the name of higher rankings won‘t help you either way. You need a plan that blends the best of both SEO and conversion rate optimisation so you can benefit not just your rankings but your CTR as well. In this session we show you different types of content for different sites, including sales, blog posts and white papers, that will help you leave with a practical strategy for optimising both your landing pages and key on-page elements to improve organic rankings.

Moderator:
Stephen Pavlovich, CEO, Conversion.com

Speaker:
Richard Baxter, Founder & Director, SEOgadget

2.40
2.45
Session Change
2.45
3.30

Track 1:

Best practice video strategies

Today’s internet marketing strategy should enhance and support your business’ overall marketing objectives, including sourcing more leads and generating business from every website visitor. Creating video content that gets a visitor to act is critical to your online business. How do you get started using video as part of your marketing strategy? Learn how to create powerful, low cost video to grow your business.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive

Speaker:
Catherine Allen, Managing Director, The Loop

Track 2:

Top Usability Mistakes: Lessons Learned From More Than 100,000 Usability Tests

Want to know why people abandon your site? You’ll laugh — and cry — at this collection of video clips from actual usability tests that show the common issues frustrating web users. Discover the most prevalant usability mistakes and how to avoid making them, and learn about a host of low-cost website feedback tools that you can use to uncover usability problems on your own site.

Moderator:
Stephen Pavlovich, CEO, Conversion.com

Speaker:
Dr. Karl Blanks, Chairman, Conversion Rate Experts

3.30
4.00
Coffee Break
4.00
4.45

Track 1:

Conversion optimisation on a global scale – cutural design matters!

Chapman Freeborn is the world’s leading aircraft charter specialists with offices in over 30 countries worldwide serving the corporate, private VIP and humanitarian air charter market. Jack Lockyer, Digital Marketing at Chapman Freeborn Airchartering will show you in this session the specific challenges you have to master when optimising a global website for online conversions using MVT and AB Testing. As a bonus we will show you some fascinating cultural variations in web behaviour across the globe in preferences for colour, text, content and design.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive

Speaker:
Jack Lockyer, Digital Marketing, Chapman Freeborn Airchartering

Eliminating roadblocks: Common testing mistakes and how to avoid them

What are the common hurdles to landing page testing and how can you overcome them? Knowing where to start – How to get out of a testing rut – Testing in a multi-media world – Building a long-term testing strategy! Attendees will take away key strategies to overcome the common testing hurdles and a roadmap to creating a testing culture within their organisation.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive

Speaker:
Tim Jespersgaard, Persuasive Architect, IIH Nordic
Steen Rasmussen, Senior Partner and Scandinavian Online Optimisation Specialist, IIH Nordic

Track 2:

Special conversion booster Facebook: Social plug-in integration and Open Graph

Activity Feed, Login, Facepile, Like Boxes, Recommendations… Facebook offers an extensive range of Social Plug-ins. Used wisely they can be true Conversion Boosters for your website. In the first part of this session we show you how you can implement Facebook APIs efficiently. Are you using Open Graph data to generate user specific landing pages? You should! In the second part of this session, Timon Hartung will show you the enormous potential for conversion optimisation generated by Open Graph. Build your own tools, combine Open Graph data with Apps to gain a lot more insight in user social media activities and tap into a wealth of viral distribution possibilities by friends of your users.

Moderator:
Stephen Pavlovich, CEO, Conversion.com

Speaker:
Timon Hartung, CEO, apexmedia Traffic

4.45
4.50
Session Change
4.50
5.20

Top 5 CRO tools for improving site performance

Which tools work best for which purpose? Are the most expensive tools really the best or is a combination of free or low-cost web-based tools just as effective? Ever wondered which tools the conversion veterans use? In this session our conversion optimisation veterans give you a unique insight into their very own toolbox.

Moderator:
Stephen Pavlovich, CEO, Conversion.com

Speaker:
Rob Jackson, UK Managing Director, Elisa Interactive
Craig Sullivan, CEO, Optimal Visit

5.20
6.00

Live website and landing page review

Know your landing page has problems, but don’t know where to start? Here’s
your chance to get some free conversion advice from the experts. This session, always a Conversion Conference favorite, is fast-paced, unpredictable, and fun. Our conversion and usability experts will provide live, spontaneous assessments of attendee web sites, along with actionable advice on changes that could have an immediate impact on conversions. Whether you submit your site for review, or watch while your colleagues take the heat, there’s no better way to see conversion best practices in action. You don’t want to miss this session!

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive

Speaker:
Stephen Pavlovich, CEO, Conversion.com
Paul Rouke, Founder and CEO, PRWD

6.00 End of conference
Agenda overview Day 1 Day 2