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Agenda – Day 1

Conversion Conference London
etc Venues – 200 Aldersgate London, 23-24 October, 2013

Agenda overview Day 1 Day 2

Day 1 – Wednesday, October 23
8.00 am
9.00 am
Registration
9.00 am
9.45 am

Keynote:

The 7 drivers of motivation

Whether you want your client to approve your design, your manager to fund your project, or your target audience to press the “Buy” button at your website, you spend a large part of each day trying to get people to do stuff. What if you understood the science behind how to get people to do stuff? There are 7 basic drivers of human motivation. And if you understand what motivates people you’ll be better able to figure out how to get people to do stuff. That’s the premise of Dr. Susan Weinschenk’s new book. In this talk you will learn what the 7 drivers of motivation are, the research behind them, and how to use apply them to get people to do stuff.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive
Speaker:
Susan Weinschenk, Founder, Weinschenk Institute, LLC

9.45 am
10.30 am

Featured Session:

The psychology of pricing

Leigh Caldwell is a leading pricing psychologist and author of The Psychology of Price, a book showing companies how to set pricing strategies to achieve their business goals – profit, market share or customer satisfaction. In this session he turns this expertise to the question of conversion strategies. What price points should you set for optimal conversion and maximum profit? He’ll answer questions including:

  • Does gold/silver/bronze really work? (And should it be platinum/gold/silver these days?)
  • When does a default price work and when doesn’t it?
  • Should you use .99 pricing?
  • How should you best communicate your prices for maximum conversion rates?
  • Should you tell people all your prices up front, or wait till later in the buying process?
  • Does price have an impact on “negative conversion” – people abandoning their basket or deleting items?

He’ll also share four simple techniques for increasing willingness to pay, and give you a step-by-step strategy for deciding the right pricing approach for your products or services.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive
Speaker:
Leigh Caldwell, Consultant and writer on pricing and cognitive economics, CEO, Inon Pricing Advisers

10.30 am
11.00 am
Coffee break
11.00 am
11.55 am

Track 1:

On target: right content, right person, right time… right now

Most marketers know that providing a personalized experience to their website visitors is critical in the battle to increase conversions. Still, the typical website experience is designed around providing many visitors with an experience based on the average best. In this session, Matt will show how today’s marketer can easily provide unique web experiences tailored to each individual visitor and he’ll share examples, best practices, and lessons learned from over 100,000 a/b tests and personalization campaigns.

Moderator:
Paul Rouke, Founder and CEO, PRWD
Speaker
Matt Althauser, Director Europe, Optimizely Europe

Track 2:

The dial won’t shift anymore: cultural transformation or death

The time of complex IT software maintained by the entire cast of Orcs from the Lord of the Rings is over. Companies have to adopt a blend of Lean UX, Agile, Design Thinking, Analytics, Split Testing, Usability Research and team and process redesign – in order to survive. As the wave of Lean techniques gets picked up by more SME and corporate companies, what is the secret sauce?  How do you hire, motivate, manage, innovate with large teams and complex products?  Craig Sullivan will explain how you can you set things up for brilliant company, international or cross business teams to drive velocity of insight and continuous improvement. He will outline the key attributes required and *why* they increase productivity and results.

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

11.55 am
12.00 pm
Session change
12.00 pm
12.45 pm

Track 1:

Designing a test – from hypothesis to result: how mature is your test design approach?

There is no such thing as a perfect test – but you can get close. In this session we show you step-by-step how test design works at its best. Firstly, developing a strong hypothesis, then how user research can be carried out to underpin test hypotheses. We‘ll show you why sometimes test failures are a good thing, discuss continuous versus discontinuous testing, (versus) drastic redesign, up to the results collection. At the end of this session you should have a clear picture about where you stand with your approach today and how you can improve.

Moderator:
Paul Rouke, Founder and CEO, PRWD
Speaker:
Stephen Pavlovich, CEO, Conversion.com
Kerstin Exner, Product Manager, The Guardian

Track 2:

Creating an optimization department

You have established that cultural transformation is not an option but a must. Now it‘s all about the HOW TO. How can you implement change? How can you develop an in-house conversion optimisation team, how to make CRO work using external support? This session is all about establishing a testing culture in your organization and getting buy-in for investing in CRO. See how to put users & testing at the centre of the approach and the challenges to be overcome.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive
Speaker:
Oliver Palmer, Optimization Analyst
Pete Taylor, Group Director, Operations Director, The Student Room Group

12.45 pm
14.00 pm
Lunch break
2.00 pm
2.45 pm

Track 1:

You don‘t need to be Shakespeare, but you need to know what matters: copywriting for conversion

Persuasive copywriting is a combination of science and art, and it’s applicable to every part of your marketing funnel. By producing irresistible offers, headlines, subject lines and content, you can significantly grow your business -all using words. But which words work best? In this session, you’ll discover proven strategies for persuasive copywriting. From sticky copywriting, to emotionally charged marketing messages – be fearful of mediocrity and don‘t miss this session.

Moderator:
Paul Rouke, Founder and CEO, PRWD
Speaker:
Michael Lykke Aagaard, Senior Conversion Optimization Consultant, Atcore ApS / ContentVerve.com
Catherine Toole, Founder & CEO, Sticky Content

Track 2:

Optimizing Your Optimization

It’s going to be a ride through real world conversion optimization! You will learn how engaged your ecommerce business is in A/B & MVT and HOW engaged some companies are compared to You. Helping you understand the unknown risks you may be taking without testing every part of your site. Oliver Paton has many years of experience and in his presentation he will work with you on the A/B Testing Engagement Pyramid. Understand if you really need/want to move up the pyramid, introduce methods to encourage internal engagement and move up the pyramid, dealing with pushback (loss is ok as long as you learn) and see what’s happening in the top web companies today to keep them ahead of the competition.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive
Speaker:
Oliver Paton, Web Analytics Consultant, Accenture

2.45 pm
2.50 pm
Session change
2.50 pm
3.30 pm

Track 1:

10 things to get right in ecommerce from homepage to confirmation

Even now in 2013 there are still big opportunities for retailers to improve their ecommerce experience and conversion rate. Following 14 years working in the industry, moderating 100’s of hours of user testing sessions and planning and executing countless tests, Paul will be harnessing all this experience to showcase what you should be focussing on for your optimisation strategy. This talk will outline 10 critical areas that pure play and multi-channel retailers should aim to get right to ensure they are helping and persuading visitors to browse, find, buy and checkout.

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

Track 2:

Social Media’s conversion rate impact

Social media isn’t CRM and your thinking about fans might be wrong-headed. Come to this session and learn how to use social media to reduce costs & increase effectiveness and how you can optimise for advocacy and viral traffic. Matt Morrison will also dive deep into the relationship between social and search and show you how to improve registration and data capture.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive
Speaker:
Mat Morrison, Social Media Strategy Director, Starcom MediaVest Group

3.30 pm
4.00 pm
Coffee break
4.00 pm
4.55 pm

Featured Session:

The journey to conversion

Only 0.25% of new visitors will convert in any given session, but if a visitor returns then the probability of getting a conversion increases by 900%. Most visitors will require multiple visits before purchasing: at each subsequent visit, and the deeper they get in the sales funnel, the more likely they are to convert.
What about the other 99.75% of new visitors? In this keynote, Charles explains why they don’t convert initially, and what it takes to get them back to the site and drawn deeper in the funnel. You’ll see how no two customer journeys are alike, why you should use buyer emotion to trigger the sale, and how the conversion process changes across different devices. After this keynote you’ll look at conversion in a completely different light.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive
Speaker:
Charles Nicholls, SVP Product Strategy, Chair the SAP Conversion Academy, SAP

4.55 pm
5.45 pm

Panel discussion:

White hat, grey zones and black hat – where CRO hits the limit

Black hat CRO, manipulative design, dark patterns… you can call it what you wish – the goal is to trick the user into something that helps websites to gain higher conversion rates. And there is no shortage of opportunities: recommendation fraud and misleading advertising are only two examples. In this panel discussion we will focus on the results of dark patterns, discuss where the grey zone starts and where it ends (and whether you are wise to avoid grey zones). We will also show you some of the worst examples and their long term effects.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive
Speaker:
Craig Sullivan, CEO, Optimal Visit
Joe Leech, User Experience Director, cxpartners

Agenda overview Day 1 Day 2