ATTENTION! You are currently viewing information about Conversion Conference 2013! Return to this year’s page.

Agenda – Day 2

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

Agenda overview Day 1 Day 2

Day 2 – Thursday, October 24
8.30 am
9.30 am
Registration
9.30 am
10.30 am

Responsive e-commerce design – will it improve my conversion rate and do consumers care?

Responsive website design is proving to be one of the hot topics of 2013 amongst retailers looking at where are the biggest opportunities for improving their conversion rates. But the big question is, is it worth the effort? What about developing tailored mobile and tablet experiences to get the best out of these devices and cater for different visitor behaviour and expectations? In this session you’ll discover the different approaches some of the industry’s biggest retailers are taking to designing online experiences aimed at improving the online user experience and gaining competitive advantage – with or without using responsive design. You’ll also gain the latest insights from user research across different devices to see what all this means in the customers world.

Moderator:
Kevin Gibbons, Managing Director UK, BlueGlass Interactive, Inc
Speaker:
Paul Rouke, Founder and CEO, PRWD

10.30 am
11.00 am
Coffee break
11.00 am
11.55 am

Track 1:

Universal Analytics – digital intelligence beyond the web

Google’s latest imagination of their hugely popular analytics package represents a significant opportunity for businesses to improve their data capabilities. The new Measurement Protocol gives marketers the opportunity to create user centric views with multiple data sources. The potential is huge but will need companies to think differently about Google Analytics if they are to realise the full potential. In this session Rob Jackson will look at the challenges and possibilites with Universal Analytics while showcasing some cool early adoption applications.

Moderator:
Kevin Gibbons, Managing Director UK, BlueGlass Interactive, Inc
Speaker:
Rob Jackson, UK Managing Director, Elisa Interactive

Track 2:

Mobile Conversion – it will make or break your business

Mobile Conversion – it will make or break your business
More people are shopping and doing business on mobile devices than ever before. The burgeoning market of smartphones and tablets combined with increasingly faster network speeds has led to the prediction that mobile devices will surpass desktop devices for browsing, shopping and connecting online. Are you prepared? Where brands have optimized for mobile devices, in some cases half of their sales are now coming from mobile devices. Yet for the majority of sites, abandonment rates on mobile are dramatically higher than desktop, so what have these sites done differently? Who is spending money on mobile devices, and what are they buying, where and how? This presentation will share the secrets of success for conversions on both smartphones and tablets, and show you how each is used fundamentally differently as part of the shopping experience. Get the insights from the top rated Conversion Conference speakers, Charles Nicholls and Gemma MacNaught.

Moderator:
Paul Rouke, Founder and CEO, PRWD
Speaker:
Charles Nicholls, SVP Product Strategy, Chair the SAP Conversion Academy, SAP
Gemma MacNaught, Conversion Consultant, Conversion Factory

11.55 am
12.00 pm
Session change
12.00 pm
12.45 pm

Track 1:

Mislead by the numbers – stats for conversion optimizers

It’s all in the numbers. We live in an age of data, and those involved in conversion and marketing more so than most. Many of the tools we deal with day to day have complex maths at their core, analysing test data and determining results. But do we really understand the data? Is a significant result also valid?In this session, we’ll be looking at the foundations behind statistics and probability, and delving in to the theory behind the numbers. You’ll learn what our tools do to crunch the numbers, how to create your own tooling for when you need something that doesn’t exist, and how to turn data into useful business knowledge.

Moderator:
Kevin Gibbons, Managing Director UK, BlueGlass Interactive, Inc
Speaker:
Pete Wailes, Operations Director UK, SEOgadget.com

Track 2:

Cross device personalization

A personalised experience across devices, across visits is the key to success but also the challenge: getting people to log on, detecting if the user is logged into Facebook are just two possibilities. In this session we show how you can boost your conversion rates by offering the user a personalised experience whenever, wherever on whatever device. We also examine the technology implications of dealing with different platforms in order to implement cross device personalisation successfully.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive
Speaker:
Matthew Clayton, Co-founder, Mixcloud

Usability Case Study 3rd Sector

It’s no secret that usability is a key factor to high conversion rates, yet most companies could do a lot better when it comes to giving their users a great as opposed to a good experience. I this session Hammad Khan will give a detailed insight into the award winning CIC project. Learn how to best position interactive content in service pages, the taxonomy of linked pictures and case studies to aid user decision making and engagement, how to limit multi-page browsing and encourage more in-page interaction as well as how to most efficiently integrate CRM for enquiry tracking and end-to-end customer service.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive
Speaker:
Hammad Kahn, Founder and CEO of www.entropii.com

12.45 pm
2.00 pm
Lunch break
2.00 pm
2.45 pm

Track 1:

How to Win Friends and Influence People Online

Motivating people can be hard in person. When you try to motivate them online, it gets even harder. However the basic tenets of human interaction still apply online. Given that most of humanity has such a hard time dealing with each other, adding the “Internet Barrier” adds yet another level of difficulty.

In this session, you will learn how to improve your interpersonal skills and then how to apply those skills online. You will be able to improve your relationships at work, at home, and specifically online, through the application of the lessons learned.

Moderator:
Kevin Gibbons, Managing Director UK, BlueGlass Interactive, Inc
Speaker:
Marty A. Greif, Vice President, SiteTuners

Track 2:

Going from one website to three and back to one: lessons learned from a responsive design project at Schuh.co.uk

Since mobile has taken off, eCommerce businesses face huge new opportunities, but they come with challenges. Retailer Schuh.co.uk went from one website to three sites, one each for desktop, smartphone and tablet. The advantage in terms of device specific usability was obvious, but it also meant three sites needed to be looked after, tracked and optimized. Stuart McMillan takes us on a journey: from one site, to three sites and now back to one site. See how and why the decision was made to implement responsive design and revert to a single site, the testing and processes behind it, the challenges as well as the key factors for making this transition successful. This presentation is based on the trial run Schuh has implemented on their discount site as we write this programme – this case study couldn’t be any fresher. Stuart will share real numbers to demonstrate what the transition means for conversion rates on the different devices – so don‘t miss this session if you want unfiltered insights on how to make a responsive design project happen.

Moderator:
Paul Rouke, Founder and CEO, PRWD
Speaker:
Stuart McMillan, Deputy Head of Ecommerce, Schuh Limited

2.45 pm
2.50 pm
Session change
2.50 pm
3.30 pm

Track 1:

No one cares about your content (yet)!

We have methods, systems and software; we have books, blogs and white papers—all of which helps us produce well-articulated content and manage the HOW, WHEN and WHY of engagement for effective tactics. In this session, though, you will get a fresh look at web content by learning what to do when the expert knowledge runs out! Meet with Cliff Seal to see your existing content through the eyes of users, and learn what methods will engage your target audience sustainably and enable you to face the challenge of creating content that the users actually care about.

Moderator:
Kevin Gibbons, Managing Director UK, BlueGlass Interactive, Inc
Speaker:
Cliff Seal, Senior UX Designer , Salesforce
Mathew Sweezey, Principal of Marketing Insights, Salesforce.com Mathew Sweezey, Principal of Marketing Insights, Salesforce

Track 2:

The Meaning of Tag Management and CRO

Tag management, if fulfilling all the promises vendors are making, is every marketers dream. The systems available have matured, offering a wealth of new tracking capabilities beyond the basic functionality of simply centralising your tags – a full workflow for testing changes on live sites to ensure compatibility is just one example. But what does tag management really mean when it comes to CRO? In this session we discuss the advantages and the challenges when it comes to Tag Management and CRO. We‘ll explain how the wise Conversion Rate Optimiser uses tag management and we examine some case studies where TMS are efficiently embedded into CRO.

Moderator:
Rob Jackson, UK Managing Director, Elisa Interactive
Speaker:
Russell Sutton, Managing Director, conversion works

3.30 pm
4.00 pm
Coffee break
4.00 pm
4.30 pm

How to Optimize Call-to-Action Buttons for Maximum Conversion

Your call-to-action buttons represent the ultimate low-hanging fruit in CRO. With a few simple tweaks you can easily achieve lifts of 30 to 100 percent. In this session, you’ll get a step-by-step guide to optimizing everything from the design of the button, to the CTA copy itself. This session is based on 4 years of research and features more than 10 case studies with examples and data from real A/B tests.

Moderator:
Kevin Gibbons, Managing Director UK, BlueGlass Interactive, Inc
Speaker:
Michael Lykke Aagaard, Senior Conversion Optimization Consultant, Atcore ApS / ContentVerve.com

4.30 pm
5.15 pm

Tool Augmentation:

10 things you didn‘t know you can do with your CRO tools

You know your tools and use them to a basic/medium level but most likely you aren’t getting the most out of them? Possibly you are not aware of some of the more advanced features? If the answer is yes, this session is for you! Dave Gowans will show you advanced techniques (such as delivering a personalised experience to a user through a split testing tool or testing price points); unusual or interesting ways to use tools to extract data; interesting ways of tracking split tests (qualitative feedback, offline conversions) and ways to use CRO tools with mobile users.

Moderator:
Kevin Gibbons, Managing Director UK, BlueGlass Interactive, Inc
Speaker:
Dave Gowans, Head of Conversion Optimization, Conversion.com

5.15 pm
6.00 pm

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!
Please submit your site to email hidden; JavaScript is required (registered attendees only)

Moderator:
Kevin Gibbons, Managing Director UK, BlueGlass Interactive, Inc
Speaker:
Stephen Pavlovich, CEO, Conversion.com
Paul Rouke, Founder and CEO, PRWD
Rob Jackson, UK Managing Director, Elisa Interactive
Pete Wailes, Operations Director UK, SEOgadget.com
Craig Sullivan, CEO, Optimal Visit

6.00 pm End of conference
Agenda overview Day 1 Day 2