ATTENTION! You are currently viewing information about Conversion Conference 2014! Return to this year’s page.

Agenda at a Glance

Conversion Conference London
Olympia, London, 29-30 October, 2014

Conversion Conference - London - Day 1 - Wednesday, 29th October 2014

8:00 am
Registration
9:15 am
Welcome & Opening
9:30 am
Room: Conference Room 4
Keynote:
How mature are you? More to the point, how mature is your organisation in terms of maximizing the value of conversion rate optimisation? CRO pioneer Tim Ash will give you his perspective based on experience gained with hundreds of SiteTuners clients. See how your company stacks up in terms of knowledge and capabilities, technology & tools, organisational structure, processes and culture. Pinpoint your current level of conversion maturity and understand how to get to the next level.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Tim AshSiteTuners
CEO & Founder
Site Tuners
10:30 am
Coffee Break
10:55 am
Room: Conference Room 4
Track 1:
In this session, Craig taps into his experience of running split tests for 9 years, starting in 2005 with LOVEFiLM. Since then, he’s tested over 40M site visitors and made every stupid mistake in the book. In this refreshing session, Craig will explain all the common mistakes people are making and how you can avoid your tests giving you the wrong answers. When is your test ready? What happens if you get an inconclusive result? How long will it take? Where do I start? With answers to these questions, practical tips, guidelines and examples – you’ll learn how to apply this to your work tomorrow and improve your test success rate.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Craig Sullivan
CEO
Optimal Visit
Room: Conference Room 5
Track 2:
Understanding personas helped add $1.2b to a company’s revenue. Did we get your interest? Personas hold huge potential for your conversion rates and of course your revenue generation. In this session you will discover how you can use quantitative and qualitative data to create these personas - plus the shortcuts you can take to build these personas quickly and easily. Stephen Pavlovich will also show you how to apply these personas to your website and create a framework for conversion optimisation.
More Information
Moderator
Speaker
Stephen Pavlovichconversion.com
CEO
Conversion.com
11:40 am
Session Change for Conversion Conference and Combo Pass Holders
11:45 am
Room: Conference Room 4
Track 1:
Everyone's website leaks money. But how do you find those leaks? Finding and plugging those leaks is the key to effective conversion optimisation. Peep Laja from ConversionXL is going to teach you how to identify the leaks through conversion research, and come up with the hypotheses to plug them.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Peep Laja
Conversion Optimization Expert & Founder
Markitekt
Room: Conference Room 5
Track 2:
Whether you use them to get sign-ups, generate leads or sell products, web forms are an absolutely crucial step in your conversion funnel. While the amount of information you ask for has impact on conversion, removing fields is by no means the only way to optimize forms. Small details like privacy policies, field label alignment, and button copy have direct impact on your prospects' decisions and by extension your completion rates as well. In this session Michael Aagaard features examples from 10 real-world case studies, and you'll get answers to questions like: When should I use multiple steps? How should I align my form fields? How much copy should I use on my forms? Which tools will help me get insight on visitor behavior? And to make all of this matter a lot more you need to understand how to implement your form tracking. Simo Ahava will give you a quick tutorial of how to track forms using Google Tag Manager, before diving deep into the advanced challenges such as troubleshooting, how to get form values, multi-page forms, etc... If you have forms on your site or plan to implement forms, this session is not to be missed.
More Information
Moderator
Speakers
Michael Lykke AagaardContentVerve.com
Senior Conversion Optimization Consultant
Atcore ApS / ContentVerve.com
Simo AhavaReaktor
Senior Data Advocate
Reaktor
12:40 pm
Lunch Break
1:40 pm
Room: Conference Room 4
Keynote:
The landing page has been the workhorse of conversation optimisation for years. But it's tired. The formulaic headline, hero shot, a few bullets, and a form with a call-to-action — anything better than "Submit" — have become cliché. To engage our audiences and convert them at the high rates our profession has made its claim to fame, we must find new ways to surprise and delight them. In this keynote presentation, we will look at life beyond the landing page and give you a new toolbox of fresh ideas to pioneer the future of conversion optimisation.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Scott Brinker
President & CTO
i-on interactive
2:40 pm
Session Change for Conversion Conference & Combo Pass Holders
2:45 pm
Room: Conference Room 4
Track 1:
There is so much more than design and relevance to achieving a landing page that converts your visitors for the long run. Oli Gardner has seen over 30,000 landing pages (and that's only until now). In this session he will show you how to deconstruct your landing pages and rebuild them according to Conversion Centered Design principles, how to increase you conversions by using Contextual Design to enhance relevance and personalisation as well as tactics for some advanced content marketing lead gen optimisation.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Oli Gardner
Co-Founder
Unbounce
Room: Conference Room 5
Track 2:
Social by Design - it‘s a great idea but how can you integrate social logins, databases and processes? How can you use Social Logins for your own Online-Application effectively? Michael Praetorius will show you processes, mistakes he has made, learnings, implementation and best cases. After this session you will make Facebook & Co. work for you!
More Information
Speaker
3:30 pm
Coffee Break
3:55 pm
Room: Conference Room 4
Featured Session:
We are brains. And your brain is in the business of convincing consumer brains to part with their money. As peculiar as it sounds, the better you know how to influence their cortical proteins and fats, the higher your conversion rate will be (not to mention, the more money you might separate from your bosses brain!). In this session Bart will spoil you with mind blowing scientific insights about your brain. He will take you on a deep dive into the most effective online persuasion techniques, backing his argument with revenue & profit boosting cases. Fasten your seat belt for a roller coaster of theories, techniques & tests in this powerful session from one of Conversion Conference's highest rated speakers.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Bart SchutzOnline Dialogue
Chief Persuasion Officer
Online Dialogue
4:40 pm
Room: Conference Room 4
Sponsored Session:
Creating content isn’t enough in todays’ over-cluttered online world. Successful marketers need to concentrate on optimizing content for achieving specific goals. In this session Marc will share best practices and insights gleaned from providing 150bn content recommendations per month on how to use content to get leads, drive sales, and grow revenue. You will see examples from content marketing work with images, titles, calls to action and how each of these effects conversion.
More Information
Sponsored by
Taboola
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Andrew MilkTaboola
Head of Sponsored Content
Taboola
4:55 pm
Room: Conference Room 4
Featured Session:
In growth-obsessed Silicon Valley, conversion optimisation is emerging as a key part of the growth hacking playbook. In this session, Sean Ellis will explain how he used conversion optimisation to enable and accelerate growth at companies like Dropbox, LogMeIn and Eventbrite.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Sean Ellis
CEO
Qualaroo
5:45 pm
Networking Reception
7:00 pm
End of First Conference Day
5:55 pm
Networking Reception

Conversion Conference - London - Day 2 - Thursday, 30th October 2014

8:30 am
Registration
9:30 am
Room: Conference Room 4
Everyone's talking about how marketing needs to be more agile. But is that just a euphemism for "work faster?" It doesn't have to be. Agile marketing is actually a well-structured management methodology -- adapted from agile development practices in the software industry -- that helps marketers work in a more iterative and adaptive fashion, breaking out of traditional silos. This session will provide a whirlwind introduction to the why and how of agile marketing and discuss examples of who's been successful with it.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Scott Brinker
President & CTO
i-on interactive
10:30 am
Coffee Break
10:55 am
Room: Conference Room 4
Track 1:
The big question in A/B-testing is the trade off between exploitation and exploration. You want to use A/B-testing to get to know visitor behavior, however you will not learn much from changing button colors. Instead you should automate optimizations with multi-arm bandit algorithms. That's machine learning. In this session Ton Wesseling will show you how to decide what to automate (bandits), what to target (segmentation bandits and testing) and what to test and learn. He will also share the pitfalls of real learning and share insights on how to play this numbers game. After this session you will still not be 100% sure, but you can do better than 50% and your competitors.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Ton WesselingTesting.Agency
CEO
Testing.Agency
Room: Conference Room 5
Track 2:
Unless you work for a PPC megalith like eBay, Amazon, etc. you will eventually be out-spent by a well-funded competitor. Every company, regardless of size, has some kind of limited resource – usually money or talent. So you have to be smarter, not work harder. The winners are the ones who place the right bets, and that’s the essence of marketing strategy. When you see little start-ups like Square or Dollar Shave Club disrupting massive entrenched industries who spend billions on marketing, it’s not because they’re buying traffic. It’s because they’re out-thinking their competitors. In this talk, we will examine five specific examples of companies who have done this in different industries. You will learn how to identify your scarce resource and focus ruthlessly on the right stuff. And you’ll learn to ask the right questions, and quickly discover ways to out-think established well-funded competitors.
More Information
Moderator
Speaker
Matthew Lerner
Partner
500 Startups
11:45 am
Room: Conference Room 4
Conversion optimisation is the key for success - every attendee of Conversion Conference knows this. But you can't do it alone, you need resources and long term support from other departments and your management up to the very top. Whether you are starting a project or running it for some years already, in this session we will show you how to get your colleagues and your management excited about conversion optimsation, how to secure the internal support and how - once on board - you can use your management as an incredibly good source for fresh ideas.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Paul RoukePRWD
Founder and CEO
PRWD
11:40 am
Session Change for Conversion Conference & Combo Pass Holders
12:30 pm
Lunch Break
1:40 pm
Room: Conference Room 4
Track 1:
Part 1
It's done - Schuh went live and in this session Stuart McMillan will give you first hand insights on how the move to responsive went for one of the massive multichannel retailers in the UK. Stuart will share actionable advice, lessons learned and real numbers of success and hurdles discovered. If you are in the retailing business, this is a session not to be missed.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Stuart McMillanSchuh Limited
Deputy Head of Ecommerce
Schuh Limited
Part 2
Optimising the performance of your website through split testing will enable you to act responsibly with what you release and ultimately increase profitability. However, in order to move quickly and strategically with your split testing programme, it’s important to understand “why” tests fail, succeed or have neutral impact. In this talk, Michael will run through examples of how Shop Direct apply a user centered approach to understand user behaviour within experiments and why this is key to driving a continuous programme of testing.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Stuart McMillanSchuh Limited
Deputy Head of Ecommerce
Schuh Limited
Room: Conference Room 5
Track 2:
Part 1
Does your boss think that A/B testing is about button colours? Does your user research insight get ignored because your development backlog will take 6 months to clear? Are you building the right features and functionality into your product? In this talk Matt will explain how you can tackle all of these problems and more by rethinking how you use A/B testing. This presentation will include a range of examples as well as ideas that you can take back to the office and test.
More Information
Moderator
Speaker
Matt LaceyPRWD
Head of Optimisation
PRWD
Part 2
Imagine you are standing in front of a row of slot machines (“one-armed bandits”). You only have a limited number of coins in your pocket, but you are determined to make as much profit as possible. You suspect that the different machines have different odds of success, but you are unsure which machine is best. What should you do? This multi-armed bandit problem has many parallels with A/B testing and conversion optimisation. In this presentation, we will introduce the problem in more detail, and explain why thinking like a bandit instead of a scientist is good for business.
More Information
Moderator
Speaker
Matt LaceyPRWD
Head of Optimisation
PRWD
2:40 pm
Session Change for Conversion Conference & Combo Pass Holders
2:45 pm
Room: Conference Room 4
Track 1:
Don't copy competitors, learn from them. Your site lives in the world, and your prospects' minds, alongside many other sites. In fact, visitor expectations may be shaped by their experience on your competitors' sites. How can insights from competitors contribute to higher conversion for your site? Learn about the key predictors of conversion, high-performance patterns in and across verticals, and new ways to improve conversion by looking at the broader context in which a site or app lives.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Cian Weeresinghe
CMO
Secret Escapes
Room: Conference Room 5
Track 2:
Setting up a CRO programme, getting the buy-in and necessary resources is a huge task - in every company. Regus has over a million customers, from those in the Fortune 500 to single startups. 2000 local presences in 600 cities in 100 countries add to the complexity of this project. In this session, Ahmed Musa, Global Optimzation Manager at Regus will share with you his experience in winning the 360° support within the company and overcoming all the challenges and complexities in rolling out an international CRO programme that is focused on lead generation as well as ecommerce.
More Information
Moderator
Speaker
Ahmed Musa
Global Optimisation Manager
Regus
3:30 pm
Coffee Break
3:55 pm
Room: Conference Room 4
Where do you start when optimising an ecommerce site? How do you prioritise your tests? What are the typical low hanging fruits? Peep Laja from ConversionXL is going to give you a strategic approach to ecommerce conversion optimisation with a plethora of tactics you can implement right away.
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speaker
Peep Laja
Conversion Optimization Expert & Founder
Markitekt
4:40 pm
Session Change for Conversion Conference & Combo Pass Holders
5:30 pm
End of Conference
2:45 pm
Session Change for Conversion Conference & Combo Pass Holders
2:45 pm
Session Change for Conversion Conference & Combo Pass Holders
2:45 pm
Session Change for Conversion Conference & Combo Pass Holders
4:45 pm
Room: Conference Room 4
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 favourite, is fast-paced, unpredictable, and fun. Our conversion and usability experts will provide live, spontaneous assessments of attendee websites, 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).
More Information
Moderator
Rob JacksonElisa Interactive
UK Managing Director
Elisa Interactive
Speakers
Tim AshSiteTuners
CEO & Founder
Site Tuners
Stephen Pavlovichconversion.com
CEO
Conversion.com
Paul RoukePRWD
Founder and CEO
PRWD
Craig Sullivan
CEO
Optimal Visit

Conversion Conference - London - Day 3 - Friday, 31st October 2014

9:00 am
Workshop:
The Session Description will be available shortly.
More Information
Speaker
Tim AshSiteTuners
CEO & Founder
Site Tuners
CloseSelected Tags: