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Agenda at a Glance

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

See all Session Descriptions

Day 1 - Wednesday - 29 October, 2014

Session descriptions day 1

8.00 am

Registration

9.15 am

Welcome & Opening

9.30 am
Room: Conference Room 4

Keynote:

The Conversion Maturity Model - A Roadmap to Profitability

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Tim Ash, CEO & Founder, Site Tuners (@Tim_Ash)

10.30 am

Coffee Break

10.55 am
Room: Conference Room 4

Track 1:

20 Ways to Screw Up Your AB Testing

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Craig Sullivan, CEO, Optimal Visit (@OptimiseOrDie)

Room: Conference Room 5

Track 2:

Unlocking Huge Potential with Personas

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.
Moderator:

Michael Praetorius, CEO, NOEO (@praetorius)

Speaker:

Stephen Pavlovich, CEO, Conversion.com (@conversion_com)

11.40 am

Session Change for Conversion Conference and Combo Pass Holders

11.45 am
Room: Conference Room 4

Track 1:

Where is the Leak? How to Identify Where Websites are Leaking Money and How to Come Up with a Winning Hypotheses

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Peep Laja, Conversion Optimization Expert & Founder, Markitekt (@peeplaja)

Room: Conference Room 5

Track 2:

It's Not Just About Removing Fields: Actionable Tips for Boosting Web Form Completion Rates and Advanced Form Tracking

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.
Moderator:

Michael Praetorius, CEO, NOEO (@praetorius)

Speaker:

Michael Lykke Aagaard, Senior Conversion Optimization Consultant, Atcore ApS / ContentVerve.com (@ContentVerve)

Simo Ahava, Senior Data Advocate, Reaktor (@SimoAhava)

12.40 pm

Lunch Break

1.40 pm
Room: Conference Room 4

Keynote:

Life Beyond the Landing Page

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Scott Brinker, President & CTO, i-on interactive (@chiefmartec)

2.40 pm

Session Change for Conversion Conference & Combo Pass Holders

2.45 pm
Room: Conference Room 4

Track 1:

Holistic Landing Page Optimization Techniques That Actually Work

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Oli Gardner, Co-Founder, Unbounce (@unbounce)

Room: Conference Room 5

Track 2:

Let‘s Get Technical: How to Make Social Work for You!

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!
Speaker:
3.30 pm

Coffee Break

3.55 pm
Room: Conference Room 4

Featured Session:

The Wheel of Persuasion: 200 Techniques for Winning Customers

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Bart Schutz, Chief Persuasion Officer, Online Dialogue (@barts)

4.40 pm
Room: Conference Room 4

Sponsored Session:

Optimising Content for Conversion - What You Can Learn from Thousands of Content Marketing Campaigns

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Andrew Milk, Head of Sponsored Content, Taboola

4.55 pm
Room: Conference Room 4

Featured Session:

Dropbox’s First Marketer Reveals How Conversion Optimisation Has Become a Key Part of Silicon Valley’s Growth Hacking Playbook

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Sean Ellis, CEO, Qualaroo (@SeanEllis )

5.45 pm

Networking Reception

7.00 pm

End of First Conference Day


Day 2 - Thursday - 30 October, 2014

Session descriptions day 2

8.30 am

Registration

9.30 am
Room: Conference Room 4

Agile Marketing - The Why and the How

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Scott Brinker, President & CTO, i-on interactive (@chiefmartec)

10.30 am

Coffee Break

10.55 am
Room: Conference Room 4

Track 1:

Machine Learning & Big Data

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Ton Wesseling, CEO, Testing.Agency (@tonw)

Room: Conference Room 5

Track 2:

Disruptive Marketing: Out-think Your Well-funded Competitors by Focusing on the Right Stuff

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.
Moderator:

Michael Praetorius, CEO, NOEO (@praetorius)

Speaker:

Matthew Lerner, Partner, 500 Startups

11.40 am

Session Change for Conversion Conference & Combo Pass Holders

11.45 am
Room: Conference Room 4

Because You Can't Do It Alone - Making the Cultural Change Happen in Your Company

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Paul Rouke, Founder and CEO, PRWD (@paulrouke)

12.30 pm

Lunch Break

1.40 pm
Room: Conference Room 4

Track 1:

Schuh Responsive: Lessons Learned from a Massive Multichannel Retailer

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Stuart McMillan, Deputy Head of Ecommerce, Schuh Limited (@mcmillanstu)

Fail Fast / Learn Fast – Understanding the “Why” Behind Conversion at Shop Direct

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Michael Quek, User Experience Manager, Shop Direct (@Mikequek)

Room: Conference Room 5

Track 2:

More Than UI Tweaking: Testing Business Hypotheses & Data Driven Product Development

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.
Moderator:

Michael Praetorius, CEO, NOEO (@praetorius)

Speaker:

Matt Lacey, Head of Optimisation, PRWD (@matt_lacey12)

Testing: Why Thinking Like a Bandit Instead of a Scientist is Good for Business

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.
Moderator:

Michael Praetorius, CEO, NOEO (@praetorius)

Speaker:

Lukas Vermeer, Data Scientist, Booking.com (@lukasvermeer)

2.40 pm

Session Change for Conversion Conference & Combo Pass Holders

2.45 pm
Room: Conference Room 4

Track 1:

Competitive Analysis for Higher Conversion

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Cian Weeresinghe, CMO, Secret Escapes

Room: Conference Room 5

Track 2:

Rolling Out an International CRO Programme with 360° Support from all Stakeholders

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.
Moderator:

Michael Praetorius, CEO, NOEO (@praetorius)

Speaker:

Ahmed Musa, Global Optimisation Manager, Regus (@ahmedkjm)

3.30 pm

Coffee Break

3.55 pm
Room: Conference Room 4

Conversion Optimization for Ecommerce

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.
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Peep Laja, Conversion Optimization Expert & Founder, Markitekt (@peeplaja)

4.40 pm

Session Change for Conversion Conference & Combo Pass Holders

4.45 pm
Room: Conference Room 4

Live Landing Page Reviews

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).
Moderator:

Rob Jackson, UK Managing Director, Elisa Interactive (@conversion_guru)

Speaker:

Tim Ash, CEO & Founder, Site Tuners (@Tim_Ash)

Paul Rouke, Founder and CEO, PRWD (@paulrouke)

Stephen Pavlovich, CEO, Conversion.com (@conversion_com)

Craig Sullivan, CEO, Optimal Visit (@OptimiseOrDie)

5.30 pm

End of Conference


Day 3 - Friday - 31 October, 2014

Session descriptions day 3