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Agenda

Conversion Conference London
etc.venues, 155 Bishopsgate, 28-29 October, 2015


See all Session Descriptions

Day 1 - Wednesday - 28 October, 2015

Session descriptions day 1

8.00 am

Registration

9.15 am
Room: Broadgate 2

Welcome & Opening

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

9.30 am
Room: Broadgate 2

Opening Featured Session: Conversion Optimisation 2016

Our conference chair Stephen Pavolvich and long time conversion veteran Craig Sullivan will kick off two days of intensive learning and networking. As Conversion optimisation is becoming more integrated with disciplines like analytics, psychology and product development, your roles as Conversion Optimisers has changed. What does this mean for businesses? What are the opportunities for optimisers? What are companies and people doing wrong? Come and find out!
Speaker:

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

Craig Sullivan, CEO, Optimal Visit (@OptimiseOrDie)

10.30 am

Coffee Break

10.55 am
Room: Broadgate 2

Track 1

How to Create Better A/B Tests and Why You Shouldn’t Bank on Best Practices

"The web is full of best practices and results of AB-tests. Can’t you just copy those, lie back and watch your conversion rates go up? Bad idea. Best practices don’t always work. In this session Karl Gilles will prove that with lots of examples. So, what to do instead? Just test every idea that pops into your head? No again! That will result in bitter disappointment because your tests will fail over and over again. The key is to get to know your visitors before you start testing. Research their behavior on your website. Learn in this session how to create AB-tests that really make a difference thanks to user research. So you can focus on what your visitors want: their needs, their priorities and their actions.
Moderator:

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

Speaker:

Karl Gilis, Co-founder, AGConsult (@AGConsult)

Room: Broadgate 1

Track 2

Shop Direct Experimentation – A Way of Learning

Shop Direct drives change through data informed Experimentation. This is driven through their User Experience team made up of User Researchers, Designers, Devs and QA. We introduced our world class ‘Experimentation at Scale’ strategy to learn more and faster through A/B experiments. Experiments enable us to make quick and nimble changes to our websites, removing assumptions, to learn which ideas improve key metrics and should be iterated upon, and which ideas need to fail fast. Gareth Holder will discuss the journey the team have been on to Move from operating 20 experiments per month to 100 experiments per month. That’s more experiments in one month than the majority of our competitors will aim to launch in a full year. This scale also offers us the opportunity to run every notable change to our website as an experiment, and effectively operate experiments across most customer journey touch points at all From UX lab to Large Scale Experimentation and back to the UX Lab, the team are able to perform small and large scale experiments to drive insight and change while ensuring our customers experience is always the priority.
Moderator:

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

Speaker:

Gareth Holder, UX Research, Shop Direct (@gmh_7)

11.40 am

Session Change for Conversion Conference and Combo Pass Holders

11.45 am
Room: Broadgate 2

Track 1:

Collecting Meaningful Data for Conversion Optimization

It's a data storm and the key to conversion optimization starts with finding and collecting meaningful data. In this session Simo Ahava is taking a very close look at the top of the funnel. He will show you how you filter what matters to the systems which do the personalization, the targeting, and the testing, so your conversion optimization efforts are based on evidence, not data blur.
Moderator:

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

Speaker:

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

Room: Broadgate 1

Track 2:

A Whole New Dimension of Insights: Advanced Analytics Across Multiple Platforms for CRO

Most start-ups and SMBs can easily work with a set up that consists of the digital analytics tools that we all know. And who doesn't connect their user IDs to their current on site behavior for users. But what if you're scaling your business (across multiple platforms or sites) and want to go more advanced by combining these data sets. It could create a whole new dimension of insights for you that you never had access to: heat map data for all your devices, combined with the e-commerce data from your third party providers and the A/B testing set up that you already had in place for your CRO efforts.
Moderator:

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

Speaker:

Martijn Scheijbeler, Lead Growth, SEO & Analytics, The Next Web (@MartijnSch)

12.30 pm

Lunch Break

1.40 pm
Room: Broadgate 2

Keynote:

From Storytelling to Microtargeting: From Obama for America to Ready for Hillary — The Next Practice Campaigning

In today’s 24/7 rapid response media environment it is more difficult than ever to cut through the noise and get your message heard. As US presidential candidates ramp up their 2016 campaigns they aim to set a new standard for how campaigns and organizations communicate by changing the way new media is used to set the agenda, engage their audience and control the message. Veteran campaign strategist Julius van de Laar will pull back the curtain and take you inside „The War Room“ to provide a behind the scenes look how cutting edge campaign strategies are crafted and ruthlessly executed. During his keynote he will focus on:
Shaping Your Message: How to develop your campaign strategy, frame your argument and shape the public debate.
Reaching Your Audience: How effective campaigns use social media, big data, predictive analytics and microtargeting strategies to reach and persuade their key audiences.
Engaging Your Audience: How to persuade critical stakeholders, find key influencers and empower your supporters to become the backbone of your campaigning-machine.
Moderator:

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

Speaker:

Julius van de Laar, Digital Media Strategist & Campaigns Consultant, van de Laar | Campaigning (@juliusvandelaar)

2.40 pm

Session Change for Conversion Conference and Combo Pass Holders

2.45 pm
Room: Broadgate 2

Track 1

Data-Driven User Experiences

Luigi will demonstrate how to leverage user-centric data from Google Analytics reporting to personalize site experiences and enhance marketing optimization strategies with the end goal of improving customer acquisition & retention rates.
Moderator:

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

Speaker:

Luigi Reggiani, Head of Data Analytics, Google

Room: Broadgate 1

Track 2

Why test? Are we testing to learn? What type of tests shall we run? Shall we do more testing?

Big questions which are shaping our industry. As businesses, the more you develop your testing culture, the more you will need to understand the why behind the many different thought processes to testing. Crucially your resources, budgets, traffic, culture and growth ambitions all play a key role in influencing what exactly you should be testing and how. In this thought provoking talk Paul will share a wide range of insights and tips so you can significantly improve your decision making and impact optimisation is having on your business.
Moderator:

Craig Sullivan, CEO, Optimal Visit (@OptimiseOrDie)

Speaker:

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

3.30 pm

Coffee Break

3.55 pm
Room: Broadgate 2

Track 1:

Drunk User Testing / UX Insights from a Drunk Guy

“Hold my beer.” Those three words have preceded some of the greatest moments in history. But who would’ve thought they’d pave the way for an epic user testing session? In this talk, Austin Knight (UX Designer at HubSpot) will discuss a drunken usability experiment and the unexpected influence that it had on the way that user research is conducted. Learn about new and unconventional methods for overcoming the struggles and pitfalls of traditional user testing, obtaining true and honest user feedback, and verifying the usability and simplicity of a design. Discover the resulting impact on bottom-line metrics like conversion rate, retention, engagement, and revenue. Walk away with a list of tools that you can use to conduct similar research and experiments on your own projects. Finally, learn about what it means to have a Culture of UX and gain actionable advice on how you can create it within your own company.
Moderator:

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

Speaker:

Austin Knight, UX Designer, HubSpot (@ustinKnight)

Room: Broadgate 1

Track 2:

Your Results are Invalid: Advanced Statistics for CRO

In this session, Tom Capper will explain and debunk statistical misunderstandings that have become endemic in the CRO industry, from poor understanding of significance itself through to bad test procedure and underutilised methods and metrics.
Moderator:

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

Speaker:

Tom Capper, Analytics Consultant, Distilled (@THCapper)

4.40 pm

Session Change for Conversion Conference and Combo Pass Holders

4.45 pm
Room: Broadgate 2

Featured Session

Personalize or Die – The Art & Science of Relevance in Conversion

Customer experience today is almost universally poor – marketers target consumers by the million, blasting them with irrelevant emails, stalking them around the web with annoying ads, and when they arrive at a site, they are hit with merchandising what the site needs to sell, ignoring whether it might be of any relevance to the customer. It doesn’t have to be this way. As customers navigate a site, they are giving us lots of signals about their intent – what they are interested in, and what they aren’t: the individual customer’s context. These signals of intent enable sites to transform the customer experience into one that is uniquely individual. But in order to do this we need to listen to what our customers are telling us. In this session, using hard data and lots of examples, we’ll show you how to leverage ‘contextual’ marketing and merchandising to make the customer experience dramatically better, and in doing so reinvent the way that we think about conversions.
Moderator:

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

Speaker:

Charles Nicholls, SVP Product Strategy, Chair the SAP Conversion Academy, SAP (@webconversion)

5.45 pm

Networking Reception

7.00 pm

End of First Conference Day


Day 2 - Thursday - 29 October, 2015

Session descriptions day 2

8.30 am

Registration

9.30 am
Room: Broadgate 2

Top Optimisation Mistakes & How To Learn From Them

Chris McCormick spent the last 5 years working client side as part of a fast paced, data driven ‘test and learn’ culture. He is now working at a CRO agency, with a range of businesses at different levels of maturity. Based on his experience, from both sides, client and consultant, he will share some of the optimisation mistakes made by businesses and show you how to avoid them, to fast track your own optimisation process.
Moderator:

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

Speaker:

Chris McCormick, Optimisation Strategist, PRWD (@Mccormick_26)

Transforming a Global Business into an Experimentation Centre of Excellence - An Uphill Battle

Trend Micro, a global leader in IT security, develops innovative security solutions that make the world safer for businesses and consumers to exchange digital information, protecting over 100 million customers worldwide. In mid 2014 they didn’t have any form of optimisation strategy, they lacked any insightful customer understanding, and they were overly reliant on external agencies to manage their digital presence across Europe. Trend Micro EMEA’s Manager of Global Business Operations, Derek Gallagher was tasked with transforming their business to become truly customer centric and make conversion optimisation central to their growth ambitions. Not only that, but the goal of Trend Micro’s EMEA team was to become the business’s centre of excellence, which their worldwide regions would look to. In this behind the scenes look at a global brand, Derek will share what have been the five defining elements on their journey of cultural transformation – and most importantly what lessons they have learnt which you can utilise to fast track your business transformation.
Moderator:

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

Speaker:

Derek Gallagher, Conversion Optimisation Manager, Trend Micro (@DerekGallagher)

10.30 am

Coffee Break

10.55 am
Room: Broadgate 2

Track 1:

Conversion Techniques for the Cross Channel, Multi-Device Buyer

As mobile use has exploded, shoppers are using an average of 2.6 devices across 1.5 channels on their journey to purchase. Mobile devices are used for browsing, researching products in store, but increasingly also for making purchases. Mobile is becoming the ‘glue’ between the online and physical stores, and the advent of geo-targeting, mobile wallets and beacons provide exciting opportunities to reach shoppers in the mall and in store with relevant 1-to-1 marketing for the first time. But how should retailers and brands capitalize on these changes in behavior? What techniques work in driving conversions across channels, and how can they be measured? Based on new research of more than eighty million consumers, Charles will share insights into buyer behavior revealing how shoppers are using different channels and devices as part of the same purchase path.
Moderator:

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

Speaker:

Charles Nicholls, SVP Product Strategy, Chair the SAP Conversion Academy, SAP (@webconversion)

Room: Broadgate 1

Track 2:

Omni-Channel UX Research with Eye Tracking

Unless you understand the experience your customer gets on your site it will be difficult to come up with the best hypotheses for CRO & Personalisation. And one effective way to gain that understanding is to literally look through the eyes of the user as they experience an end-to-end customer journey. In this session Chris Gibbins will carry out a live demo on stage using state of the art eye tracking glasses. But it's not all about the cool technology, Chris will also talk about the practical side of conducting research for CRO and how to embed these best practices into your organisation.
Moderator:

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

Speaker:

Chris Gibbins, Head of User Experience, Red Eye International Ltd (@cjgibbins)

11.40 am

Session Change for Conversion COnference and Combo Pass Holders

11.45 am
Room: Broadgate 2

Keynote:

Bang! 15 Cases of Real CRO Impact by Applying Data & Psychology

There are a lot of opinions, theories, advice and frameworks about what you should do in conversion rate optimization, but how about the real success stories? The ones who came, saw and conquered? Time to show proof! Bart Schutz and Ton Wesseling will take you from Sweden to Poland to Hungary to the Netherlands and show you how applying data and psychology has been growing business all over Europe.
Moderator:

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

Speaker:

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

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

12.30 pm

Lunch Break

1.40 pm
Room: Broadgate 2

Track 1:

Interaction between channels for the GORE-TEX® brand: Conversion Optimisation for complex multichannel campaigns

Campaigns with multiple touch points, different target groups,multinational and all of the above targeted at B-to-C-to-B. Sounds complex? It is! In spring 2015 W. L. GORE & Associates introduced a new brand by implementing a multichannel project as complex as this. Consumers were targeted on many different channels (search, display, TV, YouTube, etc. ) in Europe and the USA. The goal was to increase the sales of partner brands. In complex campaigns such as this determining which KPIs make sense, which scenarios can be implemented successfully if you a looking for B-to-C-to- B interaction, which campaigns are successful and how they perform when you have international benchmarks is challenging. In this session Dr. Korbinian Spann shows you how they tackled the challenge.
Moderator:

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

Speaker:

Dr. Korbinian Spann, SEM, W. L. Gore & Associates GmbH (@dr_ksp)

Improving Customer Targeting with Mobile Data

In order to make effective business decisions to help converting your visitors into customers, geo-spatial information around the decision subject has become a very effective tool. But in many cases it is hard, even impossible to get precise positioning data, especially in real-time due to the costs & technical limitations. Location data derived from the cellular network infrastructure, processed in a sustainable way, can help to fill these gaps. In this presentation Victor will present some cases from the retail, tourism and banking industry that show you can deploy a real time trend monitor based on mobile data and react faster on trend changes and how you can reduce the size of geo-fances for footfall and dwell-time analytics to improve your customer targeting for better conversion.
Moderator:

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

Speaker:

Victor Schlegel, Head Business Intelligence/BigData Services, Swisscom Schweiz AG

Room: Broadgate 1

Track 2:

Why Your Responsive Site is Harming Your Conversion Rate

The smartphone boom and Google's recent algorithm changes have changed mobile-first and responsive sites from trendy buzz-words to industry standards. Most sites, however, are losing millions of pounds of revenue through a "one size fits all" approach that tries to satisfy everyone but fails to meet anyone's actual needs. Dave will look at good and bad examples of responsive designs and examine why responsive sites usually fail to address the real needs of their visitors and why this is costing businesses so much money. He will explain how to identify your key user groups and and understand their motivations and concerns. By taking this insight, he will show how you can create and test practical solutions that will boost your conversion rate without sacrificing the benefits of a responsive site.
Moderator:

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

Speaker:

Dave Gowans, Head of Conversion Optimization, Conversion.com (@conversionfac)

2.40 pm

Session Change for Conversion Conference and Combo Pass Holders

2.45 pm
Room: Broadgate 2

Track 1:

Using Strategic Competitor Analysis to Improve Your Conversion Rate

Struggling to keep up with your competitors? Competitive analysis can be a great way to turn that around. It allows you to learn from your competitors, anticipate their moves and benefit from them. By applying a scientific method to that process, the learnings you will get will be more structured, relevant and integrated, thus allowing well-founded A/B tests and ultimately strategic corporate decisions to be based on them. In this presentation you'll learn about a comprehensive framework for gathering such competitive intelligence using a scientific method. After the presentation you'll also receive a extensive list of items to consider when performing user testing as a part of strategic competitive intelligence gathering.
Moderator:

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

Speaker:

Theo van der Zee, Owner, ConversionReview (@theovdzee)

Room: Broadgate 1

Track 2

Digital Analytics as a Driver: Integrating with Agile Optimisation

Many businesses feel the right place for digital analytics is in a service centre. Dan posits this approach actually degrades the true abilities of analysts and the value they bring to the table. Speaking from personal experience, Dan offers better procedures and structures to bring customer-focused analytics to the forefront of driving business change, and how to integrate analytics in an increasingly agile digital organization.
Moderator:

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

Speaker:

Dan Grainger, Lead Online Conversion Analyst, TUI (@dangrainger)

3.30 pm

Coffee Break

3.55 pm
Room: Broadgate 2

Featured Session

Internet Economy Experimentation

This talk will introduce the mission to create an ‘Internet Economy’ experimentation ecosystem at Skyscanner. You'll meet Dr Jekyll - the A/B testing platform aiming to guide every step of the process, from designing and deploying effective experiments, to analysing and sharing them.
Moderator:

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

Speaker:

Colin McFarland, Head of CRO, Skyscanner (@MCFRL)

4.40 pm

Session Change for Conversion Conference and Combo Pass Holders

4.45 pm
Room: Broadgate 2

Live Landing Page Review - Focus Mobile

Know your mobile 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:

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

Speaker:

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

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

Craig Sullivan, CEO, Optimal Visit (@OptimiseOrDie)

5.30 pm

End of Conference


Workshops – Friday, 30 October, 2015

9.00 am
4.30 pm

Workshop:

Persuasive Psychology Class – Optimize Your Website

Instructor:

Ton Wesseling, CEO,
Testing.Agency

Bart Schutz, Chief Persuasion Officer,
Online Dialogue

9.00 am
4.30 pm

Workshop:

Dashboard & Data Visualization (with Tableau) „Oh magic tool, reveal to me what I can’t see“

Instructor:

Stéphane Hamel, Digital Analytics Thought Leader,
Consultant