Agenda

Conversion Conference London
etc.venues, 200 Aldersgate, 11-12 October, 2017


Digital Growth Unleashed - London - Day 1 - Wednesday, 11th October 2017

8:00 am
Registration
9:15 am
Room: Premium 1+2
Welcome & Opening

Welcome!

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Speaker
Stephen Pavlovichconversion.com
CEO
Conversion.com
9:30 am
Room: Premium 1+2
Keynote:
  • Scaling a Testing Culture
  • Complex topics explained through simple stories
  • If you run A/B tests for conversion optimisation, this session is for you

Lukas Vermeer works for a company that runs more than a thousand experiments every day. He is responsible for the internal tooling and training that helps product development improve the customer experience in measurable steps. In this session, Lukas will share some „statistical stories“ that have helped scale their testing culture. Complex topics, such as early stopping rules; false positives and false negatives; sample ratio mismatch; and selective attrition, are all explained through simple stories that can help anyone understand their test results better. If you run A/B tests for conversion optimisation, this session is for you. 

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Speaker
Lukas VermeerBooking.com
Data Scientist
Booking.com
AttractPersuadeAll Levels
10:25 am

Short and sweet, before the coffee break.

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10:30 am
Coffee Break
10:55 am
Room: Premium 1+2
Track 1:
  • How to extract useful data from almost any site - with minimal time and effort
  • Learn what you need to model and automate discovery work
  • With downloadable reports, templates and guides

In this session, Craig will show you how he does modelling of sites using Google Analytics - to find out where there are latent opportunities in the flow of visitors and delight. Using a range of API tools, google analytics reports, segments, sketching and modelling techniques, he'll show you how to extract useful data from almost any site - with minimal time and effort. Craig is sharing these useful Google Analytics hacks for the first time as he walks you through the mixture of techniques he uses to isolate site blockages. In this session, you'll learn what you need to model and automate discovery work, leaving you more much more time to actually grow the business. With downloadable reports, templates and guides, you'll have everything you need to get started tomorrow!

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Speaker
Craig Sullivan
CEO
Optimal Visit
Growth TechAdvanced
Room: Premium 3
Track 2:
Part 1
  • Growth comes from a mix of behavioural psychology, coding, creative marketing and data analysis
  • Any size company can avail of the already available tools out there to achieve growthl
  • Learnings, tools, tactics and techniques to start a successful Growth Marketing journey

Growth comes from a mix of behavioural psychology, coding, creative marketing and data analysis. Having spent the last couple of years building, coaching and training regiments of growth teams and growth marketers, in this talk I'll run you through some of the latest stories, learnings and tricks I've learned along the way. A brief but information-packed masterclass covering the learnings, tools, tactic and tricks that will start you on your Growth Marketing journey.

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Speaker
Ferdinand Goetzen
Trainer
Growth Tribe
ServeAll Levels
Part 2
  • How a full stack marketer has evolved to become a highly technical, creative and execution focussed Swiss army knife
  • How to give companies the edge by wearing many hats  
  • How to utilise a wide range of CRO techniques to improve campaigns with practical examples and takeaways

Depesh started his career as a developer, fell into CRO, and is now a full stack marketer. In this session, he'll talk about his experience of how full stack marketers have evolved to become highly technical, creative and execution focussed Swiss army knives, capable of running high performance awareness, acquisition and retention campaigns. Full stack marketers are giving companies the edge by wearing many hats with a relentless focus on results across the customer journey. Learn how full stack marketers utilise a wide range of CRO techniques to improve campaigns with practical examples and takeaways.

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Speaker
Ferdinand Goetzen
Trainer
Growth Tribe
PersuadeServeGrowth TechAll Levels
11:40 am
Session Change for Digital Growth Unleashed and Combo Pass Holders
11:45 am
Room: Premium 1+2
Track 1:
  • The 3 critical elements about copy writing
  • Identifying the disconnect between all three and the consequences (customer’s don’t realise the value of your offer)
  • How to write copy that breaks through the noise

When you write copy, there are 3 critical elements: What you KNOW about your product, what you WRITE about your product, and what your customer THINKS you mean. Unfortunately, it’s too easy to have a disconnect between all three, and when that happens, customer’s don’t realise the true value of what you have to offer. In this talk, you’ll identify any disconnect in your own marketing, and learn how to write copy that breaks through the noise, differentiates your brand, and speaks to your customers’ desires.

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Speaker
PersuadeAll Levels
Room: Premium 3
Track 2:
  • Companies need to iron out potential issues before they start optimizing
  • Functionality testing is the key, but done by very few companies
  • Instead of buggy test, that create inaccurate results, functionality testing helps to unearth hidden revenue

Whilst we are all busy optimizing away, we are missing a fundamental key to the puzzle: we are not functionality testing (ie bug hunting) the very websites we are optimising. Instead of releasing buggy tests that are harming our data and creating results that are not accurate, we can unearth hidden revenue by fixing functional issues for what is already there. It’s a simple simple process and we do not only find money but we also create a better website to build our tests on by ironing out potential issues before we start. In this session Abi will illustrate the process of functionality testing a website and give you examples of why functionality testing is so important.

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Speaker
Abi HoughEndless Gain
Device Experience Director
Endless Gain
PersuadeServeAdvanced
12:30 pm
Lunch Break
1:40 pm
Room: Premium 1+2
Keynote:
  • Why you should treat your web site and your first date in the same way
  • 10 universal but often forgotten conversion principles
  • Tips you can use for both conversion optimization and dating

There are many parallels between how you should treat your web site and your first date. At least: if you want them to end in a successful relationship. Build around 10 universal but often forgotten conversion principles, Karl shares lots of cases that illustrate how you can sell more and convince your visitors with these principles. He shows the data and how he came up with those ideas. Yes, you can use these tips for dating too. But be aware: Karl is a user research and conversion specialist. Not a dating expert.

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Speaker
Karl GilisAGConsult
Co-founder
AGConsult
PersuadeServeAll Levels
2:40 pm
Session Change for Digital Growth Unleashed and Combo Pass Holders
2:45 pm
Room: Premium 1+2
Track 1:
  • Fourteen elements that the world's winning websites get right
  • Identifying which of your “cylinders” isn't firing
  • Tips for growing businesses of all sizes

Based on ten years of research, Dr Karl Blanks has identified fourteen elements that the world's winning websites get right. If you're looking to massively grow your sales, your biggest opportunity comes from identifying which of your “cylinders” isn't firing. Contains lots of tips for growing businesses of all sizes.

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Speaker
Dr. Karl BlanksConversion Rate Experts
Chairman
Conversion Rate Experts
PersuadeServeAlle Levels
Room: Premium 3
Track 2:
  • Copy is one of the biggest needle movers in split tests
  • How to approach copy at every stage of the customer journey
  • Underlying theories and techniques, including purchasing decision hierarchy, biases and embedded commands

Some of the biggest needle movers in split tests are down to copy alone. Words are powerful and neuroscience research has given CRO copywriters even more tools to persuade web visitors to act. Find out how Mel Henson, one of the UK’s leading CRO copywriters approaches copy at every stage of the customer journey. Illustrated with numerous before and after and after examples, Mel not only shows the words that got results but also explains the underlying theories and techniques, including purchasing decision hierarchy, biases and embedded commands.

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Speaker
Mel HensonAWA digital
Head of Creative
AWA digita
PersuadeServeAll Levels
3:30 pm
Coffee Break
3:55 pm
Room: Premium 1+2
Featured Session:
  • Lovehoney's approach to optimising for user segments
  • How to use experience maps to build a picture of real users
  • Plotting the pain points and opportunities, using research analysis to form hypotheses and tests

Matthew from Lovehoney and freelance UX consultant Jesmond will share their approach to optimising for user segments. They’ll walk through their end-to-end approach: documenting business knowledge and assumptions, using qualitative research to build a user experience map, and using that map to translate opportunities and pain points into hypotheses and tests.

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Speakers
Jesmond Allen
User Experience Consultant
Matthew CurryLovehoney
Head of Ecommerce
LH Group
PersuadeServeAdvanced
4:40 pm
Session Change for Digital Growth Unleashed and Combo Pass Holders
4:45 pm
Room: Premium 1+2
Keynote:
  • Business of all sizes struggle with the implementation and scaling of experimentation
  • How to augment experimentation within a business
  • Driving a data-focussed culture to deliver a competitive edge

The value of experimentation is well known, and yet the implementation and scaling of experimentation from niche to pervasive is frequently a stumbling block and an area that business of all sizes struggle in. Colin McFarland, Head of Experimentation at Skyscanner, led the global travel search business from small-scale experimentation to a state where the practice is ingrained, with hundreds of experiments undertaken each month.

This talk will give practical steering in how to augment experimentation within a business, looking at the case for causality, common pitfalls to avoid, the importance of building tooling and education, and driving the data-focussed culture that is so essential in delivering a competitive edge.

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Speaker
Colin McFarlandSkyscanner
Director, Experimentation
Skyscanner
PersuadeServeAdvanced
5:45 pm
Networking Reception
7:00 pm
End of First Conference Day

Digital Growth Unleashed - London - Day 2 - Thursday, 12th October 2017

8:30 am
Registration
9:30 am
Room: Premium 1+2
Featured Session
  • The Impact of new technology and big data turned 
  • The Meaning for marketers who are analysing data, gathering insights and making prediction
  • How do we distinguish between the results and data we can trust from that we should ignore

At a time of such political uncertainty and such phenomenal access to information, how should we best make decisions for our future? How has the impact of things like new technology and big data turned the world upside down? What does that mean for marketers who are analysing data, gathering insights and making predictions? In the aftermath of Brexit and as we move forward to unknown times how do we distinguish between the results and data we can trust from that we should ignore? Joe will give you the answers to these questions form the data perspective.

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Speaker
Joe TwymanYouGov
Head of Political and Social Research
YouGov
Growth TechAll Levels
10:30 am
Coffee Break
10:55 am
Room: Premium 1+2
Track 1:
  • Most businesses are a long way off developing a mature, strategic approach to conversion optimisation
  • The four pillars of conversion optimisation maturity and areas you need to focus on
  • Becoming customer led and developing a growth mindset, just like Amazon

"Most if not all businesses are now “doing” conversion optimisation and are running A/B tests. There is a testing tool in place, there are lots of ideas for testing, and testing is well underway. However the harsh reality is, that most businesses are typically a long way off developing a mature, strategic approach to conversion optimisation. In this session Paul Rouke will outline the four pillars of conversion optimisation maturity, and the most important areas you need to focus on to mature your business - whilst simultaneously becoming customer led and developing a growth mindset, just like Amazon.

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Speaker
Paul RoukePRWD
Founder and CEO
PRWD
AttractPersuadeServeAll Levels
Room: Premium 3
Track 2:
  • Judging how much or how little localisation is needed
  • Process for understanding customers providing relevant and highly converting content
  • Successful and less successful examples

When expanding globally the greatest conversion challenge is how far to go to generate maximum return addressing questions such as: Localise web pages or use English? How to research and understand target customers Accommodating cultural norms into web pages? Risks of comparing analytics between countries? Accommodating payment methods? Taking account of device use by country? In this session Andy will consider the process to judge how much or how little localisation is needed and the process for understanding customers providing relevant and highly converting content. Successful and less successful examples will be presented and we will also map the world in terms of degree of localisation needed for successful conversion.

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Speaker
Andy Atkins-KrügerWebcertain
CEO
Webcertain
AttractPersuadeAll Levels
11:40 am
Session Change for Digital Growth Unleashed and Combo Pass Holders
11:45 am
Room: Premium 1+2
Keynote:
  • How to use testing to improve your product strategy
  • Tracing the product lifecycle from conception to launch
  • Big red button test, minimum viable product and AB test

Rohit and Ian from Secret Escapes will share how testing is being used in product development. They'll trace the product lifecycle from conception to launch, talking through the initial idea, the big red button test, minimum viable product and AB test. You'll come away knowing how testing can be used not just to improve your website – but how it can improve your product strategy too.

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Speakers
Rohit GuptaSecret Escapes
Head of R&D
Secret Escapes
Ian RobinsonSecret Escapes
Design Lead
Secret Escapes
Growth TechAll Levels
12:30 pm
Lunch Break
1:40 pm
Room: Premium 1+2
Track 1:
Part 1
  • Analyse macro and micro level data
  • How to gain a real understanding who your visitors are
  • Learn about the different types of visitors and how they interact with your site and apps

Web analytics provide us with a wealth of data, but they don't easily reveal who the visitors really are, how they really behave and what they think about our products and services. In this session, Charles will focus on how you can collect and analyse both macro and micro level data about your visitors using relevant practical examples and case studies. This will allow you to build up a far greater understanding of the different types of visitors and how they interact with your site and apps.

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Moderator
Stephen Pavlovichconversion.com
CEO
Conversion.com
PersuadeServeAll Levels
Part 2
  • Hypothesis testing in more flexible and creative way
  • New ways to approach questions from business stakeholders
  • Roadmap planning phase as well as during and after the experiment

The tried and tested tools of the hypothesis testing trade are statistical tests like t-test and chi square test. Developed before computing was available, they are often laden with assumptions about the underlying data because that is the only way we could approximate reality in pre-computing days. But these days processing power is plentiful and cheap. While classical techniques are unlikely to go away anytime soon, we have a  host of other techniques at our disposal that enable us to approach hypothesis testing in a more flexible and creative way. In this session Carmen will look at resampling and several of its use cases:
- build business cases for / against running an experiment
- measure other statistics like the median and total revenue
- simulate how often we would detect false positives or fail to detect true positives if business reality prevents us from being able to follow the spirit of hypothesis testing to the letter.
You will come away with new ways to approach questions from business stakeholders both in the roadmap planning phase as well as during and after the experiment.

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Growth TechAdvanced
Room: Premium 3
Track 2:
Part 1
  • Leverage the testing of your emails to improve the performance of your other marketing acquisition and conversion channels
  • Learn how to build hypothesis into your emails, drive the actions that provide the answers you're looking for and much more
  • See how to test for long-term results as well as short-term results

You create and send regular emails to your database as part of your marketing channel mix. You no doubt run tests on what works best to improve your email marketing. But do you use your emails to test hypotheses that could inform and improve your other channels - such as PPC ads, website copy and page design, banner ads - to improve engagement and conversion rates? This is what we call Holistic Testing. Aimed at marketing professionals looking to push the power of their email marketing, this session reveals how to leverage the testing ability of your emails to improve the performance of your other marketing acquisition and conversion channels. Your email database contains the valuable opinion of prospects and customers already engaged in your brand. This session will be packed full of practical tips and advice on how to use your email channel as a testing ground to derive useful insights. In this session you will learn how to build a hypothesis into your emails, to drive the actions that provide the answers you're looking for,  use a push channel such as email to inform and improve pull channel performance and test for long-term results as well as short-term results.

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Speaker
Kath PayHolistic Email Marketing
CEO & Founder
Holistic Email Marketing
AttractAll Levels
Part 2
  • How to get more conversions out of your existing CRM tools & processes
  • Small changes in targeting that can lead to big improvements in performance
  • Plus, top email marketing tips & examples that boost OR, CTR & CVR


    More than ever, marketers are looking for new technology to drive growth – be it automation tools or a multi-channel, single view of the customer. But all too often, the resources & experience required to achieve this represents a barrier to enablement. That means marketers need to remain savvy and leverage their existing email marketing programme to break down those barriers and validate investment for the future. In this session, Robert Simons will share how Treatwell has developed their existing email marketing programme, where some small but creative changes have led to massive improvements in their growth.

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    Speaker
    Kath PayHolistic Email Marketing
    CEO & Founder
    Holistic Email Marketing
    AttractAll Levels
    2:40 pm
    Session Change for Digital Growth Unleashed and Combo Pass Holders
    2:45 pm
    Room: Premium 1+2
    Featured Session:
    • What does integrated marketing mean to CRO ninjas working in both search and social space
    • 5 tactics to take action towards CRO lift 
    • FB PowerEditor import, illustrating the tactics via importable example Facebook Ads retargeting campaigns

    Integrated Marketing” is all the buzzword bingo these days. But, what exactly does integrated marketing mean to CRO ninjas working in both search and social space. Join speaker Marty Weintraub for a no holds barred shredding session offering immediatly actionable tactics to: Curate segmented search and social audience data root lists from landing page touches; Apply search and social “Filters’ to retargeting/remarketing “Passes” to form true, layered conversion personas; Field creative segmentation to cement the conversion lift; Reverse engineer “Converted” audiences with VISIBLE Facebook lookalike modeling a technique you won’t see anywhere else; Expand root audiences with the most effective lookalike modeling possible for greater scale. This session will focus entirely on empowering marketers who use both Google and Facebook, to take action towards CRO lift with one or more of these five tactics. Marty will also share a conference-only leave behind FB PowerEditor import, illustrating the tactics via importable example Facebook Ads retargeting campaigns.

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    Speaker
    Marty WeintraubaimClear Online Marketing Agency
    Co-Owner & Founder
    aimClear Online Marketing Agency
    AttractPersuadeAdvanced
    Room: Premium 3
    Track 2:
    • Understand the opportunities – and challenges – of personalisation
    • Learn how to structure your personalisation programme 
    • See how personalisation can drive advanced experimentation

    Personalisation is emerging as the next big opportunity in conversion optimisation and is high on the to-do list of marketers everywhere. Personalisation adds more layers of complexity to conversion optimisation but with it comes the potential for impressive uplifts and a much deeper understanding of your users. In this session, Kyle will share a framework and approach to personalisation that puts experimentation at the heart of personalisation strategy. You’ll learn about the opportunities and challenges of personalisation, explore a framework for managing personalisation strategy, and gain insight into how personalisation can drive value through experimentation and conversion optimisation.

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    Speaker
    Kyle Hearnshawconversion.com
    Head of Conversion Strategy
    Conversion.com
    PersuadeServeAdvanced
    3:30 pm
    Coffee Break
    3:55 pm
    Room: Premium 1+2
    Keynote:
    • Dont' drown in numbers that don't help move the needle
    • See what a great analytics strategy looks like in 2017
    • Actionable tips, techniques and advice

    So many tools out there, so much data now available - all making it easier to drown in numbers that don't help move the needle. So what does a great analytics strategy look like in 2017? In this talk, Andy shares actionable tips, techniques and advice from working on marketing and growth with 40+ companies across 500 Startups' portfolio.

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    Speaker
    Andy Young
    Consultant
    PersuadeServeGrowth Tech
    4:40 pm
    Session Change for Digital Growth Unleashed and Combo Pass Holders
    4:45 pm
    Room: Premium 1+2
    Feedback Session:
    • Actionable tips from experts
    • Get your hypothesis checked
    • Registered attendees can send in their suggestions

    So - you've invested time, bought the tools and run your AB tests - and it isn't working. Why? Get practical and useful advice from the experts, who've made all the mistakes in the book and can give you useful feedback or tips.. Our panel have run tests with hundreds of millions of visitors - so are happy to look at your testing (or how you're doing it) - to help critique, tweak or overhaul your testing hypotheses. Submit your test for review (email hidden; JavaScript is required - registered attendees only) or watch while your colleagues take the heat - there’s no better way to hear best practice in testing methodology from the leading experts in the field. Don't miss this entertaining and practical session.

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    Speakers
    Stuart McMillanSchuh Limited
    Deputy Head of Ecommerce
    Schuh Limited
    Stephen Pavlovichconversion.com
    CEO
    Conversion.com
    Paul RoukePRWD
    Founder and CEO
    PRWD
    Craig Sullivan
    CEO
    Optimal Visit
    PersuadeAll Levels
    5:30 pm
    End of Digital Growth Unleashed London 2017
    CloseSelected Tags:

    Review – Agenda – Conversion Conference London 2016

    See all Session Descriptions

    Day 1 – Wednesday – 12 October, 2016

    Session descriptions day 1

    8.00 am

    Registration

    9.15 am

    Room: Premium 1+2

    Welcome & Opening

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

    9.30 am

    Room: Premium 1+2

    Keynote

    The future of testing: Optimisation beyond the website

    Today, most testing is focused on the website’s user experience: optimising landing pages and forms.

    But a conversion framework has the potential to optimise the entire user journey: from advertising to product, functionality and price.

    As more experiences become digital, the opportunity for testing is huge. In this keynote, we’ll hear how companies like Facebook, Airbnb and Netflix are scaling by testing big and bold ideas.

    Speaker:

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

    10.25 am

    Room: Premium 1+2

    Sponsored Session:

    Grow your sales up to 150% using Retargeting and your marketing skills – Case Studies

    Mugur Frunzetti, Co-founder

    10.30 am

    Coffee Break

    10.55 am

    Room: Premium 1+2

    Track 1 – All Levels

    Tools and Techniques for Mobile CRO

    Mobile visitors aren’t just desktop visitors with a smaller screen; the visitors often have different characteristics and expectations. So for mobile, which tools and techniques should you be using for research, testing and design? How can you get your visitors to convert when they are using their phones? Dr. Karl Blanks has designed pages for Apple, Facebook, Amazon and Google. In this session, he’ll show you techniques he has used on the mobile sites of some of the world’s biggest companies.

    Moderator:

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

    Speaker:

    Dr. Karl Blanks, Chairman, Conversion Rate Experts

    Room: Premium 3

    Track 2 – Intermediate

    The Ultimate Test Setups: Become the True CRO Scientist that Delivers

    Still dealing with page flashing? Facing the horrors of skewed data? Or is c-level complaining they don’t see the uplift of the test winner that was implemented? Don’t worry you probably missed something in your test setup and it happens more often then one would think. Learn about the technical aspects behind advanced test setups and become the CRO scientist your business can rely on.

    Moderator:

    Duncan Heath, Head of Conversion Services, Fresh Egg

    Speaker:

    Rudger de Groot, Owner / Digital Optimizer, Mintminds

    11.40 am

    Session Change for Conversion Conference and Combo Pass Holders

    11.45 am

    Room: Premium 1+2

    Track 1 – All Levels

    How Hotels.com Moved To A Mature Testing Programme

    Discover how the team at Hotels.com moved towards a “test and learn” programme. Running over 500 tests annually across 80+ sites – and with increasing competition in the travel industry – Hotels.com is using testing to direct its product design. In this session, David will share the secret behind Hotels.com’s test and learn programme, and how you can rapidly scale your organisation’s testing.

    Moderator:

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

    Speaker:

    David Nye, Manager, Experimentation and Web Analytics, Hotels.com

    Room: Premium 3

    Track 2 – Intermediate

    Data Driven Marketing

    Learn from Rosin in die session how using advanced analytics, customer journey, audience signals and controlled marketing experiments will help you to understand the causal relationship between marketing mix and business outcomes. She will also present customer centric applications for marketing teams and businesses with examples and case studies.

    Moderator:

    Duncan Heath, Head of Conversion Services, Fresh Egg

    Speaker:

    Róisín Moran, Head of Data & Attribution, PerformanceX, Google

    Data Driven UX Design

    Understanding the differences in user context and behaviour on different screens is vital for efficient and customer centric UX Design. In this session Cemal will present applications of the user context on content and UX strategy. He will also share EMEA mobile web / mobile app UX best practices and examples.

    Moderator:

    Duncan Heath, Head of Conversion Services, Fresh Egg

    Speaker:

    Cemal Buyukgokcesu, User Experience Consultant, Google (@buyukgokcesu)

    12.30 pm

    Lunch Break

    1.40 pm

    Room: Premium 1+2

    Keynote

    It’s Not About Testing: How Successful Organisations Really Control Their Growth

    As soon as a speaker shows a successful A/B-test result on a conference, all smartphones are raised up in the air to capture the insight – this happens every time! Most optimizers are searching for best practices on an operative results level and then, try to copy them. Unfortunately practices that work well for company A, do not necessarily work for company B. It’s an effective process, that most optimizers are missing to generate successful results with giant uplifts – so they don’t need to test the ideas of somebody else. After studying the optimization processes of companies like Amazon, Airbnb, Dropbox or booking.com, André discovered a simple framework. In this talk you’ll learn how this system works and how you can copy a successful process for better results.

    Moderator:

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

    Speaker:

    André Morys, CEO, konversionsKRAFT (Web Arts) (@morys)

    2.40 pm

    Session Change for Conversion Conference and Combo Pass Holders

    2.45 pm

    Room: Premium 1+2

    Track 1 – All Levels

    10 Tips to Improve International Conversions

    When targeting different markets, in different languages providing a local, relevant experience at all stages of the customer journey is essential. Failing to do so will have a negative impact on your brand and affect the all-important conversions. In this session, Ben will highlight some of the key elements of a website and digital campaign that must be localised in order to achieve results, including: Payment methods, Calls to Action, Trust Anchors, Content.

    Moderator:

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

    Speaker:

    Ben Lefebvre, Director of Business Solutions, Webcertain Group Ltd

    Room: Premium 3

    Track 2 – Advanced

    Google BigQuery: The secret weapon to get more from your Google Analytics 360

    Imagine if you could follow individual user journeys, query all your data with as many dimensions as you want, and apply machine learning to the data in Google Analytics?That’s exactly what you can do with BigQuery: using it to identify trends, segment users, and even personalise the user experience. In this session, you’ll learn how to use BigQuery to achieve this – and then how you can leverage this data across your organisation to get a global view of your users.

    Moderator:

    Duncan Heath, Head of Conversion Services, Fresh Egg

    Speaker:

    Javier Ramirez, Founder, Teowaki, Datawaki, AprendoAProgramar

    3.30 pm

    Coffee Break

    3.55 pm

    Room: Premium 1+2

    Track 1 – All Levels

    Using Mobile Data and Insights to Create Loyal Users

    In this session, you’ll learn about how one of the largest mobile operators use data in order to drive their design decisions and increase revenue per product. Julia will share how you can process data in the most efficient way and gain insights which will drive your business decisions, identify new commercial opportunities and develop new markets.

    Moderator:

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

    Speaker:

    Julia Jakubiec, Data and Performance Senior Manager, Vimpelcom

    Room: Premium 3

    Track 2 – Advanced

    Advanced User Testing: Right Time, Right Place, Right Method

    There are many types of user testing: in-person and remote moderated testing, online testing (tree testing, screenshot testing), 5-second tests, etc. Knowing when to use which method and for which purpose is what separates the wheat from the chaff. In this session Els Aerts will show you how to become a testing master, she will show you interesting tools and mistakes to watch out for when interpreting results.

    Moderator:

    Duncan Heath, Head of Conversion Services, Fresh Egg

    Speaker:

    Els Aerts, Co-founder and Managing Partner, AGConsult

    4.40 pm

    Session Change for Conversion Conference and Combo Pass Holders

    4.45 pm

    Room: Premium 1+2

    Featured Session

    Data Driven Marketing; Work Smarter, Not Harder

    Learn how big data / data science can help you find opportunity gaps (with high ROI) to better fulfill your user’s intent. Harnessing big data can revolutionize your marketing plan, increase your online conversions and put you out in front of your competition.

    Moderator:

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

    Speaker:

    Britney Muller, Founder, Pryde Marketing

    5.45 pm

    Networking Reception

    7.00 pm

    End of First Conference Day


    Day 2 – Thursday – 13 October, 2016

    Session descriptions day 2

    8.30 am

    Registration

    9.30 am

    Room: Premium 1+2

    Featured Session

    Persuasive Ecommerce

    During his session, Guido will show you many of the biases and fallacies of our brain in general and how we can apply this in e-commerce to improve communication, build a better relationship with your customers and ultimately improve your business.

    Moderator:

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

    Speaker:

    Guido Jansen, Psychologist, Conversion Manager, Euroflorist

    10.30 am

    Coffee Break

    10.55 am

    Room: Premium 1+2

    Track 1 – All Levels

    Building a Conversion Optimisation and Personalisation Ready Business

    Understanding the importance of a data-first culture is half the battle to success. In this session Steve will share his experience and you will learn about the necessity of good quality analytics data to drive the correct hypothesis, why the conversion process needs to be ingrained into all departmental functions, the importance of integrating your conversion performance data back into analytics and why you should never ‘complete’ an experiment.

    Moderator:

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

    Speaker:

    Steve Carrod, Head of Digital Analytics & Optimisation, DMPG Ltd – Digital Media Performance Group

    Room: Premium 3

    Track 2 – Advanced

    Multi-Touch Digital Attribution and Media-Mix Modelling

    Conversion is about more than just on-site optimisation. The mixture of budgets and traffic from across channels plays a huge part. Multi-touch digital attribution and media-mix modelling are two approaches to optimising an omni-channel marketing campaign. Learn about how media-mix-modelling helps improve overall conversion, what you can do for your business, and the benefits of the “be where your customers are” approach. In this session you will learn what media-mix modelling is and how it helps evaluate an ecosystem, how to value multi-touch attribution and who the new media players are and how to use emerging ad platforms like Amazon.

    Moderator:

    Duncan Heath, Head of Conversion Services, Fresh Egg

    Speaker:

    Alistair Dent, Founder, Mismi (@alistairdent)

    11.40 am

    Session Change for Conversion Conference and Combo Pass Holders

    11.45 am

    Room: Premium 1+2

    Keynote

    How to make sure your new website won’t be a failure?

    Most optimizers aren’t big fans of the traditional redesign cycle. They promote a continuous optimizing process. And that’s fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?

    Moderator:

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

    Speaker:

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

    12.30 pm

    Lunch Break

    1.40 pm

    Room: Premium 1+2

    Track 1 – All Levels

    CRO Lessons in a Rapid Growth Startup

    Tom Waterfall, Conversion Rate Optimiser, discusses his role at Lostmy.name, one of the fastest growing ecommerce companies in the UK. Lost My Name’s goal? Share more magical moments with more children through the power of personalisation, storytelling, and of course – CRO. In this talk, Tom tells of the trials and tribulations of building a testing culture at the e-commerce startup in a handful of punchy lessons from failing fast to growing a community of testing and data enthusiasm.

    Moderator:

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

    Speaker:

    Tom Waterfall, Sr. Product Manager | Director CRO, Lost My Name

    Room: Premium 3

    Track 2 – Advanced

    Google Analytics Shortcuts to Optimising Cross Device Experiences

    Craig & Pieter are going to explain where the Google Analytics data model is reliable, for optimising in a multi-device world. For optimisers, mining device experiences requires tweaking to work around these limitation. Using a new model overlaid atop the GA collection model, we’ll show where the reliable data lies and how to split the device and browser mixtures for optimisation purposes. Using reports, device models and standard GA metrics, see exactly how to split your conversion data or other key metrics for the right groups of mobile, tablet, desktop, and browsers. You’ll be able to identify outliers, poor performers and ‘gold standards’ that you can use to triage and fix device issues. They will also explain ‘Grid Optimisation’ which uses data cubes and dimensions to automate the process of optimising your site. With a complete ‘how to’ document, example results from projects and downloadable Google Analytics templates, get everything you need to identify easy wins in key device experiences, that are leaking large amounts of revenue or causing friction.

    Moderator:

    Duncan Heath, Head of Conversion Services, Fresh Egg

    Speaker:

    Craig Sullivan, CEO, Optimal Visit (@OptimiseOrDie)

    Pieter Baecke, Co-founder & CRO consultant, ProfitGrid

    2.40 pm

    Session Change for Conversion Conference and Combo Pass Holders

    2.45 pm

    Room: Premium 1+2

    Track 1 – All Levels

    Building & Managing Growth Teams – A VC’s Perspective

    As a partner with the Silicon Valley venture firm 500 Startups, Matt Lerner works closely with dozens of early stage companies to help them build out their growth organisations. Previously, during a decade at PayPal, he built and ran four growth teams, including a team to optimise conversion on PayPal.com, which had (and beat) a nine-figure revenue target. With this experience, Matt has developed strong opinions about what works and what doesn’t. His talk will run the gamut from defining your culture and hiring rockstars through compensation, performance reviews, and even terminating employees. He will share specific hands-on advice and examples. This talk was originally developed for confidential workshops with 500 Startups’ portfolio companies, where it consistently receives top marks. It has never before been shared with the general public.

    Moderator:

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

    Speaker:

    Matthew Lerner, Partner, 500 Startups

    Room: Premium 3

    Track 2 – Advanced

    In a world of multiple channels and multiple devices.. Do you still think Conversion Rate is calculated in a single session?

    Russell will take you through the methodology of attribution and how understanding a consumers conversion rate cannot just be limited to a single session. He will guide on how to optimise consumers over multiple sessions and devices ultimately managing user expectation through to a multiple conversion scenario!

    Moderator:

    Duncan Heath, Head of Conversion Services, Fresh Egg

    Speaker:

    Russell McAthy, CEO, CUBED Attribution (@therustybear)

    3.30 pm

    Coffee Break

    3.55 pm

    Room: Premium 1+2

    Keynote:

    Building an Enterprise Level Optimisation Programme

    A recurrent theme across the analytics and optimisation communities is finding the right mix of people, process and technology. There is no one structure that fits all yet most organisations struggled to strike a good balance. And while the size and scope of problems that need to be solved steadily increases, the complexity of the underlying technology is growing. This poses a significant challenge for businesses that are already struggling with turning sporadic testing into structured optimisation programmes. In this session Ashish Umre will address some of the key questions every company faces when building an enterprise level optimisation programme as well specific challenges such as optimisation for a world of Internet of Things (IoT) and wearables.

    Moderator:

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

    Speaker:

    Ashish Umre, Lead Scientist – Marketing Data Science & Optimisation, Tesco

    4.40 pm

    Session Change for Conversion Conference and Combo Pass Holders

    4.45 pm

    Room: Premium 1+2

    Live 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. Stephen and the members of the Conversion Conference advisory board will go head to head, providing live, spontaneous assessments of attendee web sites, along with actionable advice on changes that could have an immediate impact on conversions. There’s Please submit your site to email hidden; JavaScript is required (registered attendees only).

    Speaker:

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

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

    Craig Sullivan, CEO, Optimal Visit (@OptimiseOrDie)

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

    5.30 pm

    End of Conference