The field of conversion rate optimization is always changing. Discover the latest strategies and tactics in a two-day event hosted in the heart of London (UK).
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Keynotes
Throughout the day several keynotes were held by leading experts in the conversion optimization field. Due to any reasons - such as another great talk in the same time slot - some of the valuable information might have slipped your mind. Refresh your memory with the data below.
Conversion Optimisation 2016 (Craig Sullivan)
Slides:
Not yet available
Key takeaways:
- Session replay is an essential tool for conversion optimization
- Measure user interaction data, all form fields vs page
- The ‘why’ is a critical aspect in A/B testing
- Seeing what (sub) groups convert better is important
- Machine learning will change testing in 1.5-2 years
How to Create Better A/B Tests and Why You Shouldn’t Bank on Best Practices (Karl Gilis)
Slides:
Not yet available
Key takeaways:
- Don’t test every idea that pops into your head
- What works on one site, doesn’t necessarily work on another
- Green check marks don’t work for everyone
- Use A/B testing to validate your homework
- Don’t hide important stuff on mobile
Collecting Meaningful Data for Conversion Optimization (Simo Ahava)
Slides:
Not yet available
Key takeaways:
- Generic tools aren’t specialized for your type of website
- Site-wide conversion rates are a bad measure of success
- Google Analytics cuts of sessions at local 12 midnight
- People in boardrooms often don’t care about data purity
- Stay away from aggregated data
Data-Driven User Experiences (Luigi Reggiani)
Slides:
Not yet available
Key takeaways:
- ‘Always on’ offers great opportunities for testing
- The users of your website are now in control
- With great data comes great responsibilities
- About 1 in 4 clients has a problem with data quality
- Every ad could have an impact, measuring is difficult though
Personalize or Die – The Art & Science of Relevance in Conversion (Charles Nicholls)
Slides:
Not yet available
Key takeaways:
- 91% of marketers are prioritizing personalization
- Personalization data: audience, predictive, contextual
- Intent can be used to personalize across channels
- Personalized items stops visual ‘website scan’ process
- The half-life time of intent is about 8 hours
Omni-Channel UX Research with Eye Tracking (Chris Gibbins)
Slides:
Not yet available
Key takeaways:
- Clients usually pick small modest variations for testing
- UX research can help with prioritizing test ideas
- Data-driven tests have a higher success rate
- Try to get user testers in a natural mindset when testing
- Eye-tracking can really improve tablet and mobile testing
Bang! 15 Cases of Real CRO Impact by Applying Data & Psychology (Ton Wesseling)
Slides:
Not yet available
Key takeaways:
- Brains have two systems: emotional and rational
- CRO needs both psychology and data to succeed
- Find Analyze Create Test - Analyze Conclude Tell
- Page tests > user behavior > customer journey optimization
- Conversion research before A/B tests are critical
Using Strategic Competitor Analysis to Improve Your Conversion Rate (Theo van der Zee)
Slides:
Not yet available
Key takeaways:
- Competitor data allows coping with changes
- Structured analysis provides deeper insights
- RivalIQ combines data and sends alerts
- Use: SEA, SEO, content, UX, social, mentions
- Connect insights to strategic decisions
Tweets
A collection of some of the most interesting tweets about the event.
Use web personalization to reinforce the buying intent and keep the idea of sale alive #convcon @webconversion
— Santeri Salonen (@ssalonen) October 28, 2015Great to catch up with folks in and around #convcon today, looking forward to tomorrow
— stuart mcmillan (@mcmillanstu) October 28, 2015Great presentations and useful insight from @KarlGilis @SimoAhava at Conversion Conference today #convcon
— Epiphany Search (@Epiphanysearch) October 28, 2015Conversion optimization is market research on steroids #convcon #CRO
— Santeri Salonen (@ssalonen) October 29, 2015#convcon - With great Events comes great Insights. Well done team. @ConvCon @conversion_com
— Luigi Reggiani (@LuigiReggiani) October 29, 2015Photos
A set of photo is available on the Facebook event page
He is the founder of ConversionReview. He has been building and optimizing websites for 15+ years now, and doing so with great success.
On top of his digital skills, Theo is also a trained psychologist and frequent speaker at events around the world.