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).
Jump to
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, 2015
Great to catch up with folks in and around #convcon today, looking forward to tomorrow
— stuart mcmillan (@mcmillanstu) October 28, 2015
Great presentations and useful insight from @KarlGilis @SimoAhava at Conversion Conference today #convcon
— Epiphany Search (@Epiphanysearch) October 28, 2015
Conversion 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, 2015
Photos
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.