Conversion Conference 2015 - Talks, Tweets, Photos

Conversion conference

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)

speaker

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)

speaker

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)

speaker

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)

speaker

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)

speaker

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)

speaker

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)

speaker

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)

speaker

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.

Photos

A set of photo is available on the Facebook event page


Theo van der Zee

Author: Theo van der Zee

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.

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