This session is about the conundrum that “data is everything” – a mentality circulating at large the past couple years. There’s so much data, and we often find ourselves simply staring at metrics looking for “+” or “-” to make decisions. The objective of this session is to draw on thinking strategies from physics, of how to approach CRO differently, without any real “data”, to then gleam positive impacts to CRO.
The success of your testing program depends on the quality of your hypotheses. But too many experimentation programs lack the processes and frameworks to move from spaghetti testing to strategic experimentation. Haley shares two practical frameworks to help you form better hypotheses and objectively rank test ideas.
Aditi Gupta covers the creation of a growth roadmap/ how to build alignment with stakeholders/ creating an org-wide impact.
Too often experiments are squandered. But if you put customer problems first and design the right type of test you can ensure every experiment is valuable to your business. The following talk will give your experimentation programs guardrails to make sure you’re not testing for testing sake.
Everybody is doing it, so you have to do it too, right? As my mom used to say: you’re not everyone! Best practices are not experimentation and you should know that. I want to prove to you this is the easy way, but it’s not the right way for a healthy, profitable and experiment-oriented business. These tactics don’t last long. In this session, we will discuss why, statically, best practices don’t work. It’s fun to know about the competitors, their results and ideas. It may generate new ideas and grab your attention when you’re starting to experiment, but that’s the only good thing. To have a great experiment culture, you need to learn from your tests. Let’s talk more about this?
CRO should be the foundation that all of your other digital marketing efforts rests upon. Through what we call our ‘Ripple Benefits’, I’d love to showcase just how CRO not only improves your conversion rates, but your SEO, Content Marketing, Paid Ads, and more. Testing is key and should be the foundation that drives where your efforts are focused.
AKA Why you should approach research like an Anthropologist How ethnographic research helps you understand *why* people think the way they think (not just *what* they think or how they respond to triggers) to create more meaningful hypotheses and experiments.
Experimentation post-conversion or how to switch from buying journey to customer journey.
A quick and dirty guide to pointing out bad practices that create friction to the customer when brands practice the company journey instead of the customer journey.
Our industry is focused on the individual elements of what we do and how we do it, but not why we do it and the overall philosophy for it. This is part of the reason that businesses don’t give it the traction it deserves; senior business leaders are not interested in the execution, they’re interested in the overall benefit.
Strategies are not made every day, improvements are with Siddhartha Kathpalia
Global experimentation: Problem-solving at scale with Melanie Kyrklund
In his presentation, Ruben will discuss the importance of change management guided by an understandable model that you can start using today.
How to use data to find hidden insights about customers & opportunities for optimization with Sina Fak
Shiva will run through WHY you want to be running an experimentation program based on insight generation and not simply ‘winning’. He’ll also show you how to structure tests to support the growth of an insight-driven experimentation program.
In this session, Ayat Shukairy will share the lessons learned by analyzing over 22,000 AB tests on 700 CRO projects. These lessons paint the common patterns that helped us deliver upwards of 50% success rates on AB testing programs.
In this session – recommended for women in experimentation and those working with them – Bithika will help identify blind spots and hopes to help women and teams reach their true potential.
Video and Podcast available now!