Agenda

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!

Digital First is about providing such a compelling and comprehensive digital customer experience that your customers don't want or need to contact you by other channels. Conversion optimisation for this objective therefore seeks to improve content and functionality with the unconventional goals of both customer satisfaction and the negative fact that the visitor does not pass to assisted channels. And yet it is possible to conduct conversion optimisation with the same rigor and approach as traditional sales conversion. Find out how.

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.

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.

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.

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.

"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.

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.

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.

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.

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.