8:10 - 8:50

Registration and Breakfast


8.55am - 9.00am

Welcome from Conversion Elite moderator Paul Rouke

Founder and CEO of PRWD

9:05 - 9.35

Guido Jansen

Psychologist, Global CRO Lead

“Creating an Optimisation Culture”

How to align CRO teams across 40 countries and 16 timezones, all in different stages of digital maturity? During this session, Guido shares his experience and talks about the challenges of building an agile experimentation/ online optimization culture within a large international corporation.

9.40am - 10.10am

Anna Dahlstrom

UX Designer and Founder UX Fika

“Using Storytelling to Create Experiences that Convert”

As users’ paths to conversion are becoming increasingly diverse understanding the context of our users, and the products and services we create, is ever more important. In this talk, Anna walks us through how storytelling principles and tools combined with UX and traditional conversion and optimisation approaches can be used to create better experiences for our users and healthier bottom lines for the business.

10.15am - 10.45am

Stephen Pavlovich

CEO, Conversion.com

“Creating a framework for advanced personalisation”

Personalisation is celebrated as a way to get an unfair advantage over your competitors. But most people don’t know where to start. In this session, Stephen will show you how to:
– know if you’re ready to start personalisation (and what to do if you’re not)
– discover meaningful segments of users (without personalising for the sake of it)
– create a framework to ensure you maximise impact (without relying on popups or product recommendations).
Throughout, you’ll see examples of advanced personalisation: not just on websites, but across the entire user journey.

10.50am - 11.10am


11.15am - 11.45am

Divya Isaiah

User Testing and CRO Programme Manager, All4

“The Evolution of All 4 Product: A story told by User Testing”

User Testing forms the fundamentals of any product design or development process. In her talk Divya will aim to discourse how the All 4 product team incorporate user testing and data into their experimentation strategy.

11.50am - 12.20pm

Anna Lewis

Owner, Polka Dot Data

“Analytics – Identifying and forecasting opportunities for CRO”

It’s time to stop looking at the website to identify testing opportunities – make sure you are digging into the data to find the best opportunities! This session will cover how to identify, prioritise and forecast the potential success they can offer, through using your analytics more wisely. By the end of this talk you will be able to find some important areas for improvement, know how to choose which one to focus on first and be able to justify stakeholder investment by forecasting the potential uplift to your business.

12.25pm - 12.55pm

Craig Sullivan

Optimiser in Chief, Optimal Visit

“The 15 Minute  Model for  Optimising Cross Device Experiences”

Everyone thinks that their device and browser experiences are perfect.  “We test with all the right stuff”  and “Nobody calls to complain – it must be working” are  very common responses.  Yet something is going wrong here.    When I ask companies to “Prove It” – our modelling exposed huge gaps between ‘what people have in their hand’ and ‘what the site works with’.

These bugs, rendering issues and flaws – were losing them 6 or 7 figures of  revenue loss, every month.   So why is this happening?   Because they were measuring the wrong things.

Craig will show you a 15 minute technique for mining the key device groups , using his experience of modelling over 400 Google Analytics setups .  You’ll figure out how to pinpoint device experience flaws and how to drill down to the device and the page or step that might be broken.  As an added benefit, you’ll know exactly what your customers actually use –  and which devices you should be testing in QA.

Craig has trained over 500 people  in product optimisation techniques, finding over 500M himself of ‘lost annual revenue’ using one of the techniques you will learn.  With  a full pack of slides, Google Analytics custom reports,  an Excel sheet and step by step instructions – you’ll have everything you need to try it back at the office!


  • How to segment your audience and device experiences to find opportunities.

  • How to use inspection to analyse and prioritise these opportunities

  • Methods to extract and automate device experience measurement.

1.00pm - 1.55pm



2.00pm - 2.30pm

Neil McKay

CEO, Endless Gain

“Biometrics: The Evolution of Optimisation”

Every single decision we take is driven by an emotion or an instinct. The question is, which emotions are driving your customers? Because depending on which one, it’s either driving them to stay, complete the purchase or leave. In this session Neil will give you an insight into how Biometrics is helping the CRO sector to evolve into one that optimises for customers’ emotions and not just for website usability.

2.35pm - 3.05pm

Simon Elsworth

Optimisation (CRO) and Analytics Manager, Sky.com


“How I Learned to Stop Worrying and Love the Developers”

As CRO becomes more technical it makes less and less sense for it to sit within a Marketing team. This session looks at how Sky rebuilt their CRO center of excellence within agile development squads.

3.10pm - 3.40pm

Bart Schutz

Chief Inspirational Officer, Online Dialogue

“The psychology & ethics of converting brains into buyers”

Consumers and CRO experts are brains. In our brain more processes happen than we’re consciously aware of. As a renowned consumer psychologist, Bart will unveil your users and your own notorious ‘illusion of control’ and introduce you to the psychological basics of what drives and influences our (buying & optimization) behavior. Besides this basic theoretical fundament he provides examples and tactics on how to put this knowledge into ethical practice.

3.40pm - 4.10pm

Coffee/Room change


4.15pm - 4.25pm

Introduction from Jono Alderson

Mad Scientist at Yoast

The Walls Come Tumbling Down! How CRO and SEO teams Can work together to create a digital superteam for your business.

How SEO  & CRO can team up. How blending the two opens up powerful opportunities and the marketing edge this gives a business.

4.25pm - 5.30pm

Panel session

SEO & CRO – No more Silos. The Panel Session

Our panel of CRO & SEO superstars come together for what promises to be a dynamic session that will explain and discuss the methodology and processes to create your elite CRO/SEO team

Moderated by Jono Alderson, this session will be lively. You’ll get the chance to ask questions and concerns, or anything that’s eating you up in advance or on the day about your own business, using our smart app

It’s your chance to discover just how you join your CRO and SEO talent to create a digital superteam for your business

The Panel:
Gerry White, SEO and Analytics Consultant, Just Eat
Tim Stewart, Web Optimisation Consultant, SiteSpect Inc
Russell McAthy, CEO, Cubed
Bart Schutz, Chief Inspirational Officer, Online Dialogue

5.30pm - 7.30pm

Networking drinks