Optimizing Customer Journeys: First-class Experiences that Convert

Rather than chasing after the latest search trends or churning out content just to try and target a wider audience of new customers, you need to take a step back. Instead, start by assessing your website’s onsite journey and the experience it’s currently delivering to the people who are already interested enough in your brand to click through to it. In this talk, Rachel will share her own tried-and-tested methods of improving onsite user experience, conversions, and keyword rankings by utilising CRO and UX techniques to get actionable insights into user behaviour and any roadblocks impeding the customer journey.

Testing with Confidence

In this session, you will learn practical techniques that will increase your competence in three key areas of conversion rate optimization: Diagnosing areas of opportunity on your website/landing pages, designing successful A/B tests, and analyzing the financial impact of your experiments. This session will be a hands-on experience during which we’ll run a live usability test and a live A/B test, using a landing page from an attendees website. You will learn not only how to diagnose areas of opportunity, but Isaac will also teach you how to get corporate buy-in for running A/B tests on a live website. He will show you case studies from actual clients who have benefited from this methodology and testing framework developed over the course of a few years. You will learn about the Weibull Hazard Function (a little known, but groundbreaking study about time-on-site in conversion experiments), and you will learn how to put your data into a spreadsheet that actually predicts the financial impact conversion rate improvements have on your bottom line. By the end of this session, you’ll be a much more well-rounded and competent conversion rate practitioner, being able to go beyond the basics of “suggesting areas of improvement” based on a gut feeling and being able to actually make efficient use of your time and resources, and most importantly, you’ll learn how to analyze and report on experiment results in a sophisticated and highly impressive way.