The Convert X Women in Experimentation Summit 2024

Experimentation & Growth Focused Sessions: What You’ll Learn.

Diversity and quality do go hand-in-hand.

First Do No Harm: Research and Experimentation with Vulnerable Populations by Georgia Sugarman.

Head of User Research @Kooth Digital Health.

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Georgia will cover how to prioritize creating safety and comfort when testing, sharing top tips to being trauma informed, and how creativity can enhance your research.

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Ethics

Why Was This Talk Chosen?
We are no strangers to the fact that experimentation may adversely impact segments exposed to tests. This session will give you the tools to conduct thorough research and build effective experiments, while being accountable and considerate.

Inclusion by Design: Fostering Neurodiversity in Tomorrow's Solutions by Axelle Ahanhanzo.

ED&I Change Maker. Founder @ LAUDACE.
TEDx Talent Night 2023 Top 10 Finalist.

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Axelle will show you how to build inclusive communities through experimentation. She'll explore the connection between experimentation and DEI, with a focus on intersectionality and gender.

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Test Design

Why Was This Talk Chosen?
There can be no diversity without inclusivity. Diversity unlocks surprising benefits that render the final collaborative output greater than the sum of its parts! This also happens to be one of the key sentiments inspiring this summit. Axelle’s session will give you the tools to encourage diversity and inclusion, by running well-designed and intentional experiments.

Meta-analyses for Better Learning, Prioritization, and Stakeholder Alignment by Ruben De Boer.

Lead Conversion Manager, Online Dialogue. 2x ExpElite Award Winner.

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How do you truly learn from your experiments? And how do you make these insights useful for your stakeholders? With a neat, easy trick, you can make your CRO efforts much more successful and better align them with your colleagues. In this presentation, you will learn which hypotheses to address where in the customer journey and how. You will also have an evidence-based prioritization framework to run more successful experiments.

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Analytics & Analysis

Why Was This Talk Chosen?
Meta-analysis isn’t meant to yield a list of “best practices”. It is so much more. When you have the luxury of documenting experiment meta-data and creating a learning repository, mine the aggregate for benefits like identifying site areas that yield the best uplifts, the performance of different test types & goals, and how specific tests impact KPIs of cross-functional interest. Ruben has first-hand experience of doing this for his (and his agency’s) clients, and will share tools to start from scratch.

Your Copy Is *Not* Your Problem by Eden Bidani.

International Speaker. Growth Mentor. Head of Strategy @ CAPE. Agency.

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Have you been tweaking your words over and over again to encourage conversions? Eden believes this may not be the optimal approach. Because at least 70% of the time, what people think are copy problems are actually manifestations of deeper conversion problems under the surface. In these cases, "better copy" is a bandaid. This session will focus on the context of copy and goal alignment for truly better uplifts.

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Communication

Why Was This Talk Chosen?
Copywriting is a business-saving skill. Testers and growth specialists must be friends with this tool if they hope to present narratives that resonate with buyers. But -- are the top 10 viral headline templates enough? Copy isn’t just about the words you choose, it is more about aligning with intent. Eden will share practical ways to craft copy that goes beyond fluency and grammar to be a conversion-boosting aid.

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6th June 2024. Free to attend.

How to Create Psychological Safety in Experimentation? by Sundar Swaminathan.

Growth Analytics Consultant, Ex-Head of Brand Data Science @ Uber.

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Innovative and fearless. Something all brands strive to be and experimentation can get them there. But not without this one thing! Psychological safety. Sundar will share examples from his time at Uber - focusing on how he implemented successful organizational practices and leadership behaviors to cultivate a true culture of experimentation.

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Change Management

Why Was This Talk Chosen?
The best way to add experimentation to workflows is to position it as an amplifier - and not as the judge and jury of the caliber of work being done. At the heart of this advice is psychological safety. Testers and those who are required to adapt to testing must see it as a complement, not a detriment. Sundar will discuss how program leads and practitioners can do this.

Simplifying CRO with Visual Journey Maps and Data Dictionaries by Gerda Voght-Thomas.

Conversion Rate Optimization Specialist @ Koalatative.

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Familiarizing yourself with a product and its user journeys can take a lot of time. Often weeks and months. Gerda will share two practical tools that speed up your learning. Website Visual Flows and Data Dictionaries.

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Analytics & Analysis

Why Was This Talk Chosen?
Customer journeys are cumbersome. While you can’t account for every motivation shaping buyer behavior, looking at touchpoints from multiple different perspectives helps. Gerda will also discuss how key user journey events should be tracked and logged to ensure there is strategy behind measurement. And your entire team speaks the same language.

Taming the H.I.P.P.O —> Getting More Yes's for Your Experiment Ideas by Oreoluwa Akinnawo.

CRO Consultant, Prismfly.

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This session will walk you through the thought process of advocating for experiments with Stakeholders. You will learn: Why stakeholders are not the enemy, how to create a collaborative experimentation culture, and the art of preparing experimentation proposals for those who matter.

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Communication

Why Was This Talk Chosen?
Test results may secure initial buy-in, it is stakeholder and change management that keeps it. Your optimization program needs evangelists to “sell” the benefits. Oreoluwa will share how he brings C-suites and experimentation teams to the same page.

Design for the Irrational - Your Customers will Thank You by Line-Ariel (L.A) Bretous.

Founder @ 1 LAB Consulting.

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This session will explore how behavioral science can drive business growth by optimizing customer experiences. We'll examine real-world case studies and dissect the roles of biases, heuristics, and consumer psychology in decision-making. You will discover how applying these insights can enhance products, services, and marketing, creating win-win scenarios for businesses and consumers alike.

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Test Design

Why Was This Talk Chosen?
The best CRO agencies employ psychologists and behavior scientists! There is no impacting how decisions are made (the essence of experimentation) - without understanding the myriad factors that shape the decision-making process. This session will offer tools to dig deeper into behavior science for more successful testing.

Reserve Your Seat

6th June 2024. Free to attend.

Your A/B Tests are Lying to You. Here’s Why, and What to Do About it! by May Chin.

Head of Product Growth & Analytics @ Zalora.

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The notion of AB testing in startups is one of the fastest growing areas of interest these days. However, the mistakes made in executing and analyzing these tests are growing equally as fast! You’d be surprised to learn how many problematic testing techniques are taken as gospel. The result? Grossly inaccurate and unreliable experiment results that are not indicative of true trends. Join this session to learn why your A/B tests are lying to you, and most importantly, what to do about it.

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Analytics & Analysis

Why Was This Talk Chosen?
There are way too many instances of under-powered case studies and premature rejoicing in the CRO world. We don’t need testers to be statisticians BUT experimenters must keep a few stats rules and analytics no-nos top of mind when setting up tracking and analyzing results.

Technical SEO Strategies For Improving User Experience and Conversions by Ebere Cecilia Jonathan.

Technical SEO Specialist.

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Proper SEO = conversion gains. We all know how this equation works. But in her session, Ebere will focus on sharing real-world examples and case studies to practically illustrate the dynamic.

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SEO

Why Was This Talk Chosen?
SEO & CRO have been pitched head-to-head for years. While this is no longer the case, there are precious few examples of how search engine optimization can directly impact conversion rate optimization (beyond the tired old story of speeding up page load times!). Ebere will rectify that.

Reserve Your Seat

6th June 2024. Free to attend.

Want to learn more about how our speakers were selected? Click here.

By the Community for the Community: Giving you what you Need.

If you so choose on the registration form, you can request an invite to join the Women in Experimentation Slack community.

The #1 choice of A/B testers and agencies, we are the experimentation platform that’s dedicated to making testing feasible for companies of all sizes.

Convert.com ideated, organized, and funded this summit - with Women in Experimentation.

A movement brought to life by Lucia van den Brink and Daphne Tideman, it is 500+ strong today - working tirelessly to bring opportunities to women in the CRO, experimentation, and growth fields.

A non-profit started more than a decade ago as a place for industry leaders and practitioners to connect to teach, learn, and converse in between industry events.

TLC is the official home of the Convert X Women in Experimentation Annual Summit.

The favorite podcast of the hustling marketer and busy growth wiz, Slobodan Manic’s labor of love is the media partner covering the speakers and this summit.

Each summit topic will be supplemented by a podcast episode to deepen learning.

What do you need to be an experimentation expert? Practice, and a brand to capitalize on the authority you’ve earned.

Alex Birkett and Allie Decker use content & branding to drive company growth.

They’re organizing a no-holds-barred AMA session that’ll guide our attendees (you!) to position themselves as pros.

Shawn David’s labor of love, Automate to Win is offering each and every summit attendee a review mining and a/b testing system with automated ideation input and asset creation - in simple and familiar Google Sheets.

Guess the Test and its founder Deborah O’Malley are giving away an ebook with highly effective pricing strategies that convert! A veteran of over 15 years in the experimentation space, Deborah considers this nifty PDF her best work.