CXL Live 2020. Premier Experimentation & Optimization Event. April 5-7 in Austin, TX

Important!CXL Live 2020 has been postponed!


The best in optimization and experimentation

#1 Experimentation & Optimization Event

April 5-7 in Austin, TX
Omni Barton Creek Resort & Spa

Must-attend conference for people responsible for driving growth through optimization and experimentation.

The discussions will go deep in conversion optimization, online experimentation, digital psychology and analytics.

  • Full resort booked for the event, everyone stays together for 3 days
  • All speakers are true practitioners, carefully selected and vouched for
  • The very best people attend - folks you can learn a ton from

CXL Live brings together the best in online experimentation, in a relaxed atmosphere. Learn what works best, and get a ton of ideas for what to do.

You'll laugh. You'll high five.
You'll learn ridiculously useful skills.

CXL Live is an extraordinary event with a magical formula:

1. Everyone together at the same resort

The event takes place outside of the city center, away from distractions. All attendees and speakers stay in the same place, nobody leaves. All meals (rich buffets) are shared together. The whole group stays as one.

This facilitates quality conversations and helps you form bonds for life with all your peers. By spending these days together with everyone, away from distractions, you forge relationships that last. The outcome is high quality networking, discussions, learning. And great parties.

2. Best possible practitioners teach their craft

You can learn from the people who do the absolute best work in their field. All of our speakers are hand-picked practitioners, no motivational book-tour people, no sales pitches. It’s a lot of how-to with a sprinkle of inspiration. Model what the best are doing, and reap the rewards.

Speakers stick around for the full 3 days, so you can pin them down for a 1:1 session.

3. All-inclusive: Your ticket includes 2 hotel nights

Just get yourself to Austin - your ticket includes everything else. The ticket comes with 2 nights at the most luxurious hotel in Texas + all meals + parties.

World Class Practitioners Speak at CXL Live

Ronny Kohavi

VP and Technical Fellow @ Airbnb

Evangelized data-driven software development using rigorous controlled experiments at Microsoft, enabling improvements in user experience and surprising ideas that generated incremental revenue of hundreds of millions of dollars.


Jason Barbato

VP of Growth @ Orange Pegs and Growth Consultant

Jason is best known for developing the "best-in-class" enterprise growth hacking program that is now rapidly scaling across IBM, one of largest and oldest technology companies in the world.


Ton Wesseling

Founder @ Online Dialogue

Ton is one of the most respected practitioners in the conversion optimization space. He’s a sought-after digital optimization expert (over 20 years of experience), and recognized worldwide as an influential thinker, writer, and public speaker on conversion optimization and A/B testing.


Brian Massey

Founder of Conversion Sciences LLC

Brian Massey is the founder of Conversion Sciences LLC and author of the book Your Customer Creation Equation. His rare combination of interests and experience was developed over 30 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer.

Dave Gerhardt

CMO @ Privy

Helped Drift grow from $0 to eight-figures+ in revenue, create the category of Conversational Marketing, and become one of the fastest growing SaaS companies of all-time (backed by CRV, General Catalyst, and Sequoia).


Sophia Liu

Senior Data Scientist @ Netflix

Sophia Liu is a senior data scientist at Netflix.

Lex Roman

Growth Design Lead

Lex is a Product Designer who works through the lens of business growth. She has deep expertise in product analytics, early stage experimentation and AB testing - all of which she considers critical inputs to inform design decisions.

Guillaume Cabane

Growth Advisor @ G2, Gorgias, Madkudu

Guillaume Cabane is a Growth advisor to high Growth SaaS Startups including G2, Gorgias, Madkudu and others.


Paula Sappington

Senior Director, Experience Design Research, Hilton

Paula leads research efforts across digital and technology platforms at Hilton, the global hospitality giant with over 5,000 hotels and 17 brands in 118 countries.

Casandra Campbell

Testing and Experimentation Lead @ Shopify

Casandra leads Marketing Experimentation and Analysis at Shopify, the all-in-one commerce platform that powers over 800,000 businesses worldwide.


Simo Ahava

Senior Data Advocate @ 8-bit-sheep

Simo Ahava is a recognized expert on customizing web analytics and tag management solutions to improve the entire “life cycle” of data collection, processing, and reporting. His main areas of expertise lie with Google Analytics and Google Tag Manager, and Google has appointed him as a Google Developer Expert in these fields.


Russell McAthy

Russell McAthy has been working in digital for over a decade with data analytics at the heart of his career. Working with businesses from startup to FTSE100 he has guided teams to improve their marketing performance through data led insight.


Roger Dooley

Author and international keynote speaker

Roger Dooley is an author and international keynote speaker. He is a recognized expert in the use of brain and behavior research to improve marketing, sales, customer experience, and corporate culture.

Ben Labay

Director of Research @ CXL

Ben combines 10+ years of academic and statistics training with customer experience and UX knowledge to scope and run conversion research programs for companies around the world.

Workshops Day (Optional)

A day before the conference (April 5th) we host a special Workshops Day. We have a selection of expert workshops to choose from. Every attendee can choose 2 - four parallel workshops at the same time, one set in the morning, and the second set in the afternoon.

Workshops are a good match for you if you're really serious about skill building - they're much longer and go more in-depth than individual sessions at the conference.

Duration: 8 hrs (9am to 5pm). Lunch included
Added cost: $1000

First set of workshops (9am to 1pm):

A/B Testing Mastery

with Ton Wesseling

This workshop will up your A/B-testing game a lot. Once finished you will have improved your skills on:

  • Knowing when to run or not to run what kind of experiments
  • Picking the right KPI to judge experiment results on
  • Getting more positive experimentation outcomes (from better prioritization to better hypothesis)
  • Business case calculations - knowing what is the real value is of your outcomes
  • Securing the future of experimentation in your company

Ton is known for being the founding father of Online Dialogue - thought leaders in evidence based growth. Online Dialogue has been doing conversion optimization projects for over a decade now. They have been helping companies with high numbers of digital customers (like Conrad, Hostelworld, Hotelspecials, ING, Marktplaats (by Ebay), T-Mobile, and Randstad) to embed and maintain a high quality and effective experimentation programme. Ton himself has more than 20 years of experience in online optimization and he still helps and trains companies throughout the world to become really effective in evidence based growth. Ton is recognized worldwide as an influential thinker, writer and public speaker on conversion optimization and digital experiments.

Google Analytics - Getting from Good to Great

with Chris Mercer

Do you consider yourself "good enough" when it comes to using Google Analytics? Ever have the feeling that you could be getting more from this tool if you only knew more about what it could do and how you could take advantage?

In this 3-part interactive workshop, Mercer walks you through everything you'll need to move from being just "OK at GA" to becoming a Google Analytics rock star.

The first part begins by auditing your current analytics setup to be sure you're taking full advantage of what Google Analytics offers you. You'll check everything from how your account is structured, to how your data is stored, to how useful your reports really are. Once you're done, you'll have a checklist of what could be improved, what doesn't, and why.

In the second part, you'll get to know your traffic. Including common mistakes you might be making as you measure traffic coming to your site. By the end of this workshop, you'll leave with a plan of action to make sure you're easily able to see where your traffic is coming from and how your traffic sources are working together.

During the final part, you'll move on to "results" and work toward making sure Google Analytics is able to quickly and easily tell you not only what results you're getting, but how you're getting those results. More importantly, you'll be able to translate the results you discover, into meaningful actions designed to improve those results.

Be sure to bring your laptop as this workshop is designed to be interactive (so you actually practice your new skills). And yes, they'll be plenty of time for Q&A along the way!

Second set of workshops (1.30pm to 5.30pm):

Advanced Google Tag Manager

with Simo Ahava

Simo has hand-picked three topics that he considers fundamental to using Google Tag Manager at an advanced level.

The first topic is Custom Templates, focusing especially on the mind shift from “how can I do this with custom scripting” to “how can I do this with a custom template”. Custom Templates introduce additional levels of security and access control that will certainly make it easier to introduce GTM to even the most skeptical developer organization.

The second topic is the programmatic API, and Simo will show you how you can use the API to automate tasks that would otherwise take hours to do. From copying a single item to multiple containers to automatically generating documentation of the container, Simo will walk you through the code samples necessary to get up to speed with the API.

The third topic is a rapid-fire no-holds-barred walkthrough of some of the most powerful lessons Simo has learned (often the hard way) after using GTM since its release. GTM has gone through many iterations, and there have been so many lessons learned on the way - this part of the workshop will shed light on some totally obscure things you just have to know about, while emphasizing good practices and solid design patterns you might want to introduce to your own daily work with this spectacular tool.

Simo will wrap up this workshop with an AmA, so feel free to ask any pressing questions about the Data Layer, GTM for Firebase, server-side tag management, cookie persistence, or anything else that comes to mind.

How to Compete to Win

with Guillaume Cabane

I have now built & Operated 4 growth teams, from seed to series C.

The main question when you think about a growth team is: how am I going to compete?

In this workshop I'll leverage my experience to explain why every startup should have a growth team. I'll cover the charter CEOs should give their growth team (vs. product or marketing), the timeline for a growth team and it's structure, how to run the growth process & understand your growth model.

In essence, I'll teach your how I compete, how I win.

What can I expect?
  • 5 mins - Presentation of speaker, who is this for, what content is to come
  • 10 mins - Our shared challenge: raising CAC, diminishing returns, few new channels.
  • 10 mins - Group work: - Share which channel works best for you, what CAC you're getting there.
  • 10 mins - The benefits of a growth team: Applying engineering talent to solving marketing problems
  • 10 mins - A growth team isn't a product team or a marketing team
  • 10 mins - When to build your first growth team, how to structure it
  • 10 mins - Group work: - Share how your team is structured, explain your ability to experiment & find winning strategies
  • 10 mins - High output Growth framework
  • 10 mins - Team management: replacing all KPIs with revenue
  • 10 mins - Understand your growth model and find the loops
  • 10 mins - Building moats to crush competition
  • 10 mins - Group work: Transform one marketing KPI into revenue, come up with 3 ideas where you can fill the blanks to inject them in the process
  • 5 mins - Closing


This is a single track conference. You get to see everyone.

Mon, April 6

Expand descriptions for all
10:00 AM


11:00 AM

Dave Gerhardt – 10 timeless marketing rules that will help you attract your dream customers, create superfans, and run laps around the competition

This session focuses on 10 marketing principles that will unlock new growth for your business by focusing on the one thing that hasn't changed in thousands of years: people. Each lesson in this talk is practical with real examples from some of today's best marketers.

After this session, you'll be able to:

  • Make faster, better decisions about new marketing strategies and campaigns without having to get buy-in from everyone in your company.
  • Launch new campaigns with confidence knowing that they will succeed because you learned how to test ideas quickly and without spending a dollar.
  • Use the framework Steve Jobs used for his keynotes to tell stories that attract customers to your business like a magnet.
  • Write more case studies than you can keep up with by tapping into customers and superfans on social media and use their words to drive more sales conversations for your business.
11:30 AM

Ronny Kohavi – Top challenges of online controlled experiments

Online controlled experiments have become ubiquitous in evaluating the impact of changes made to software products and services. To understand the top practical challenges, representatives with experience in large-scale experimentation from thirteen different organizations (Airbnb, Amazon, Booking.com, Facebook, Google, LinkedIn, Lyft, Microsoft, Netflix, Twitter, Uber, Yandex, and Stanford University) were invited to the first Practical Online Controlled Experiments Summit. All thirteen organizations sent representatives. Together these organizations tested more than one hundred thousand experiment treatments last year. Thirty-four experts from these organizations participated in the summit. The talk will summarize the top challenges faced across the industry and some common solutions.

12:30 PM


2:00 PM

Casandra Campbell - Numbers lie: how to avoid inflated, inaccurate, and otherwise useless experiment results

Experimentation is the most rigorous way to answer business questions. After rolling out a series of positive test results we should see a meaningful improvement to the bottom line—but that’s often not the case. Ever wonder why? A stringent experiment implementation is only one piece of the puzzle; we can still fool ourselves when it’s time to analyze the results. Choosing which response metrics to track, as well as when and how to measure them, is just as important. This talk will discuss measurement lessons learned while building an experimentation program at Shopify, including common pitfalls to avoid and best practices to get more accurate results from your own experiments.

2:30 PM

Sophia Liu - Outlier detection for online controlled experimentation

In online controlled experimentation, it is imperative that we conduct analyses in trustworthy ways and produce credible results for decision making. One aspect of such effort, rarely discussed in the A/B testing literature, is outlier detection.

In this talk, we share empirical evidence that extreme outliers can indeed affect A/B testing. To address this issue, we propose a conceptually intuitive and computationally efficient outlier detection approach, and demonstrate its performance by simulated and real-life examples. I also share best practices in outlier detection in industrial A/B testing, in particular how to transform the learnings to actionable business insights.

3:00 PM

Simo Ahava - State of analytics, experimentation, and personalization with browsers’ privacy initiatives

With initiatives like Intelligent Tracking Prevention (Safari/WebKit) and Enhanced Tracking Protection (Firefox/Mozilla), persisting things like analytics and experiment identifiers in the browser has become difficult to do reliably. Well, truthfully, it’s never been reliable to begin with, but now there’s a concentrated effort by browsers to make client-side state intentionally fragile.

In this talk, Simo will explore the impact of these changes on your data collection. Particularly sensitive areas are web analytics data, but similarly experiment and personalization identifiers are difficult to persist reliably, especially if the site does not have an authentication system in place.

Simo has some solutions for you as well, but don’t be lulled into thinking there’s a turnkey solution out there that will bring instant gratification. We’re looking at a new paradigm of constant evaluation of state-management mechanisms, and without an agile workflow in place, there’s no tool in the world to help you navigate the turbulent waters of the client-side web.

3:30 PM


4:00 PM

Paula Sappington - How Hilton unlocks the power of research to pioneer exceptional customer experiences

Aligning with Hilton’s customer-centric product development philosophy, Paula and her team ensure feedback mechanisms always put the guest first. Her team advocates for the customer from exploratory and discovery work through to measurement of products at scale. In this discussion, Paula will share more about how Hilton delivers best-in-class customer experiences, using Human Centered Design principles powered by research.

  • Collecting feedback through human centered design principles to pioneer exceptional customer experiences
  • The marriage of qualitative and quantitative data to drive optimal outcomes
  • Case studies of the good, the bad, and the ugly
  • Practical takeaways: how you can do this, too
4:30 PM

Ben Labay - 10x your experimentation program with voice of customer data

  • Learn how context can be a strategy for asking people the right questions
  • CXL's playbook for gathering voice of customer data specific to mobile
  • Methods to get qualitative data on customers perceptions of UX, friction, motivation, and uncertainties
  • Learn how to prioritize the VoC research findings and create a process for testing and action
5:00 PM

Hot seat

This is your chance to explain your business challenge to speakers, and get their advice for solving it.

6:00 PM

Outside chill

7:30 PM


8:30 PM

Outside chill

12:00 AM

Indoor party

Tue, April 7.

Expand descriptions for all
9:00 AM


10:00 AM

Ton Wesseling: A/B-testing - about the important task of an analyst

Have you ever thought about the ROI state of your optimization program? Do you know if you should:

1) Increase the budget for A/B-testing?
2) Invest in more knowledge for teams that do A/B-testing?
3) Decrease the budget for A/B-testing?

An analyst can properly calculate the answer to this question. In this presentation Ton will show you how.

Do you also know that an analyst can have a really big influence on the outcome of the answer to the investment question above?

Ton will show you how an analyst can make a big impact on the number of winning A/B-tests.

10:30 AM

Brian Massey – Everyday behavioral science for conversion optimization

The days of "Launch and See" are over. No longer will we exhaust our budgets to find out if a campaign is going to deliver. Collecting behavioral data is easy, cheap, and fast. Brian Massey will take you through the modern digital design process, showing you where simple experiments will ensure that your campaigns go out the door with high conversion rates and fast ROI. We're going to cover a lot of very important ground for digital marketers and business owners.

11:00 AM

Jason Barbato – Experimenting with enterprise growth: how IBM achieved velocity, scale, and profit

Introducing the growth hacking concept and a culture of experimentation is hard anywhere; let alone at one of the oldest and largest tech companies in the world. Hear from Jason Barbato, one of the chief evangelists and lead strategists in building and scaling a growth hacking stack and best-in-class enablement program applied by 200+ users, and stories of some of the multi-million dollar experiments and milestones that have helped transform digital strategy and improve product experiences across IBM.

11:30 AM


12:00 PM

Guillaume Cabane - Why intent data is your new demand gen secret weapon to increase conversions on all channels

Over the last year, intent data providers have been cropping up left and right, but the overwhelming majority of demand generation marketers have been slow to appreciate the hard, ROI-driving power of intent data. In other words, the first-mover advantage is still yours for the taking! The only question is: which provider is best for you? And growth marketing expert Guillaume Cabane can help you there. Drawing from his experiences at Segment and Drift, where he bought over 10 intent data providers, he’ll give you first-hand, insider knowledge on what features to look for, how much to budget for them, and how to make the most of the overall intent data market shift in this practical, tell-all session.

12:30 PM

Russell McAthy - Your future customers are more valuable than your current ones - let's find them

In this talk, Russell will go through what data we can use to forecast the future and understand much more about how our future customers will engage with us, how we can find more of them and get the best value from their engagements. Forecasting the future isn't just possible - its essential to the modern marketer!

1:00 PM


2:30 PM

Your testing questions answered: Audience Q&A

3:30 PM


4:00 PM

Lex Roman - The UX of data

When tools and systems are not easy to use, people lose trust and understanding. They lose their bearings and end up relying on other methods to make decisions. It doesn't have to be this way. We can create empathetic, intuitive systems for sharing information.

  • How to choose accessible tools
  • Creating intuitive events and reports
  • Collaborative practices to ensure trustworthy data and data analysis
4:30 PM

Closing Keynote: Roger Dooley - The EASY Path to Growth

Common wisdom about what motivates customers, builds loyalty, and encourages positive word of mouth is wrong. Drawing on the ideas in his award-winning book, Friction, and his best-selling Brainfluence, Roger Dooley will share the data that shows what really drives positive outcomes and show you practical ways to get there. This keynote will be fast-paced, entertaining, and full of examples.

5:00 PM


6:00 PM

Free time

7:00 PM

After party @ Driftwood Downtown rooftop patio (319 Colorado St, Austin TX 78701)

Event Venue: Omni Barton Creek Resort & Spa

The venue for CXL Live 2020 is the most luxurious resort in Texas.

We still can’t believe we managed to book this place.

After an extensive $150+ million renovation and expansion, Omni Barton Creek Resort & Spa relaunched in May 2019 as a luxurious, relaxed retreat embodying the spirit and beauty of its home in Austin’s Hill Country.

It’s secluded and private, perfect for quality discussions and building relationships. Also - it’s April in Texas - expect the best possible weather.

If you’re coming from out of town (most are!), then you just have to make your way to the resort, we’ll take care of you from there on.

Event Sponsors

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