CXL Live 2018

11:00 am

Registration open. Welcome coffee and tacos.

12:30 pm

Conference kick off

1:00 pm

Bryan Eisenberg – Saying Goodbye to the Buy Button

Marketers always adapt. Television forced adjustments from sound alone to moving images on a screen. Personal computing birthed an adaptation of an interactive screen. Mobile computing coerced cramming that interaction onto a smaller screen while on the go.

Now, we are about to move from any screen to none. How do we adapt? Siri, Google Home, Amazon’s Alexa and IBM’s Watson are in the early days of conversational UX . AI assistants and robots are also beginning to play a meaningful role in our lives.

Will AR and gestures change the way we shop? What happens as more and more of these interactions influence our buying behavior? How do we develop a plan to keep up with these rapid changes?

1:30 pm

Hana Abaza – Thriving on Change, Driving Growth and Lessons Learned at Shopify

Identifying (and prioritizing) opportunities for growth and optimization in an increasingly complex environment is hard. Competing priorities, warp speed changes in a noisy landscape and a fast-growing organization could spell a recipe for disaster. Unless you know how to thrive on change and leverage the chaos to your advantage. This session will cover learnings, strategies and tactics to drive growth at scale.

2:00 pm

Ed Fry – Customer Data Operations: Unleashing your hidden growth engine

Siloed tools = Siloed data = Siloed teams.

Every email. Every ad. Every website visit. Every brand interaction ever. How do you unify, enrich, segment, and sync all this customer data across your sprawl of sales and marketing tools and databases? And profit?

In this session, Ed will show you the best practices (and horror stories) from SaaS scale-ups to orchestrate all your tools, teams, and data, to create 1:1 personalized experiences at scale, and to drive outsized results across your teams.

2:30 pm

Break

3:00 pm

Ezra Firestone – What Works in Email Marketing Right Now

Email marketing (yes, STILL) rocks the highest return on investment of any medium, garnering on average $28 for every $1 you invest. That is, if you do it right. Ezra will show real life data and campaigns and share results.

3:30 pm

Alexa Hubley – Master Customer Marketing by Watching Romantic Comedies

Romantic Comedies provide real lessons in building empathy and trust, like why using hyper-personalized marketing inspires customers to fall (truly, madly, deeply!) in love with your product. And the results back it up. In a recent campaign targeted at moving monthly customers to annual plans, we earned Unbounce $700k in annual recurring revenue and saw 4x increase in annual subscriptions…in just 6 months.

During this session you’ll get:
-A framework for romancing customers through hyper-personalized marketing-Lessons from a real customer marketing case study you can apply right away-A how-to guide on creating intimate relationships with customers, even at scale

4:00 pm

Break

4:30 pm

Tara Robertson – How to 10x Growth by Optimizing Customer Marketing & Retention

Are you spending all of your time and budget optimizing for new customers, and not enough on your retention growth strategy? According to Harvard Business School, a 5% increase to your customer retention could increase profits by upwards of 25-95%. Based on this, it’s no surprise that the post-sale conversion funnel is one of the more important optimization practices, but for some reason it’s also one of the most over-looked. In this session, we’ll explore how Sprout Social focused on understanding customer insights and translated that data into tangible retention based results. By spending time understanding the voice of the customer, Sprout was able to build a program that drove a significant decrease in customer churn, a higher customer NPS, and an astounding increase to top line revenue. Discover the retention strategies used along with how you can also optimize for a stronger customer experience with profitable growth.

5:00 pm

Bangaly Kaba – The Path to 1 Billion: Lessons learned from Growing Instagram

Bangaly Kaba manages the Growth Team at Instagram and will share principles, best practices, and insights that his teams use to to grow Instagram around the world. This talk will cover topics such as using data to inform execution and experiment design, leveraging planning and communication to create step changes in impact, and how design can improve product adoption.

5:30 pm

Drinks and outdoor games

7:00 pm

Dinner and chill outside

Our famous outdoor dinner with live music, followed by drinks and games.

10:00 pm

Indoor party

9:00 am

Breakfast

10:00 am

Candance Ohm – a Mathematician’s Guide to Growth Optimization

We all want hockey stick growth and we know that conversion rate optimization is the way to get it, but how do you decide which metric is best to focus on?  In this talk we take a deep dive into funnel analytics and discuss how they impact your growth curve.  We’ll define product-market fit based on the slope of the growth curve and show how pm-fit can be achieved.  In addition you’ll learn:

– The metrics you should be tracking and why
– How to calculate your growth curve using funnel analytics
– Which metrics lead to exponential (hockey stick) growth

10:30 am

Guy Yalif – Demystifying AI for Marketers

Most of us have read about artificial intelligence changing growth marketing. How do we separate the hype from the practical reality?

We’ll cover how to put AI to work for your optimization efforts, which are the typical forms of AI in use and how to think about each, and where to probe to help ensure you’re getting real value from your investment of time and money.

You’ll leave this session with practical examples, questions to ask, and insights on putting AI to work in the right way for your optimization efforts within the smallest to the largest of organizations.

11:00 am

Break

11:30 am

Chad Sanderson – The Statistical Pitfalls of A/B Testing

Most optimizers have heard of Type I and Type II errors, Sample Size, and Statistical Power (if not, a brief primer covers that!) but those statistical errors are just the beginning in a long list of potentially poisonous mathematical problems CRO’s must face. Not only does this talk provide an overview of those issues, it also addresses how to structure your optimization program in a way that relies more on common sense, visualizations, and replication.

12:00 pm

Els Aerts – Without Research There is Nothing

In this talk, Els will not only tell you why user research matters but also how to master various user research methods like a pro.

Even when you’re on a shoestring budget. This session is packed with case studies and examples.

12:30 pm

Lunch

13.30 Lunch & Learn session: Conversion Hacking with Consumer Insights (Zac O’Neil from Usabilla)

The ultimate CRO hack lies within Consumer Insights.

With Consumer Insights you have real, actionable consumer feedback that tells you exactly what you need to do – so you can hack your CRO strategy.

In this session we will discuss how marketers who leverage Consumer Insights in their CRO strategy are experiencing maximized returns.

2:00 pm

Matt Roach – How to Optimise Big Corporates (with a Lot of Legacy)

Politics, bureaucracy, resistance to change, siloed organisations, fixed development roadmaps: big organisations, especially legacy ones (not born in this century), offer significant obstacles to the aspiring CRO seeking impact. Here are some learnings and tips to overcoming them – from the optimisation program of a $ Billion Media Conglomerate.

2:30 pm

Mats Einarsen – Lessons Learnt from Creating a Large Scale Experimentation Culture

With 10 years of experience in AB-testing from Booking.com, OpenTable and KAYAK, Mats Stafseng Einarsen is sharing some of the lessons he learnt from creating high volume conversion optimisation teams. Particularly drawing from his experience at OpenTable, where he scaled experimentation from 25 to up to 200 experiments per month, substantially driving conversion and growth. This talk will contain small and big tricks that might help get traction for AB-testing in your own organization.

3:00 pm

Yu Guo – Scaling experimentation at Airbnb: Platform, Process, and People

AB-testing/experimentation has been established as the golden rule for optimizing conversion. Airbnb has been successfully leveraging experimentation for growth. Today we will share our experience in building out the platform and process in scaling experimentation and building a data-driven culture at Airbnb, which includes a centralized experiment assignment and analysis framework with built-in best practices; a council to advise fellow team members on tricky experimental design and deep dives; multi-leveled education courses to educate and increase awareness during engineering and data science onboarding, and internal Data University to truly democratize data to everyone in the company.

3:30 pm

Break

4:00 pm

Renee Thompson – How to Win at B2B Optimization

While many optimization concepts and best practices hold true for all organizations, B2B companies have a unique set of priorities and challenges. In this session we’ll discuss the metrics that matter, and how to take advantage of website optimization, personalization and content optimization to move the needle on those metrics.

4:30 pm

Vab Dwivedi – E-Commerce and Customer Experience Optimization Practices from Dell.com

As a leader in site optimization and digital analytics for nearly a decade, Dell has a robust approach to e-commerce optimization. In this session, Vab Dwivedi will discuss how Dell drives a world class user experience for its Consumer, Business and Support visitors through robust research practices. Learn how they leverage both A/B, multivariate testing & qualitative research for a user experience that is constantly being optimized for conversion and revenue.

5:00 pm

Merritt Aho – May the Best Ideas Win (They Usually Do)

Research and good prioritization alone will not get the best tests on your roadmap. If ideation isn’t a core competency in your growth program, you’re behind in your game. Walk away from this presentation with the right mindset and a toolbox of ideation methods to make your optimization better. Do it right and you’ll not only win more, you’ll have more people in your organization engaged in and excited about optimization.

5:30 pm

Chill

Networking and drinks while playing outdoor games.

7:00 pm

Dinner and Chill Outside

Our famous outdoor dinner with live music, followed by drinks and games.

10:00 pm

Indoor Party

9:00 am

Breakfast

10:00 am

Gary Angel – Extending User Experience Analytics into the Real (non-digital) World

We’ve all gotten quite sophisticated at measuring Websites, mobile apps and social chatter. And along the way, we’ve learned a lot about how to build better experiences and personalize them to make them more interesting, more useful and more profitable. But in a supposedly omni-channel world, where does the store fit in?

Most stores still use basic design principles augmented with limited VoC to measure the real-world experience. And other complex facilities – from airports to arenas to banks to resorts – are even less measured. That’s no way to optimize the experience. In this presentation, you’ll learn about a set of capture technologies that anonymously measure real shopper journeys. Cheaply. Accurately. And across every shopper. You’ll learn about the data these system spin-off – it’s challenges and its potential. And you’ll get a solid introduction into the ways you can leverage that data to drive improvement in the real-world user experience. Applications like improved queue management, better labor-force allocation and distribution, improved measurement of Associate interactions, feedback into training and hiring processes, better store design, and the introduction of A/B testing programs into store promotion and layout processes. It’s a whole new (real) world of UX to explore with these fascinating technologies.

10:30 am

Moe Kiss – The Pursuit of Customer Happiness: Why Customer Experience Across Devices Matters

In the world we live today, is there still anyone out there who uses only a single device? How important is it to analyze cross-device behavior to understand customer experience? To optimize customer lifetime value over a single transaction and acquire brand advocates over customers, this understanding has become crucial. As lead analyst for customer experience at THE ICONIC, Moe shares how the company shifted its mindset in using typical conversion funnels and broke the norm with how it measured customers’ journeys. Learn with practical examples from the journey Australia and New Zealand’s fastest growing online retailer has taken, to become truly customer-centric in its product management decisions.

11:00 am

Break

11:30 am

Rachel Sweeney – Building an Optimization Framework driven by the Cloud and AI

The capability of tools we use for optimisation and A/B testing has evolved substantially over the past few years. AI has become a core part of this evolution and is reinventing existing products and powering new experiences. Cloud services have also been evolving, providing new ways to connect and interact with customer data.

As optimization practitioners, the opportunities for us are almost endless, and at times, overwhelming. In this talk, Rachel will run through what is required to successfully integrate this new landscape into every day testing.

12:00 pm

Closing Keynote. TBA.

12:30 pm

Goodbye! Last lunch and chats with friends.

10:00 am

Kayaking on Austin town lake, followed by drinks!