CXL LIVE 2020

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.

@ronnyk

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.

@Digital_JB

Matt Leonard

Senior Marketing Director @ Grubhub

Matt Leonard is currently the Sr. Marketing Director at Grubhub. His prior experience includes the TripAdvisor Media Group, Codecademy, and ClassPass. As an early-career entrepreneur, Matt grew and exited his own Financial Services company, peaking at 85 retail locations.

Pavel Dmitriev

VP of Data Science @ Outreach

Pavel Dmitriev is a Vice President of Data Science at Outreach, where he works on enabling data-driven decision making in sales through machine learning and experimentation.

@testlearnwin

Lauren Schuman

Senior Director of Product Insights and Growth @ Mailchimp

Lauren Schuman is the Senior Director of Product Insights at Mailchimp where she leads the Product Analytics, UX Research, Growth and Experimentation teams who are responsible for generating insights that inform the company's product strategy.

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.

Peep Laja

CEO @ CXL

Peep is a champion of optimization and experimentation.

@peeplaja

Dave Gerhardt

VP Marketing @ Drift

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).

@davegerhardt

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.

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.

@tonw

Chris Mercer

Founder @ MeasurementMarketing.io

Mercer (as he’s known) is the co-founder of MeasurementMarketing.io and has been helping marketers, marketing teams, and agencies implement and unlock the power of Google Analytics and Google Tag Manager since 2013.

Guillaume Cabane

Growth Advisor @ G2, Gorgias, Madkudu

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

@guillaumecabane

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.

@Casandra_Camp

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.

@SimoAhava

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.

@therustybear

Momoko Price

Conversion Copywriter & Founder @ Kantan.io

As the data-loving copywriter & CRO consultant of Kantan Designs, Momoko Price helps businesses around the world sharpen their value propositions, punch up their sales copy, and ultimately capture more leads & sales with little more than a spreadsheet, a survey, and a willingness to listen.

Laura Borghesi

Senior Director, Growth Marketing @ MongoDB

Laura Borghesi is the Senior Director of Growth Marketing at MongoDB where she leads the team responsible for User Acquisition, Engagement, and Monetization through the self-serve channel.

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):

The 4-Hour, Data-Driven Copy Makeover Challenge

with Momoko Price

In this lively, insight-packed seminar, CRO copywriter Momoko Price reveals how to quickly zero in on the revenue-draining holes and conversion-killing weak spots of a poorly performing sales page and how to fix them fast with some delightfully “quick & dirty (but still data-driven)” copywriting hacks.

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.

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.

Why Intent Data is Your Secret Weapon

with Guillaume Cabane

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.


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

Agenda

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

Mon, April 6
CONFERENCE DAY #1

Expand descriptions for all
10:00 AM

Opening

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

Lunch

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

Break

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

Dinner

8:30 PM

Outside chill

12:00 PM

Indoor party

Tue, April 7.
CONFERENCE DAY #2

Expand descriptions for all
9:00 AM

Breakfast

10:00 AM

Matt Leonard – Experimentation in growth: lessons learned from insight-driven cultures


The role of Experimentation in Growth is different everywhere. Matt Leonard shares common threads, and lessons learned, from a decade spent beginning, maintaining, and evolving CRO programs. Whether you're looking to drive fast results, or acquire a needed signal to get project buy-in, you'll learn how to make experimentation your ally in growth. The tactics, tips, tricks and pitfalls range from obvious to highly unconventional. With no one real playbook, you'll see what it takes to be an Insight-Driven Culture.

As Matt has worked with everything from startups to Fortune 500 companies, agencies or in-house teams, the lessons learned are sure to hit home. CRO is a function born of humanity. The art of persuasion for both consumers, and internal stakeholders, involves the manipulation of data in a way that inspires action. Learn how to take your data, humanize it, and win.

10:30 AM

Lauren Schuman – Scaling experimentation: How Mailchimp went from 0-100


In this talk you’ll hear how Mailchimp went from running 0 to 100+ experiments in less than 2 years. Lauren Schuman, Senior Director of Product Insights and Growth, will share her experience building the growth and experimentation practices at Mailchimp, the lessons learned along the way, and how one experiment changed everything.

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

Break

12:00 PM

Guillaume Cabane - Closing keynote: 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

Lunch

2:30 PM

Your testing questions answered: Audience Q&A

3:30 PM

Break

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

Pavel Dmitriev - Hard things about Sales, and how A/B testing can help


Sales is an extraordinarily difficult job. It requires a level of mental toughness that many cannot even fathom. Because it such a challenging role, salespeople deserve the best resources to help them succeed. Yet, the centerpiece of a sales toolkit - the playbook - is often outdated and ineffective, based on anecdotes and myths from one person’s experience.

This talk will describe how A/B testing can help transform sales from an art into a science. We will share experiments that proved conventional sales wisdom wrong, describe where and how to apply A/B testing to improve the sales playbook, and discuss the future of sales process optimization we are building at Outreach - an automated optimization process based on A/B testing and causal inference.

5:00 PM

Laura Borghesi - Experimentation in a product-led growth strategy: The 4 must-haves for companies of any size


Whether you are starting your business or scaling it, four non-negotiable factors will help you supercharge the growth of your business. You’ve heard about the importance of making data-driven decisions, being customer-obsessed, experiment, etc., but what does that mean in practice?

In this session, you’ll get several years of experience with product-led growth businesses distilled into practical advice and a playbook of actions you can start implementing today.

5:30 PM

Closing

6:00 PM

Free time

7:00 PM

After party @ downtown

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 Austin, we’ll take care of you from there on.

Tickets & Registration

CXL Live is a true “all inclusive” conference.

Just get yourself to Austin - your ticket includes everything else:

  • Full access to the event
  • Two hotel nights (April 5 & 6)
  • All meals during the event + all-day coffee & snacks
  • Parties and networking events with your peers

Conference Only

Two-day conference (incl 2 hotel nights)

$2299 $1899 Get Tickets

Conference
+ Workshops Day

Two-day conference (incl 2 hotel nights)
+ Extra day of expert workshops

$3299 $2899 Get Tickets

Customize your tickets

Buy multiple tickets with an option to choose Workshop days.

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