Talk 1. The Psychology of Selling: Why Brands Need to Humanise CRO
Chris Ford, Head of CRO at Croud

In this session, Chris will outline the importance of humanising CRO in order to drive results. He will explain why it’s vital to analyse and relate with users’ shopping behaviour, including examples of how to start gathering insights that can set you apart from the competition and boost your conversion rate.

Key Delegate Takeaways:

• Gain an understanding of the most powerful tool in the CRO toolkit
• Get ideas and guidance for tracking important user behaviours
• Take away practical steps to humanise your optimisation mix

Talk 2. Driving Actionable CRO Through Bespoke Audience Insights
Rachel Harrison, CRO & UX Manager at connective3

Passionate about getting under the skin of users and really understanding their pain points, Rachel is going to talk about how to adapt your CRO strategy to be more user informed. If you struggle to get buy in from key stakeholders within your business, here are some tips to overcome the barriers and prioritise according to your users needs.

Key Delegate Takeaways:

• How user behaviour has changed due to the pandemic
• The idea that having a ‘good’ website simply isn’t enough anymore
• How to apply audience insights into your experimentation strategy

Talk 3. The Future of CRO
Michael Weir, Head of Behavioural Research at Jaywing

The advancement of AI and machine learning has changed the e-commerce landscape. The impact of this is heightened customer expectations and the intelligence of their interactions with software. In turn, with technology changing the digital landscape quicker than ever before, this is driving a requirement in UX/CRO for more sophisticated perceptions of what constitutes a user’s ‘mental model’ of an experience.

CRO teams need to adapt – adopting emerging methodologies and technologies will be crucial in the very near future; everything from psychographics, wearable technology, affective computing and the impact of AI.

Key Delegate Takeaways:

• Personalisation and marketing intelligence are becoming key facets of how we approach CRO
• The focus should always be on people’s motivational drives and emotions, but researchers will have a more broad and diverse set of tools to help us to do this
• AI software will revolutionise the way websites and data are being analysed to create personalised, dynamic digital services
• Opportunity awaits for those who adapt and prepare for the future