This year on the 15th and 16th of May, Google held an event centered around everything to do with conversion rate optimisation (CRO), aptly named Conversions@Google 2018. iProspectNL (part of Dentsu Aegis Network) was there together with our clients Transavia and Foot Locker. In just under 2 days, we were treated to a wide array of speakers on all sorts of topics ranging from confirmation bias, data validity, user interaction, mobile- and webtrends. As well as new technologies and techniques to implement in order to further enhance user experience.
The audience comprised agencies and companies alike, the aim being to elevate everyone's CRO practices to a higher level. A good portion of the talks centered around having a critical look at your own current way of working, what direction the industry is headed towards and how to adjust your processes to accommodate for this future.
We've listed some of our favorite speakers and what you could take away from their talk.
Even though it's generally one of the more dreadful subjects to talk about, Simon Ahava took on the challenge of talking about data. More specifically, what is your data? We are very keen to report on metrics, KPI's and otherwise measurable insights, but will very quickly overlook just exactly what it is we're looking at. What exactly is a "session"? How is it defined to its deepest level? And what repercussions does that have on the conclusions we're drawing from it? It's great to be able to report an uplift in any arbitrary metric, but is your data actually telling you what you think it is?
As George Canning mentioned: "I can prove anything by statistics, except the truth."
Google's own Andrej Lippatsev talked about 2 interesting solutions Google is offering themselves: The Google Single Sign On and Pay With Google. The technologies have been around for a while now, and they're not the only ones of their kind. What they offer however is a way to think outside the box. How often do you see it that we're optimising log-in forms, or payment funnels, by testing copy, layout, autofill / -correct, placeholders etc., without ever considering changing the whole process? Rather than having these forms and monotonous forms, why not implement a single button? Single Sign On and Pay With Google allow you to do this, and surprisingly it's very accessible for testing through client-side testing tools.
The first day was closed by the ever-eloquent Craig Sullivan, Optimiser of Everything. Demonstrating how the true complexity of conversion rate optimisation lies in its simplicity, he prepared a ready-to-use way of working for everyone in order to kick start their own optimisation efforts. Using actual cases as well as a good dose of humor makes the talk both informative, interesting as well as eye-opening. Too often will we look at what's new and cool, instead of asking the question "Can people even use what we currently have?".
All in all the event was more than helpful, providing us with valuable insights towards the future of CRO. We've already started putting several of the take-aways into practice, and would like to encourage you to do the same.
CRO Developer @ iProspectNL