Keynote Speakers
Erin WeigelAuthor of "Design for Impact" & Advisor at ABsmartly
Erin Weigel delivers impactful, user-centric products and tells stories about how she does it.
Her career started in customer service when she worked retail and waited tables. This experience developed her service mindset, which guides her unique design approach.
She has A/B tested thousands of design changes at Booking.com, the world's largest online travel website, where she worked as Principal Designer for 9 years. Her specialities are Conversion Design and building experimentation cultures. She's currently writing Design for Impact: Your Guide to Designing Effective Product Experiments, published by Rosenfeld Media, which was released in 2024.
Design for Impact: Rally Your Team Around a Process that Drives Growth (Keynote)
Experimentation can be intimidating to non-data science folk. But Erin wants to get everyone excited about A/B testing. In this talk, Erin shares the Conversion Design process. It centers A/B testing as a way to gather high-quality evidence to make highly informed decisions to improve your digital product design.
Jorden LentzeSenior Product Manager Apps at Booking.com
In 2008 Jorden ran his first experiment using Google Website Optimizer and working for MoneYou.
After running experiments for ABN AMRO he joined Google as a conversion industry manager, responsible for the CRO strategy in the Benelux before joining Booking.com in 2017.
At Booking.com he started on the hotel side of the marketplace, improving the onboarding flow for new hotels, switching to the guest side in 2020. After changing the way customers select and customize a room on apps, he is now working on decreasing choice overload by reducing the number of room choices and increasing the differentiation per choices, specifically on apps.
Next to this he also an Experimentation ambassador and is giving experimentation training to product managers and others at Booking.com
Jorden is passionate about experimentation and thinks that homepage carousels and hamburger menus are evil.
20 years of (in)validation - The evolution of experimentation at Booking.com (Keynote)
Booking.com is a super heavy weightier in experimentation, and it took them 20 years to get where they are. Learn the detailed steps of embedding experimentation in your culture and make it critical to your long term success.
David MannheimFounder of Made with Intent
David is the founder of Made With Intent and author of The Person in Personalization. With over 15 years in digital marketing, he previously founded the conversion optimization agency User Conversion, which was later acquired by Brainlabs. He’s known for helping brands close the gap between what customers want and what businesses deliver—by focusing not just on performance, but on intent.
David is a high-energy, story-driven speaker who’s been voted most engaging at events like CXL Live and Experimentation Elite. His keynotes blend humor, Disney references, and deep industry insight—challenging how we measure success and what it really means to personalize.
Whether he’s guiding audiences through “personalization jeopardy” or sharing lessons from 150+ interviews with brands, David brings fresh perspective and practical ideas on how to make marketing more human.
You are what you measure (Keynote)
Join David on this journey of seeing how changing your measures of success lead to vastly different outcomes. Disney, basketball, football and cobras are all likely to feature in this question for true personalization.
Eden BidaniConversion copywriter
With 13+ years of experience in sales, marketing, and copywriting, Eden helps software companies show the world the value of their tech so they can acquire more customers, more profitably. Drawing on her deep expertise in conversion copywriting and strategy, she challenges conventional best practices—especially in an AI-saturated world—by leaning into surprising, customer-led, and counterintuitive approaches that actually drive results.
Her recent talks include how to use AI writing tools the right way, why copying your customers’ own words can outperform even expert copy, and how unusual copywriting methods can outperform “data-driven” norms.
How to craft landing pages that read good and convert good (Keynote)
The biggest problem with crafting landing pages that convert? It's knowing where to even start. In this hands-on session, Eden will walk you through a battle-tested template you can use as a guide to help you craft high converting landing pages (better than AI can) -- even if you don't have a full-time copywriter on your team.
Theo van der ZeeConversion specialist with a focus on sustainability
Theo van der Zee has over 20 years of experience building and optimizing websites. He currently works as a freelance conversion optimization specialist from The Netherlands and has collaborated with over 180 clients across 10+ countries. In recent years, Theo has shifted his focus toward sustainability, leveraging his expertise in research and experimentation to help companies adopt sustainable business practices. An avid learner, he has studied extensively in this field, diving into hundreds of books and academic articles. As a recognized expert, Theo is also a top-rated keynote speaker on this topic, inspiring audiences worldwide to embrace sustainability.
Optimizing Websites for Sustainable Choices (Keynote)
CRO people use their evil magic to get people to click more and buy more stuff they don't need - right?! So what we do is, by definition, not sustainable - right? Not so fast. In this session you'll learn how to drive sustainable business practices without sacrificing long-term profitability. Using real-world examples and research-backed strategies, you'll discover actionable ways to nudge customers toward better decisions, through simplicity, transparency, and perceived value, avoiding greenwashing, and aligning business growth with environmental responsibility.
Natasha SeniorExperimentation Lead at Sky
Natasha Senior is the Experimentation Lead at Sky, where she transformed an in-house CRO program into a fully embedded, company-wide experimentation culture. With a background in CRO, data, and analytics, she leads experimentation across product, digital journeys, CRM, and conversational channels like IVR and messaging. Natasha is passionate about embedding test-and-learn thinking into decision-making at every level, bringing a hands-on, results-driven approach focused on making experimentation practical, impactful, and integral to business decisions.
Experimenting on the unconventional - Creating an experimentation program on reducing operational costs (Keynote)
This session explores how shifting the experimentation mindset beyond conversion can unlock value in overlooked areas of the business. Learn how applying test-and-learn principles to operational costs can drive impact just as powerful as traditional growth metrics.
Jam Session Speakers
Emma LindahlHead of ICAx
Emma leads ICA Gruppen’s innovation unit ICAx. With a diverse background that includes a PhD from Karolinska Institutet, roles in business development, design, product management, and teaching. Emma excels in integrating creative research strategies with cutting-edge technology. She emphasizes an experimental approach to strategy, new technology, business and human wants, so that innovation consistently can be translated into real-world impact.
The Joy of Killing Projects – Jam Session
Session Canceled Due to Unforeseen Circumstances
Killing isn’t cruel — it’s creative hygiene. Emma shares why innovation teams should celebrate endings as much as beginnings, and how to turn every kill into learning fuel.
Mårten SchultzbergStaff Data Scientist @ Spotify
PhD in Statistics, leads experiment design and statistics at Spotify’s experimentation platform, Confidence. He’s helped scale Spotify’s culture of experimentation from a handful of teams to hundreds, not by chasing new features, but by perfecting the fundamentals. Mårten argues that most organizations don’t need more tooling; they need cleaner thinking. His work blends academic rigor with product pragmatism, turning statistical nuance into something builders actually use. A seasoned university teacher and published researcher, he writes and speaks about how to bring scientific discipline to real-world experimentation.
Most experiments fail – and that's exactly the point
Location: Floor 2, The Library
Mårten shares insights from Spotify's 50,000+ experiments showing why their 64% learning rate matters more than their 12% win rate, and how AI is making experimentation more important than ever.
Kim DahlrothExperimentation Specialist & CRO-Manager @ Zebro Labs
Kim has worked with Conversion Rate Optimization (CRO) among the longest in Sweden and shares AI-powered CRO hacks that outperform (your) standard methods. With years of hands-on experience, Kim has developed techniques that deliver better results than conventional approaches.
5 levels of design feedback using AI -YEAH! – Jam Session
Location: Floor 1, Room 8
Do you design and run AB-tests? Lets learn from each other on how to get the best feedback from our friendly AI-gods of the internet.
We will be using live sites as examples and you will be forced to say subjective things about design.
Anders ScheefProduct and Conversion Manager @ Conversionista!
Anders leads Conversionista’s team of CRO and experimentation specialists. With over 17 years of experience driving digital growth and development, he helps companies turn insights into measurable results through data, testing, and smart use of AI.
At the moment he leads the company’s AI transformation, using AI to scale experimentation and unlock faster, smarter ways of creating impact and new learnings.
The state of AI in CRO – Jam Session
Location: Floor 1, Room 4
Of course AI will be a big thing in the future - but more importantly - what is happening right now? What are the tools & methods people are using? And what results are people seeing? This discussion will be moderated by Anders Scheef, Conversionista's own AI lead.
Johanna AhlbergMarketing Manager @ Reco
How Ratings Drive Conversions
Location: Floor 1, Room 14
It s not news that displaying ratings and reviews on your web site drives conversions. But you can do it in many different formats, and at various places in the funnel. Learn from a pro how and when to use ratings and reviews in order boost store performance.
Björn AlbertsPrincipal Digital & AI Advisor @ Eidra
With almost 30 years of experience spanning marketing, communications, and product development, he helps organizations navigate the shift to digitalization. His track record includes breaking records as CMO of the Volvo Ocean Race, transforming Mag+ (featured on stage by Steve Jobs when launching the iPad) into a subscription-based SaaS business with 500% revenue growth, and co-founding shipping optimization company Ingrid. Björn combines strategic vision with tactical execution, using his comprehensive experience and network of skilled professionals to create lasting change across automotive, fashion, finance, and sports industries.
Navigating the AI-driven web of tomorrow – Jam Session
Location: Floor 1, Room 8
Björn Alberts, Senior E-com Advisor at Eidra, explains how AI is transforming the customer journey and what it means for visibility and conversion.
Fedja PorobicSr E-commerce Consultant & Founder @ Porobic Group
Fedja is successful E-commerce entrepreneur who has earned his success thanks to a relentless focus on optimizing the ecom machinery. And CRO is a vital part that can not fail in this machinery.
Profitable e-commerce ❤️ CRO
Location: Floor 2, Library
Lunch Session Speakers
Desirée van der HorstCRO Manager @ Loop Earplugs
Lunch Session: Amplitude
From Data to Growth: How Loop Drives Results with Analytics, Experimentation, and AI” Explore how leading teams scale growth by uniting analytics, experimentation, and AI
Location: Greenhouse 2, floor 7
Niklas FoganderAccount Executive @ Amplitude
Lunch Session: Amplitude
From Data to Growth: How Loop Drives Results with Analytics, Experimentation, and AI” Explore how leading teams scale growth by uniting analytics, experimentation, and AI
Location: Greenhouse 2, floor 7
Daniel LambertAccount Executive @ Amplitude
Lunch Session: Amplitude
From Data to Growth: How Loop Drives Results with Analytics, Experimentation, and AI” Explore how leading teams scale growth by uniting analytics, experimentation, and AI
Location: Greenhouse 2, floor 7
Samantha Gowran FarrierEcommerce Manager @ Komplett
Lunch Session: Optimizely
From Web to Features: Scaling Experimentation in the AI Era – How do you move beyond traditional A/B testing and embed experimentation into your entire product journey?
Location: Historical Room, Floor 6
Mårten BokedalSenior Solutions Strategy Director @ Optimizely
Lunch Session: Optimizely
From Web to Features: Scaling Experimentation in the AI Era – How do you move beyond traditional A/B testing and embed experimentation into your entire product journey?
Location: Historical Room, Floor 6
Andreas CederbladGrowth Manager @ Husqvarna
Lunch Session: Kameleoon
Meet PBX (Prompt-Based Experimentation) - The new way to build experiments in minutes with AI
Location: Greenhouse 3, Floor 7
Meet PBX (Prompt-Based Experimentation)
Location: Floor 1, Room 4
The new way to build experiments in minutes with AI.
Fabrice BoisserancHead of Presales & Lead Customer Success @ Kameleoon
Lunch Session: Kameleoon
Meet PBX (Prompt-Based Experimentation) - The new way to build experiments in minutes with AI
Location: Greenhouse 3, Floor 7
Meet PBX (Prompt-Based Experimentation)
Location: Floor 1, Room 4
The new way to build experiments in minutes with AI.
Moderators
Platinum Sponsors
Kameleoon is a powerful and easy-to-use optimization platform founded in 2012 that combines A/B testing, full stack capabilities, and AI-powered personalization in a single, unified solution. Their platform brings marketing, product, and engineering teams together to experiment effectively and drive measurable growth.
Optimizely is a digital experience platform built to help businesses optimize and personalize every customer interaction. Our experimentation and personalization solutions enable teams to test, learn, and adapt with confidence — from web and product experiences to campaigns and features. With the addition of Warehouse Analytics, Optimizely helps marketers and product teams bring together data from across the business for deeper insights, smarter decisions, and measurable growth.
Amplitude is the #1 AI-powered digital analytics platform, built to help teams turn data into better digital experiences. With Amplitude, you can uncover the “why” behind customer behavior, experiment with confidence, and optimize every step of the digital journey.
The platform combines analytics, experimentation, and personalization in one place, so you don’t just see what’s happening, you understand why it’s happening and how to improve it. From increasing sign-ups and reducing drop-offs to boosting retention and lifetime value, Amplitude gives organizations the insights they need to build digital experiences that convert and grow. Today, over 2,700 leading brands, trust Amplitude to accelerate decisions, maximize ROI, and deliver customer experiences that drive growth. Whether you’re scaling your first experiment or orchestrating advanced personalization, Amplitude helps you move from raw data to real customer delight, faster.
Gold Sponsor
Etals is an AI-powered solutions company built on years of eCommerce expertise, now serving businesses across industries. We harness cutting-edge AI technology to solve complex content and data challenges—from copywriting and translations to product enrichment, search optimization, and beyond. Our versatile platform seamlessly integrates with existing systems, automating workflows and eliminating manual data handling. Whether you’re facing unique challenges or envisioning new ways to leverage AI, we have the expertise and tools to bring your ideas to life and help your organization work smarter
Venue Sponsor
Eidra is a consultancy collective driven by the conviction that business transformation requires a combination of management consulting and best in breed expertise in creativity, engineering and data.
That’s why we’ve gathered the best in breed companies, and designed a model for how to orchestrate our common capabilities and collaborate deeply with our clients.
