The Conversion Summit 2016 Highlights

Yesterday we were at the Conversion Summit 2016 in Frankfurt. In this post we will summarize the hightlights, our impressions and takes of the conference and maybe give you some good reasons to be there next year!

Spoiler: if Avinash Kaushik happened to be there once again next year, you won’t even need to check who else will be speaking. 😉


Contents

The conference was centered around conversion optimisation and speeches were touching the different aspects of it: from consumer psychology to growth mindset, conversion-centric designdata analytics and marketing strategies.

The speeches were touching well known themes as:

  • Breaking down organisational silos into cross-functional teams
  • Designing customer-centric websites
  • Adapting marketing messages to the channel
  • Collecting data in the right way and using it to produce actionable insights

but still, at least several of them, also providing real life examples and reaching to concrete conclusions to take home.

Top 3 Highlights

Why Organisations are the Biggest Conversion Killer and How to Fix it

After the intro by André Morys, the conference organiser, Craig Sullivan was on with his speech (slides here) about how, in 2016, the majority of companies still do not learn from their design mistakes. This collection of funny images actually gives a good idea of what is meant by “bad design”

After a long but funny introduction in which he compared real-life failures to online, he listed the symptoms of an organisation needing a rehab and his personal cure to it:

  • Investing more in Analytics (tools, people and trainings)
  • Removing defects at all lifecycle stages by building more efficient and successful products
  • Burning down the silos by building cross-functional teams working in agile mode
  • Making A/B- and multivariate testing part of the release process
  • Focusing on own customers and stop reading best practice fairy tales
  • Measuring quantitative and qualitative behaviour and use data insights to react

Screw the Tactics – What Corporations Must Learn from Startups to Survive

Chris Out gave a quite inspiring speech about growth hacking. He broke it down into five pillars, starting from introducing the concept of growth vs. fixed mindset.

According to Chris, the threshold of growth is determined by the amount of fixed mindsets in a company. If the CEO is one of them you already have a problem.

He then traces the profile of a growth hacker by defining him as a “T-Shaped” person, knowing his way in development, creative marketing and data analytics, but being specialised in one of them. It definitely makes sense, although people like this are the modern dream of every employer and probably a handful of such profiles exists on the market.

t-shape.jpg

Setting up marketing campaigns as a startup by focusing on “One Metric that Matters” (OMTM) when measuring business performance was another of his pillars. This is certainly a difficult (and probably not universally applicable) exercise for big companies but it is definitely something that could be taken as a goal in order to get rid of some often meaningless KPIs that just tend to distract from the real business objectives.

Growth hackers build products that have a market fit and constantly adapt them to customer needs. They optimise against life-time-value and do agressive marketing by reinvesting margins in optimisation.

Driving Innovation With Intent-Centric Strategies

Avinash Kaushik’s speech was definitely worth alone the ticket price. In a mix of humor, inspiring insights and concrete (good and bad) examples taken from random big companies, Avinash spoke about the essence of customer centricity: reaching customers at the right moment on the right channel with the right message.

His speech pivoted around the intent of a customer, how it changes from one channel to another and how it should be addressed to maximize the reach.

As opposed to the classic marketing funnel, which he declared to be obsolete (in contrast with what other speakers said and putting in discussion even the conference logo), he presented his well known “See-Think-Do-Care” framework and showing how some companies like Nissan just got it right by addressing all customer intents vs., in Avinash Kaushik’s words, other “Sleep with us or f**k off” kind of websites showing a big “BUY” call to action in the homepage and forgetting about other intents than the “I want to buy” one.

nissan_see-think-do-care.jpg

Speaking about how BMW mobile website

Avinash also brought very funny examples of companies like Commerzbank (on YouTube) or SAP (on Facebook) wasting money in social media because of intent missmatch.

Conclusion

All in all, the Conversion Summit was a positive experience and, beside the three highlights, there were other good inputs coming from the other speakers that presented.

The atmosphere during and after the conference was also very pleasant and facilitated networking with other participants. Avinash, Craig and other speakers also remained for the cocktails and it has been nice talking to them as well.

We will most likely be back for Conversion Summit 2017 😉

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The Conversion Summit 2016 Highlights
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The Conversion Summit 2016 Highlights
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In this post we will summarize our impressions of the Conversion Summit 2016 conference and maybe give you some good reasons to be there next year!
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Atos Consulting CH
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