Speakers
Natasha SeniorExperimentation Lead @ 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
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.
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
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.
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
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.
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 will be released in 2024.
Design for Impact: Rally Your Team Around a Process that Drives Growth
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.
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
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
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.
