Insights
Conversion 2024 Conference Wrap-up
Read on for more on our first big event this year

We’re still buzzing from our first big event this year, our Conversion Conference 2024.
Whilst we’ve run various smaller webinars and workshops over the last couple of years, we’ve missed these large events and it was fantastic to get some familiar and new faces together to share some of our thinking about the direction of CRO travel in 2024.
When you run events like these, you know you’re going to get people who sit at different levels of the maturity curve. A lot of our work at Ratio Partners is getting clients to the next level of CRO proficiency, whether that’s simply starting with their first experiment and introducing the right strategic framework to get them going, or enabling a more proficient organisation overcome a mutli-faceted martech environment with complex processes and data connectivity needs.
So this time around we covered a few interesting topics.
Our head of digital strategy Kaylie Green discussed the activities and frameworks you should be looking at as you progress through each stage of the maturity curve, from basic experimentation through to personalisation, CDPs and AI, and how to bring the business along with you through data. She also talked through our Anchor Framework as a way of approaching experimentation planning.
Josh Trim from Salo Creative did a “takedown” of common UX and design barriers to conversion, and why page structure, content hierarchy, mobile accessibility, and even the use of colours can make a huge difference.
Maria Kilmpasani, head of projects and digital product at Wilderness talked us through their journey so far with Ratio Partners, and how optimised landing pages have had a huge impact on their conversion rate.
Finally, Doug Morris, Ratio Partners’ insights director, discussed why A/B testing is just one tool in our CRO armoury, why “learning” is often more important than “winning”, and some tips on how to structure a robust three-month CRO programme from a standing start.
Before the obligatory post-match drinks, we wrapped up the afternoon with an engaging Q&A session, addressing questions from event attendees such as:
- Where does personalisation sit within your optimisation programme?
- Where do you see the biggest optimisation wins coming from?
- Is there a limit on optimisation?
- How should you approach the challenge of designing and testing ideas?
- What role should martech play in your testing programme?
- Questions to consider for new website design.
It was a great afternoon, and some of the insights we took away from various conversations with attendees on the day included:
- For larger businesses, navigating complex multi-team and multi-tech environments means they’re having to create more robust data and experimentation processes and frameworks to ensure success
- There is SO much martech out there at the moment, that bringing anything new into the mix often needs a whole new suite of skills to deploy it effectively, and platform specialists to hook it all up
- Tools like Microsoft Clarity are gaining a greater foothold amid the competition of platforms like HotJar to help analyse on-site behaviours and provide AI-driven insights
- Getting to a 360 customer view, whilst an old phrase, is now a very real ambition for those organisations who have the technology and data in place and are now stitching it together to enable on-demand campaign targeting and targeted personalisation efforts
Our thanks to everyone who came along, and also to all our speakers who did an amazing job of covering so much useful content.
We’re already planning for the next one so watch this space…