copenhagen
March 17 · 2026
Conversionboost Conference Copenhagen, March 17, 2026
Experimentation & Conversion Optimisation Event
from 9am to 6 p
From Insight to Impact: Key Components of a Scalable Experimentation Program
While many organizations aspire to be data-driven, few realize the true potential and value of running an experimentation program without a solid CRO strategy in place.
A CRO superhero might be running a few A/B tests each month, but how do you move from sporadic testing to a scalable experimentation program that truly fuels growth? Discover the key ingredients needed to elevate your experimentation program to the next level.
Sofia Staaf is a highly experienced expert in CRO, Experimentation, and Personalization, with over 11 years of experience helping organizations turn data into growth.
As a consultant at CROadvisory and ConversionHub, she has guided numerous companies in building scalable experimentation programs and data-driven cultures.
Passionate about understanding user behavior, Sofia applies a simple yet powerful approach, Data → Insight → Action, to create seamless and motivating user experiences.
She has held senior CRO roles at Coop Sverige, Tre, and Ving, and serves as an advisor to the AI startup Bubbi.ai. As a speaker and educator, she makes complex data concepts clear and inspires more talented people to join the world of experimentation.
Context-Aware Experimentation:
Multi-Source Data for Better Experiments
So, in this session, I’ll demonstrate how consolidating disparate data sources into a single “Intelligence Layer” fundamentally changes the experimental process. By moving beyond isolated dashboards and integrating Financial Data (Inventory/Margin), Market Data (Competitor Pricing/Ads), and Qualitative Data (Review Sentiment), we can transition from “random testing” to “context-aware experimentation.”
The Core Principles We Will Cover:
Data Consolidation as Strategy: Why understanding the user sentiment, ad library, customer feedback, and the post-purchase customer experience is as critical to CRO as a heatmap tool + how to unify them.
The “Informed” Hypothesis: How to use multi-source ingestion to automatically identify the highest-value opportunities (e.g., “Competitor X is often out of stock on a certain category where we have enough margin; therefore, let’s test an cash-back credit for delayed shipments”).
The New Workflow: A look at a working prototype that automates the Data to Insight to Hypothesis loop, allowing CROs to skip the manual analysis and focus purely on validating high-probability experiments.
Valentin Radu is the mind behind the AI CRO Benchmark, an AI-powered audit based on insights from 120+ CRO experts. It tells >3,000+ websites what’s wrong with their UX, accessibility, data tracking hygiene + customer sentiment, in <15 minutes. It finds friction, calls out bad UX, and surfaces test ideas that aren’t just wishful thinking.
Valentin also wrote the actual book on making customers stay: The CLV Revolution. It’s a bestseller, presumably because “how to stop people from dumping me” is a timeless eCommerce problem.
He is also a chronic founder, having launched four companies (still experimenting with Omniconvert, the experimentation platform). He treats these businesses as his own private test labs: Real-world playgrounds to design, run, and scale experiments that would make a normal CFO’s eye twitch.
Decision Theater: A play in three acts
“You’ve got the dashboards. You’ve got the testing tools. You’ve even got executive buy-in for “”data-driven decision making.”” So why does every major decision still feel like it gets made the same way it did in 2015? in a meeting, under pressure, based on whoever argues loudest?
After 20 years fixing broken analytics implementations and cultures across four continents, Steen has identified a pattern. Most organizations aren’t bad at collecting data, they’re just really bad at letting it change their minds.
In this session, he dissects the anatomy of “a fake data decision” in the subtle organizational choreography where insights are gathered after the decision is already made, and dashboards exist mainly to defend choices rather than inform them. He’ll share some of the telltale signs that your team is performing “data-drivenness” rather than practicing it, and offer some suggestions for concrete interventions that actually shifts behaviors.
No frameworks. No maturity models. Just an honest look at the gap between the data culture we claim we have and the one we actually have – and what it takes to fill the gap.
Key takeaways:
- How to spot “”decision laundering”” in your own organization
- Why more data often leads to worse decisions and what to do instead
- Practical tactics to make evidence actually compete with opinion”
After 20 years co-founding IIH Nordic, Steen Rasmussen made a dangerous discovery: he preferred travelling the world fixing impossible problems over having a steady paycheck.
Now he’s a self-described “fractal digital fixer” – a polite way of saying “the person you call when everyone else has failed and you’re too stressed to admit it.” He parachutes into organizations where analytics implementations have gone sideways, data activation dreams have died, and internal teams are quietly updating their LinkedIn profiles.
His superpower?
Translating “we collect everything” into “we actually make decisions.” Because after two decades in digital analytics and CRO, he’s seen every flavor of expensive data, tools and tests that nobody uses.
Steen has shared his knowledge from Silicon Valley to Mumbai and at at Conversionboost, he’ll explain why your decisions are still gut-feel dressed up in dashboards – and what to do about it.
Entering the Ring: Fighting for CRO Maturity
Anyone can start testing, but turning experimentation into something that genuinely improves business decisions is a very different fight.
In many organizations, testing is happening, but it isn’t helping the organization truly learn and grow. In this talk, Lomax shares the journey of building a 100% in-house CRO & UX team and fighting to qualify and validate experimentation as a strategic discipline.
From leadership buy-in and change management to balancing velocity with quality and tying experiments directly to business outcomes, this talk offers an honest perspective on what it actually takes to be successful with CRO – and to move the discipline from activity to impact.
Sanne Maach Abrahamsson is Team Lead in the Digital department at Lomax, where she is responsible for Site Management as well as CRO and UX.
Her work centers on driving e-commerce growth through experimentation and user-centered design. Together with her team, she has built a mature and strategic experimentation program and is currently developing and strengthening the company’s UX/UI setup.
Over the past three years, Sanne has led a journey toward becoming more user-centric and data-driven in decision making. A key focus of her role is to mature both mindset and practices in that direction.
She is passionate about bridging user needs and business goals, and about making CRO and UX visible, actionable, and valuable across the organization.
From Specs to Sensations: How Emotion Drives Conversion
“What drives your customers to buy, logic or emotion? This case study presentation challenges the assumption that purchase decisions are rational. Through a series of experiments under one overarching theme, we show how communicating feelings and sensations dramatically outperformed communicating rational concerns such as features—or in some cases, even price discounts—in driving conversions.
You’ll see the real data and the exact processes we followed that led to one of the biggest success stories of our experimentation program, and how this insight fundamentally changed the way we communicate with customers, shifting from “”what a product does”” to “”how it makes people feel.”” A powerful perspective shift that can be explored and adopted across any product category or industry.
The processes we’ll cover are the backbone of our experimentation program, helping us navigate complexity, extract insights from failures, and scale for maximum impact, all fully replicable by any team.
The promise? Yes, we’ll talk about ‘processes’ but these won’t be boring. They’ll be surprisingly entertaining and will deliver seriously sexy results.”
RIP ‘This Probably Works’:
When Channels Finally Test Together.
Without truly embracing it as such, everyone is testing. All the time: to challenge the status quo and improve workflows, campaigns, and user journeys. It just so happens that doing structured testing across channels is an extraordinary method for smashing down the well-renowned silos.
You’ll see cases where channels work together to create easy wins and a framework to support it. No matter how obvious the improvement might seem, you need to qualify and understand the value you’re creating.
And is your organization a tought nut to crack? There’s no better firepower than a data-driven test result with neon-green dollar-signs jumping around.
Formally, I am the Senior Director of SEO, CRO & UX at WPP Media. But really, I am just a nerd – manically passionate about optimising websites and digital experiences through understanding what’s wrong and learn how to improve it.
I have tested and improved the digital presence for some of the biggest Danish and global brands for the past 10 years, and posted more than 700 times on LinkedIn to reach 5.2M sets of eyes on topics like CRO, AI, and advertising.
The Future of Forms: Where We’re Going, We Don’t Need Forms...
This talk will share how webforms have evolved, where they are going and how you can future-proof yourself against the relentless march of technology.
Alun runs Zuko Analytics, a platform that helps companies figure out why people start their forms… and then give up halfway through.
He’s spent years deep in the weird world of user behaviour and conversion data, turning “why did they abandon?” into “oh, that’s why.”
At Conversionboost, he’ll share what thousands of broken forms have taught him about friction, psychology, and patience.
8 speakers • 200 participants • 12th year going • single track in english • Post conference hang out
with great support from
founded and arranged by
Ole Gregersen
with DI Handel
Join the CRO crowd
Right now only € 379 + VAT
Founded, organised and hosted by Ole Gregersen with DI Handel.
© Conversionboost 2013-2025
Event location:
Industriens Hus.
Rådhuspladsen.
H.C Andersens Boulevard. 18,
1553 København.
Ticket sales handled by Optuner.
CVR: DK21024341