Ashley Serotta is a digital product and ecommerce leader with over two decades of experience at premier consumer technology companies, prestige CPG brands, and VC-funded startups. Her passion for delighting customers has guided her in driving innovative digital expansions and implementing new technologies into her organizations. She is currently the global technology leader for Revlon’s Digital Transformation across brands and regions, migrating all to a singular digital and ecommerce platform to improve speed to market and recognize operational efficiencies for the organization.
Tuesday, August 12
3:05 PM Track A: Panel Discussion: Bolstering Conversion with UX Improvements: Best Practices for A/B Testing
Optimizing conversion rates demands a strategic blend of user experience (UX) refinement and data-driven experimentation. Effective UX improvements—such as intuitive navigation, mobile-first design, and frictionless checkout flows—lay the foundation for seamless customer journeys, while A/B testing enables brands to validate these changes and identify high-impact optimizations. This panel will explore best practices for leveraging A/B testing to enhance UX, from isolating single variables and setting clear goals to analyzing statistical significance, ensuring that every design decision aligns with user behavior and business objectives Expect to hear about:
- Harnessing data-driven insights to optimize UX and boost conversion rates
- Employing A/B testing to continuously refine website design and functionality
- Using heatmaps and session recordings to pinpoint friction points and streamline navigation
- Personalizing content and product recommendations to increase user engagement and drive conversions
Check out the incredible speaker line-up to see who will be joining Ashley.
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