Shannon Goodchild is the Director of eCommerce Digital Experiences and Performance at Edible Brands where she leads strategy and execution across digital platforms to drive customer engagement and business growth. Shannon specializes in creating seamless, data-driven customer journeys and optimizing performance across digital touchpoints. She is passionate about leveraging technology, UX, and analytics to deliver measurable results in a fast-evolving digital landscape.
Prior to Edible Brands, Shannon lead site merchandising and content strategy for Carters inc.
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 Shannon.
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