Shawn Watt

Senior Manager, eCommerce Performance
Kobo Inc.

Shawn is the Senior Manager of eCommerce Performance at Rakuten Kobo, where he leads a team that drives the global online store strategy, A/B testing and analytics. Previously, he worked in various digital marketing and eCommerce roles at Sears Canada. Shawn holds his Master of Business, Entrepreneurship and Technology from the University of Waterloo.

Check out the incredible speaker line-up to see who will be joining Shawn.

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May 18. 2016

Saturday, November 5th, 2016

14:05 Panel Discussion: A/B Critical: Taking Tests To Results

A/B testing allows you to gain insight to your customers and what they want from your online experience. Not all tests will be winners and they may not have as big of an impact as you hoped. Not all of your winning features may win when they’re put all together, but A/B testing is critical to maximize the potential of the experience your site delivers to customers and its return back to you. Executives discuss:
• Putting yourself in the customers’ shoes: testing one feature at a time to improve the buying journey
• Playing with variations based on traffic your site receives
• Running the tests for a week and analyzing different traffic patterns, and ensuring bounce rates are low
• Focusing on micro-conversions to achieve macro-goals: small wins that pay big dividends