He makes music, art, and furniture. All the pursuits need discipline and rigour to shape creative urges. That’s Matt Policastro’s strength. He knows how to introduce desirable friction to enhance discipline, while never letting momentum erode. In his session, he will let an LLM design & ship a test in real time. That’s not the flex. The point comes later. When a test costs almost nothing to run, half-baked ideas ship at scale - masquerading as flow, and "test velocity" turns quite meaningless. The counter-intuitive fix: slow down, on purpose. Plug the process gaps. Matt’s framework does just that. And it works. Period. Thirty minutes, 16:05 BST on 9 September. #WiE26 convert.com/wie-summit-2026/

Everyone has AI. The gap moved to data. That's the short version of what came out of ROI Revolution client summit in Raleigh last week. Four takeaways worth repeating: -- AI on its own stopped being a differentiator. What separates brands now is first-party data, clear positioning, quality inputs and disciplined execution. -- Authenticity turned into a strategy. In a world of generated content, the brands that sound specific and human are the ones getting noticed. -- Measurement is changing shape. Clicks and rankings are no longer the whole picture. Visibility, citations and influence are joining them. -- The fundamentals got more valuable, not less. Clean data and real customer understanding are worth more in an AI environment than they were before it. None of that is new advice. Just harder to ignore now. Thanks for the sponsor slot, and for sending the photos over!

Every tourism experimentation case study is about Booking, Airbnb or Expedia. None of them look anything like your business. Booking alone keeps over a thousand experiments running at any given moment, which makes testing look like a normal part of running a tourism company. It isn't. The industry is mostly smaller operators scattered across the globe, and most of them have never run an A/B test. So we asked the people working at that end of the market what actually happens. Three things make tourism different from the standard playbook. 1. Friction can help. Ryan Thomas tested showing visitors the available homes on a home-exchange platform, expecting the properties to build desire. It backfired. What worked was a signup flow that explained how the platform worked first. Education created the desire, in that order. Jono Matla saw a version of the same thing. A more intuitive booking engine produced inconclusive results, because intent ran high enough that people tolerated the old one and finished anyway. 2. Localisation decides the result, not just the language. Olivia Bedford frames safari copy for UK audiences around health and safety: fenced lodges, malaria-free areas, child safety in open vehicles. The US market is aspirational and less safety-anxious, so the same copy underperforms. Laura Duhommet found Spanish visitors at Disneyland Paris needed far longer to understand dining options than other markets, and got different results testing price-per-person against price-per-night across French, German and English users. 3. The purchase is logistical and aspirational at once. Laura had to make people dream before checkout, which shaped what she tested: video against high-quality images, microcopy on product pages. Jono's addition is that the dreaming has to survive arrival, so the airport pickup and the check-in desk are testable steps too. Then there's why so little of this happens. Olivia says CRO is still a brand-new concept in the hospitality market she works in. Jono found hotels selling up to 70% of their stock to travel agents at a discount for guaranteed bookings, so optimising direct conversion never became the priority. The money was already fine. That's who this guide is written for. Small operators without a dedicated team, who have been reading case studies that don't apply to them. One stat worth the click on its own: 60% of passengers said the environment mattered when choosing between two tour boats. 14% could say whether the one they picked was certified. Priscillia Egbo and Trina Moitra put the full guide together. convert.com/blog/a-b-testing…

The best ideas are useless - unless you can explain them in a way that makes sense to others. That’s the promise. Of Ester Serra - founder at Dataverto. And a WiE Summit speaker with the spunk to say: maybe a stat sig result isn’t cause to celebrate. Ester’s session won’t be stats chatter and Goodhart’s Law repackaged. It is a structured reminder that experimentation is supposed to find solutions to business problems. Not improve metrics in isolation. Her framework is about reading familiar numbers as what they often are → hiding places for the trade-offs that sabotage a CRO program. What you’ll learn: How to balance primary metrics against guardrails, without cherry picking, to create genuine value through experimentation. Thirty minutes on 9 September, 15:15 BST. You’ll be comfortable defending that test result in any room. #WiE26 convert.com/wie-summit-2026/

There's a version of your website nobody has ever looked at. Including you. Slobodan Manić opened the agent-facing version of his own Shopify store to find out what was actually on it. Product title, price, sizing, stock status. That was the entire page. Everything a designer put on it is gone. "It's not a bug," he says. "That's the interface." Shopify switched it on across the entire platform on 5 August. And this isn't a Shopify story. Cloudflare is building in the same direction. It's turning into a web standard. Which leaves a question worth sitting with. On that side of your website, what is your brand? The design doesn't make it through. Neither does the copy, or the social proof you spent six months collecting. What's left is the data. Whether your prices are right. Whether your stock is accurate. Whether a machine can parse your returns policy. Every website now has a non-visual layer, and almost nobody is designing it. That's what Sani is covering on 27 August. Four pillars, live audits of well-known sites taken apart on the call, and a scorecard plus instant site checker you keep afterwards. Eighteen months of running sites through his own audit sits behind it. No hype, plain language, receipts. Free, and the replay goes to everyone who registers. Submit your own site when you sign up if you want it on the call. us06web.zoom.us/webinar/regi…

The algorithm can’t lick a stamp. A robotic dog can’t lick you…. Can it? You’ll have to ask our speaker Lauren Wong. She’s the one who pitched it, and won “Toy of the Year” to boot. Lauren was at HelloFresh Canada. She’s advised consumer brands like Huggies, Spin Master, and Sano Genetics. Lauren knows how to find brilliant, underdog ideas. And if she says GenZ is bringing back landlines -- the trend is worth paying attention to. Her session focuses on building offline efforts into a performance channel. Measurable & testable. Yes -- this *IS* the “leverage the unscalable” playbook that viral LinkedIn posts talk about but never break down. Probably the last real moat left for growth. Don’t miss it! 14:20 BST on 9th September. #WiE26 convert.com/wie-summit-2026/

Adding llms.txt lifts your LLM visibility by 97%. Wrong number. There's a 97% chance nobody ever reads it. A study published this summer tracked 137,000 domains with llms.txt on them. Three percent of those files were ever accessed. That's Slobodan Manić's shorthand for the state of AI visibility right now. Plenty of it sounds like a good idea. Very little has proof. Some of it can actively hurt you. llms.txt might work eventually. Today there's no evidence it does anything at all. What Sani covers on 27 August is the other category. The fundamentals that already worked for humans, then for search engines, and now for models. Four pillars: - Why machine-ready websites are a CRO concern in the first place. - How machines actually parse a page. Raw responses with no JavaScript, the accessibility tree, and tokens as a budget you can overspend. - Semantic structure, schema accuracy, content parity and entity clarity, including a live test where a page goes to a model and its answers get graded. - Provenance, freshness and consistency. Why answer engines that can be held liable get fussy about sources, and which AI visibility metrics are worth tracking. He's spent 18 months putting sites through his own audit to work this out. In his words: not magical, boring work, but work that needs doing. Live audits of brands you'll recognise, and you can submit your own site when you register. Free, 27 August, 10am EDT / 4pm CET. Normally a paid workshop. Attendees get the audit tools and installable skills afterwards. Sani's picking a few of the submitted sites to audit live. Worth adding yours in the form. Register now: us06web.zoom.us/webinar/regi…

Someone on your team is about to edit a live test. Nothing will flag or block it. Until now. The Request Approval System puts a reviewer in front of three actions: activating an experience, pausing one, and modifying one that's already running. Each rule is separate, so you gate only what you actually worry about. That solves: "Nothing should go live on a client's site without me seeing it." Turn on the Activate rule and add yourself as reviewer. Scheduling is covered by the same rule, because a scheduled test activates itself later and would otherwise slip straight past. "My juniors should be able to build tests, not launch them." Collaborators can request approval, never grant it. They build the whole experience, goals, audiences, variations, and then the launch waits for you. "A running test should be harder to touch than a draft." The Modify rule only fires on active experiences. Drafts stay exactly as fast as they were. "When a client asks who approved that change, I need an answer." Every request records who asked, what they asked for, who decided, when, and the reason if it was rejected. "I need to say no without stalling the person who asked." The rejection reason is required rather than optional. "The test is on day 9 of 14. Hold this change until it concludes." Then they revise and resubmit. "One client needs tight control. The rest don't." Scope is set per rule. Account-wide, specific projects, or a single experience inside one project. Three things we decided on purpose: - Approval doesn't apply the action. - The requester returns and does it again. - An approval is permission, not a remote trigger. One approval covers one action, not a window of open access. Nobody approves their own change. A reviewer's own request routes to the other reviewers. Turning it on changes nothing that's already running. The rule waits for the next attempt. Beta on Convert Pro and Enterprise. Optional, and nothing happens until you enable a rule.

What do fine wine and fine design have in common? Ask Victoria Bakos and she’ll say “quite a lot”. The opening speaker on Day 1 of the Women in Experimentation Summit prioritizes joy in all she does. She had a fine wine business. And she picked up an important lesson there: sameness kills. Victoria is bringing this insight to her talk. Today, the Claude UX factory is running overtime. The same hero, the same gradient, the same clean card grid - okay & totally forgettable. Time to shut down the cheerless assembly line. While retaining solid efficiency gains from AI. Three things she will cover: - The visual tells of AI-generated design, so you catch them in your own work before anyone else does. - Where AI-built flows fail real users, which turns out to be a different question from where they look wrong. - The exact point in your process where AI makes sense and the parts worth keeping manual. Victoria works across UX, UI and CRO at Miso. Her solution is born of hands-on experience. 9th September, 13:50 BST. #WiE26 convert.com/wie-summit-2026/

Your website looks great. But the version AI agents read is almost entirely blank. Load your top page with JavaScript disabled and see what survives. Everything that vanished was decoration. A thousand Google searches now produce about 300 website visits. The other 700 got their answer somewhere else, increasingly through ChatGPT, Perplexity, Claude and Gemini. Check your referrals. If you're running tests, that traffic is probably already sitting in your samples, unsegmented. Four questions decide whether any of it reaches you. Identify. Can a machine tell who you are? Read. Can it get your content at all? Understand. Can it tell what your content means? Act. Can it do something once it's convinced? Teams tend to score well on Understand and fail quietly on Read. Fix Read first and every other score goes up. The carousel takes the five mechanisms sitting behind those four questions: structured data, third-party proof, documentation, whether an agent can actually complete your conversion, and entity clarity. Three of the sharpest fixes in there: Accuracy beats coverage on schema. One correct Organization and Product markup outranks twelve types that contradict your visible copy. Put a visible last-updated date on every doc page. Freshness is a signal a model can verify in one pass. Write one canonical 30-word description of your company and ship it everywhere unchanged, schema included. Three different descriptions read as three different companies. There's a self-test at the end. Five checks, ten minutes. Two fails is normal. Four means agents are choosing your competitor by default. Slobodan Manić built the scorecard behind all of it, from 18 months running sites through his own AI-visibility audit. He found patterns. On 27 August, he hands them over. You won't find this in the GEO cheatsheets currently flooding your feed. Attendees get the scorecard, an instant site checker and the audit skills. Live audits of brands you'll recognise, and you can submit your own site when you register. us06web.zoom.us/webinar/regi…

The needle on female representation moved too slow. So we tested the excuse behind it. The excuse was that there are few seasoned women speakers around. In 2024, Daphne Tideman, Lucia van den Brink, Trina Moitra and Marcella Sullivan flipped the script on the 'buts'. A unicorn summit - that wasn't thought possible. Made for the community, by the community with excellence through (not despite) diversity at the core. This year, 121 people applied to speak at the 3rd edition of that same event: Women in Experimentation Summit. Human judges spent hours and hours scoring and curating frameworks and knowledge rare in the busy world of AI-isms. What survived runs from queering CRO to learning experiment design with dolphins. Speaking: Victoria Bakos, Lauren Wong, Ester Serra, Matt Policastro, Julie van der Hoop, PhD, Sabine Harnau, Himani Kothari, Nikki Elbaz, Iqbal Ali and Liliann Malcolm . Judging all 121: Carmen Apostu, Abi Hough and Talia Wolf. Also on the agenda: a Women in Leadership panel with Ioana Iordache, Krys L. and Deborah O'Malley, an unconference on today's job hunt with Kevin Anderson and Daphne Tideman, and music from Josh Silverbauer👨‍🎤. 9 and 10 September, BST / AM EDT both days. Save your seat. convert.com/wie-summit-2026/ #WiE26