Last weekend visited Ruben de Boer, Lotte Cornelissen, Reinier Koolmees and Nino from Tour Conversion Hotel 2024. During this event, we attended inspiring talks and gained valuable insights on experimentation but also themes such as messaging and sustainability. In this blog we share our key learnings and how we at Online Dialogue plan to apply or explore them in our work.

“Experimentation Mindset” - Ruben de Boer

Ruben de Boer opened Conversion Hotel 2024 with a keynote that set the tone for the weekend. He emphasized that experimentation is not only important externally, but also precisely internally, within your own organization. By viewing stakeholder management and internal processes as opportunities for experimentation, you can improve collaboration and results.

Key takeaways:

1. Ask questions and actively listen to colleagues' challenges and needs.
2. Use stakeholder analyses, such as a force field analysis, to identify allies and adversaries.
3. Experiment with internal processes to discover more effective collaboration.

“It is your job to find out what works in your situation because you've got the mindset; now start using it in your organization.” - Ruben de Boer

What did we take out of it: The importance of a force field analysis for our internal processes to identify opportunities for improvement.

“Message-Market Fit” - Diane Wiredu

Diane Wiredu emphasized how important it is to tailor messaging to the needs of your target audience. It's not just about what your product is, but mostly to what your product does. With her “Specificity Scale,” she gave a practical tool for making key messages clear and effective.

Diane's reading tip: the book Finding the Right Message For more insights into sharpening your proposition.

What did we take out of it: The importance of formulating a sharp proposition (clear message) and continually refining it.

“Experimentation Easy” - Divya Isaiah

Divya Isaiah emphasized celebrating small successes. Improving an experimentation culture is about making step-by-step progress and appreciating successes, even if not everything can be tested right away.

“Be happy (and celebrate) the tests that are executed. It gets better step by step.”

What did we take out of it: Within Online Dialogue celebrate successes (even 🙂 ) more often and motivate teams with visible progress.

“CRO & Sustainability” - Theo van der Zee

During a talk on sustainability, the Theo van der Zee showed how companies can nudge customers toward more sustainable choices. He shared interesting examples from companies such as G-Star and Dille & Kamille and showed how CRO principles can contribute to positive impact.

“A tiny bit in the right direction can lead to a large change in the future.” - Theo van der Zee

What did we take out of it: A valuable perspective that shows how optimization can be not only about growth, but also about responsibility. Making an impact.

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Unconference: “How to Test in Apps”

In an unconference (breakout session) on testing in apps, it emerged that many companies encounter obstacles, such as limited tools, insufficient development capacity and long wait times due to releases. However, this need not be an obstacle: with the right approach and tooling, successful experiments in apps are certainly possible. The insights from this session align well with our expertise in experimentation and optimization, which allows us to help clients with these issues in apps.

What did we take out of it: Working with our clients to explore how to optimize experiments in apps with proven tools and a strategic approach.

In conclusion

Conversion Hotel 2024 put us on the boat to the mainland full of new insights and practical ideas to further improve our approach. Whether it's strengthening internal experiments, clear messaging, or sustainable optimization, we are inspired.

Conversion Hotel 2024: our insights

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