Experimentation island

Conversion Hotel is coming to the US as Experimentation island: February 26-28, 2025.This 3-day event is for optimizers who want to improve. Working with experiments?
Our event is designed for people who care, connect, and share. Claim your ticket now!

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Our #Ei2025 performers

#Ei2025 will have 10 single-track keynotes, 30 (unconference) break-out sessions, and 2 fun evenings. More performers will be announced in the coming weeks.
Our keynote speakers will cover topics like experimentation culture, data driven decision making, conversion copywriting, UX research and consumer psychology.

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Our #Ei2025 schedule

> Hello: Wednesday, February 26, 2025 (1 pm Eastern Time – hotel check-in)> Goodbye: Friday, February 28, 2025 (1 pm Eastern Time – event ends)

During the registration you will be offered our optional shuttle service from Jacksonville international airport on Wednesday (11.30 am) and back on Friday (arrival 3.30 pm).

* Day 1: Check-in > welcome > keynotes > dinner > unconference > games;* Day 2: Breakfast > keynotes > lunch > unconference > dinner > keynote > fun;* Day 3: Breakfast & Check-out > keynotes > thank you > lunch bags.

Every content session is 30 minutes, including Q&A. The detailed schedule will be announced closer to the event. Registration day 1: from 1 pm, welcome: 2.45 pm.

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Our #Ei2025 tickets

The magic of Experimentation island is in the fact that we will be together for 3 days with 8 hours of planned content and at minimum 24 hours of meeting other passionate optimizers during our breaks, breakfasts, lunch, dinners, and evening time.

#Ei2025 is with approx. 150 attendees, depending on how the rooms in our exclusively rented hotel location will be occupied. We have a limit of 3 tickets per organization.

^{* Prices are excluding 3% processing fees}The intended audience for this event is passionate practitioners in fields related to conversion optimization and experimentation. You will be asked for your motivation when claiming a ticket. Organizers reserve the right to approve registrations.

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Our #Ei2025 location

Our handpicked and fully booked event location is on an island in GA, US: Sea Palms.
Address: 515 N Windward Dr, St Simons Island, GA 31522, United States.

When you are booking extra nights before or after the event directly at Sea Palms, please let us know, so we can try to keep you in the same hotel room at the event.

During the registration you will be offered our optional shuttle service from Jacksonville international airport on Wednesday (11.30 am) and back on Friday (arrival 3.30 pm).

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Our #Ei2025 FAQ

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Our #Ei2025 partners

Experimentation island has Event partners and Community partners. Both will be promoted in our communication. Event partners (currently a waitlist) are running a session at the event, they have a small booth and facilitate in our team games. Community partners promote the event in their network and have the ability to buy bundled tickets for their clients.

Have a look at our current partners and reach out if you want to become a partner!

Event partners:

Community partners:

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Keynote: Wil Reynolds
Outside the box thinker
^{VP Innovation @ Seer Interactive}

Wil Reynolds is the Founder and Vice President of Innovation at Seer Interactive, a digital marketing agency renowned for its data-driven approach to SEO and PPC. With a career spanning over two decades, Wil has become a thought leader in the search industry, consistently pushing the boundaries of how data and technology can enhance marketing strategies. Known for his candid, no-nonsense speaking style, Wil has captivated audiences worldwide with his insights on the intersection of search, user behavior, and now, the impact of AI on these fields.

When did you meet Wil?
I first met Wil in 2015 when we spoke at the Call to Action Conference in Vancouver. Although I was familiar with his name and reputation in the search industry, seeing him address a conversion optimization audience was fascinating. His fresh perspective on CRO was innovative and delivered with his trademark engaging style. Fast forward nine years, and Wil continues to stay at the forefront of the industry, now exploring the profound effects of AI on decision-making processes.

Why did you invite Wil?
We’ve asked him to cross over to CRO again to bring his AI-driven insights to our stage. As AI continues to reshape the digital landscape, his expertise in understanding its implications for user behavior and decision-making is invaluable. Wil’s presentation will challenge us to rethink the role of AI in CRO, offering a visionary perspective that is both timely and crucial for anyone involved in digital optimization.

What will his topic be about?
The role of AI in shaping user decisions and the future of CRO.

Enjoy Wil on stage at #Ei2025, and Wil: thank you for accepting!

Ton Wesseling
^{Host of Experimenation island}

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Keynote: Heather Greene
Whiskey experimenter
^{CEO @ Milam & Greene}

Love whiskey? I really do. But even if you don’t, chances are you admire warmth, wit, and excellence—all hallmarks that Heather Greene shares with her creations, which Forbes calls, simply, “the world’s best whiskey.” Recently named “2023 Master Blender of the Year,” Heather is the CEO and Master Blender at Milam & Greene Whiskey, a brand recognized for its experience, quality, and honesty. Heather is an author, educator, and one of the most sought-after experts in the world of whiskey because of her ability to blend her deep understanding of craft, history, and distribution with verve and relatability. Enjoy tasty, real-world experimentation tales from a captivating storyteller.

When did you meet Heather?
Where else does one meet a Master Blender? At a whiskey tasting! Heather hosted a Milam & Greene whiskey tasting at a conference and taught us all about the science of whiskey blending and tasting. We started a conversation about the science and art of whiskey—and I realized how similar our industries were. That conversation led to a deeper appreciation of both whiskey and experimentation.

Why did you invite Heather?
First, Heather is a delightful, knowledgeable person from whom everyone should learn. Secondly, Ton and I both wanted to have some “outside the box” talks that touched on other types of “experimentation.” Our thought: What’s more suitable and engaging than whiskey experimentation?! Plus, Heather has just announced the results of a five-year whiskey experiment to finally answer the question about what impact climate has on whiskey, and I’m so excited for y’all to hear all about it.

What will her topic be about?
Blending Whiskey - Real-World (Tasty) Experimentation.

Enjoy Heather on stage at #Ei2025, and Heather: thank you for accepting!

Kelly Wortham
^{Head of Experimenation island}

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Keynote: Tim Wilson
Analytics industry leader
^{Head of Solutions @ facts & feelings}

Tim Wilson is the quintessential analyst—a true wizard of data who has spent over two decades in the trenches of analytics. Known for his sharp wit and relentless curiosity, Tim has mastered the art of transforming complex data concepts into lessons that everyone can understand. He’s built tools like a sample size estimation calculator to help experimenters learn, and he created a video explainer that brilliantly tackles conversion rates and distributions. Don’t let his self-proclaimed “cranky curmudgeon” persona fool you—Tim is one of the kindest, most thoughtful teachers in the industry.

When did you meet Tim?
Doesn’t everyone “know” Tim? I’m not sure where we actually met for the first time, but I had the great honor (?) of working side-by-side with him for nearly five years as a colleague. Tim helped me become a better experimenter and a better teacher. Conversations with him sparked new ideas and approaches, including the development of that sample size estimation calculator.

Why did you invite Tim?
I love the way Tim takes seemingly simple concepts and makes them complex, then breaks them back down so that you truly understand what you thought you understood before (but truly didn’t). I love how he tries to pretend he’s a cranky curmudgeon, but secretly, he adores teaching and is one of the nicest (and smartest) guys I know.

What will his topic be about?
Your Most Valuable Data Just Might Be Your Team’s Ideas!

Enjoy Tim on stage at #Ei2025, and Tim: thank you for accepting!

Kelly Wortham
^{Head of Experimenation island}

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Musical introduction of Tim by Josh Silverbauer:

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Keynote: Erin Weigel
Design for impact author
^{Sr. Product Design Manager @ D...}

Erin Weigel is a seasoned UX designer and A/B testing advocate who has spent over a decade at the intersection of design and experimentation. Originally from the US but now residing in the Netherlands, Erin became a principal designer at Booking.com, where she pioneered innovative testing methodologies that have influenced countless product decisions. While working as a senior design manager at D..., Erin published her book "Design for Impact", which cements her authority in the field.

When did you meet Erin?
I was introduced to Erin around 2016/2017 by Lukas Vermeer, her colleague at the time. I had asked Lukas for a standout figure in the experimentation space at Booking.com, and Erin was the name that came up. What struck me immediately was her rare combination of fun and intellect—plus, she's a designer who genuinely loves A/B testing. Since then, I've enjoyed watching her present at numerous events, delivering her unique conversational style that makes complex ideas accessible and engaging.

Why did you invite Erin?
Erin's approach to design and experimentation is nothing short of inspiring. Her ability to seamlessly integrate user experience design with rigorous testing makes her insights particularly valuable for our audience. As someone who talks the talk and walks the walk, I believe Erin's presence on our stage will enlighten and motivate you to rethink their design strategies.

What will her topic be about?
Design for Impact: your guide to designing effective product experiments.

Enjoy Erin on stage at #Ei2025, and Erin: thank you for accepting!

Ton Wesseling
^{Host of Experimenation island}

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Musical introduction of Erin by Josh Silverbauer:

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Keynote: Rishi Rawat
The Shopify product page guy
^{Founder @ Frictionless Commerce}

Rishi Rawat is a CRO specialist who has built a reputation for his deep focus on "persuadable" visitors—those users who are on the fence about making a purchase. During the pandemic's virtual boom, Rishi emerged as a vital figure in the CRO community, sharing his expertise through webinars and LinkedIn, where his insights quickly gained traction. With a strong background in copywriting and behavioral psychology, Rishi has developed a unique methodology for converting hesitant visitors by addressing their specific concerns and motivations.

When did you meet Rishi?
I got to know Rishi during the challenging times of the pandemic when in-person conferences were replaced by webinars. Despite the shift to virtual, Rishi's content stood out for its depth and practicality. He has a refreshingly different approach to CRO, focusing on the segment of users who are on the cusp of conversion. His emphasis on persuasive copy and behavioral insights resonated with me, and I knew his voice would bring a valuable perspective to our conference.

Why did you invite Rishi?
Rishi's ability to target and convert the undecided customer sets him apart in the CRO world. His focus on the psychology behind user decisions and his expertise in crafting compelling copy make him an essential speaker for anyone looking to enhance their conversion strategies. Rishi's insights are not just theoretical but actionable, making him a perfect fit for our stage.

What will his topic be about?
Persuading the persuadable through copywriting based on behavioral insights.

Enjoy Rishi on stage at #Ei2025, and Rishi: thank you for accepting!

Ton Wesseling
^{Host of Experimenation island}

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Keynote: Paula Sappington
User research leader
^{Sr. Director Digital Research @ Hilton}

Ever wonder what the coolest job in the world is? Well, visiting fancy hotels and doing user research and experimentation must be right up there. Paula Sappington, Senior Director of Digital Research, leads research efforts across digital and technology platforms at Hilton, the global hospitality giant with 23 brands and over 7,800 hotels in 126 countries. Learn how Paula evolved her organization from one part-time optimizer to a pivotal, integrated team of qual and quant researchers. It’s a real luxury to have Paula here to teach about the journey her team took toward enhancing experiences for guests around the world.

When did you meet Paula?
I met Paula 12 years ago at the X-change Conference, which I helped organize. Paula became one of the founding members of the Test & Learn Community and a close personal friend. She’s been on TLC panels (both in person and virtually), she’s been a speaker, and she’s been a client. (Someday, we really will write that white paper we’ve been planning about why research and experimentation need to work more closely together!)

Why did you invite Paula?
Paula’s approach is unique and compelling! She prioritizes qualitative research to identify actual customer pain points ahead of experimentation. As a result, Hilton consistently achieves higher-quality tests and a better win rate than the industry average. Paula’s experience in building a research-first culture is truly inspirational, and I’m excited for her to share how it’s transformed business at Hilton.

What will her topic be about?
Hilton's journey to customer-driven experiences.

Enjoy Paula on stage at #Ei2025, and Paula: thank you for accepting!

Kelly Wortham
^{Head of Experimenation island}

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Musical introduction of Paula by Josh Silverbauer:

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Keynote: Aleksander Fabijan
Experimentation leader
^{Principal Product Manager @ Microsoft}

Aleksander helps large-scale software companies use data and controlled experimentation to transform their decision making process into an experimental laboratory. During his time as a PhD researcher at Malmö University he was an intern at Microsoft Experimentation & Analysis team where he worked on the Experimentation Maturity Model and wrote the paper “The Evolution of Continuous Experimentation in Software Product Development”. This all evolved to the Experimentation Growth Model with Crawl, Walk, Run and Fly phases. Fast forward many years: Aleks is now a principal product manager at Microsoft working on Azure experimentation and AI.

When did you meet Aleks?
His first experimentation papers took some notice in the experimentation world, and through Lukas Vermeer, at that time Experimentation director at Booking, I was connected to Aleks. I invited him at Conversion Hotel edition 5, back in 2018. Since then IAleks intrueged me to spend more time in the world of science, which I did with even writing my first (small) paper, and presenting it at a scientific event. Wonderful experience of really backing up your research claims. Thank you Aleks.

Why did you invite Aleks?
Since those first papers Aleks published more like the highly appreciated "It takes a flywheel to fly", and meanwhile grow at Microsoft from Data Scientist to Product Manager. He is now working on internal Experimentation Platform ExP and Azure OpenAI, which our both interesting topics for Experimentation island.

What will his topic be about?
Growing experimentatation: it takes a flywheel to fly.

Enjoy Aleks on stage at #Ei2025, and Aleks: thank you for accepting!

Ton Wesseling
^{Host of Experimenation island}

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Keynote: Lindsay Juarez
Behavioral scientist
^{Director @ Irrational Labs}

Lindsay is a Director at Irrational Labs in the US. They apply behavioral science to make people happier, healthier, and wealthier. Lindsay uses behavioral insights to understand and improve the products and processes that impact people's short- and long-term wellbeing. She has partnered with large health and financial institutions to design and test behaviorally-informed interventions.

When did you meet Lindsay?
I’ve always been intrigued by Irrational Labs, a behavioral product design company founded by Kristen Berman and Dan Ariely in 2013. They are deeply passionate about designing systems and environments to change behavior. To me, this is the cornerstone of reaching results within an experimentation-led company. Over the years, I’ve seen several online and offline talks by the product designers and behavioral scientists of Irrational Labs. It was time to bring this knowledge to Experimentation island.

Why did you invite Lindsay?
Lindsay her experience will inspire us in understanding what drives behavior and makes some choices easy and others difficult, despite our best intentions. Meanwhile we will learn how to stay healthy and active when donuts are delicious and time is scarce. These kind of insights will make you rethink your experimentation efforts.

What will her topic be about?
How to apply behavioral science?

Enjoy Lindsay on stage at #Ei2025, and Lindsay: thank you for accepting!

Ton Wesseling
^{Host of Experimenation island}

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Songs: Josh Silverbauer
Walk-on song creator
^{Partner @ From the Future}

Josh Silverbaur turns data analytics and CRO into a show worth watching. An industry favorite, Josh is known for his hilarious parody songs, viral videos, and iconic moments that blend sharp wit with deep analytical insights. Chances are, you’ve seen his art too—maybe even on your shirt—featuring his famous cartoon character, “Cookie.” Whether he’s spoofing conference commercials or penning clever tunes to introduce speakers, he’s darn funny. And creative. And smart. We couldn’t be more thrilled that he’s agreed to join us this year. Take an Advil. Put on some Chapstick. We’re gonna laugh and laugh!

When did you meet Josh?
I’ve known Josh virtually forever, but somehow, I didn’t get to actually meet him in person until this year at the Marketing Analytics Summit, where he had us all on the floor with his antics introducing speakers.

Why did you invite Josh?
Well, besides being just an all-around great person to have a conversation with, as soon as I saw the magic he could bring with his live walk-on songs, I knew we had to have him at Experimentation island. I reached out to Ton and shared my vision of Josh creating something unique and memorable for our speakers. Ton was all in, and luckily, so was Josh.

Enjoy Josh on stage at #Ei2025. And Josh, thank you for all your hard work creating these amazing walk-on songs!

Kelly Wortham
^{Head of Experimenation island}

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Organizer: Kelly Wortham
Head of Experimentation island
^{Founder @ Test & Learn Community}

Kelly is a seasoned leader in experimentation, with a career spanning over two decades in optimizing user experiences and driving data-informed decision-making. Currently heading the Test & Learn Community, Kelly has built a vibrant and engaged network of professionals dedicated to advancing the practice of experimentation.

Her career highlights include leading experimentation efforts at Dell, EY, and Search Discovery, where her innovative approaches earned her recognition across the industry. Kelly’s journey marks a strong commitment to learning and sharing.

This passion led her to envision a dedicated event for the Test & Learn Community that would foster deep connections, insightful discussions, and hands-on learning experiences. The result? Experimentation island!

How did Experimentation island come about?
Kelly and I first crossed paths virtually in the early days of our careers when we both received accolades for our work in A/B testing (yes, the WhichTestWon awards back in 2009/2010). We finally met in person in 2018, where Kelly’s expertise and dynamic experimentation approach left a lasting impression. Over the years, I’ve admired how she’s nurtured the Test & Learn Community, which has grown into a powerhouse of experimentation knowledge. When Kelly expressed her desire to create an event tailored to her Community, it was clear that combining her network in the US with my experience in organizing Conversion Hotel was a perfect match.

Why is Kelly leading Experimentation island?
Kelly’s leadership in the experimentation community, coupled with her deep understanding of what makes an event truly valuable, makes her the ideal Head of Experimentation island. Her ability to connect people, spark meaningful conversations, and foster a collaborative environment ensures that this event will be more than just a conference. #Ei2025 will be a great experience where ideas flourish, and actionable insights are gained. With Kelly as organizer, Experimentation Island is set to become a cornerstone event for optimization and experimentation professionals in the US.

Thank you Kelly for becoming a partner, and Head of Experimentation island!

Ton Wesseling
^{Host of Experimenation island}

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Host: Ton Wesseling
MC of Experimentation island
^{Founder @ Conversion Hotel}

What can you say about one of our industry’s founders? The Legend of Experimentation? The creator of such beloved touchstones as Conversion Hotel, the Experimentation Culture Awards, and Online Dialogue? A man who has welcomed, taught, guided, and productively challenged so many of us in this field?

Maybe, simply, “Thank you.”

Ton’s career has helped companies around the globe achieve data-informed growth and transformational change. As a consultant, entrepreneur, influential thinker, writer, speaker, and event organizer, Ton has inspired many of us to advance the practice of experimentation.

Ton teaches by example (with humor and charm) and leaves an indelible impression. He also casts a sustaining vision: When we share our passion for optimization and experimentation, we can learn more and make better connections to achieve the excellence we seek. Thanks to Ton, that’s why we’re here at Experimentation island!

When did you meet Ton?
Ton and I first heard of each other back in 2009 when we both had tests up for the "Which Test Won?" awards. I remember thinking, “This guy is my competition!” But when we finally met in person at another conference, I couldn’t help but be struck by how incredibly kind and, of course, incredibly intelligent he was. We spent time geeking out over each other’s programs, and I quickly realized that Ton was not just brilliant but also generous and warm-hearted—a paragon of leadership in our field.

How did Experimentation island come about?
Starting an experimentation conference has always been a dream of mine. I’d had the honor of helping organize the X-Change Conference and have had the bug ever since. On my very first day at a new job, I even begged, “Can we start the TLC conference?!” But it wasn’t meant to be at that time. Luckily for me, Ton shared the same vision and was ready to bring his incredible Conversion Hotel event to the U.S. as Experimentation island. He trusted me to join him as a partner and organizer, and I couldn’t be more grateful to work alongside such an inspirational leader and friend.

Thank you, Ton, for your trust, your vision, and for being the incredible host that makes this event so unique.

Kelly Wortham
^{Head of Experimenation island}

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Break-out Sessions
Share and learn tracks
^{30 unconference sessions with you!}

Our break-out sessions are where attendees become speakers, and speakers become attendees. We are offering 5 different locations at the Sea Palms event location for break-out sessions. Time-slots are scheduled on Wednesday evening after dinner and on Thursday after lunch. Some rooms will be with scheduled content, and others will be unscheduled. Some rooms have a fixed format, and some rooms don’t. Time to participate or take the lead by putting your session up at the unconference board, once it opens after dinner on Wednesday or after lunch on Thursday.

Yes, that’s 30 deep dive sessions; enjoy!

Kelly Wortham
^{Head of Experimenation island}

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Passionate digital optimizers will spend 3 days at #Ei2025 sharing their knowledge, experiences and skills in the field of Product, UX, Marketing and Data.

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