Experimentation island

Welcome to #Ei2026A retreat where curious minds collaborate, compete, and create changeFebruary 24/25/26 - St. Simons Island, GA | all-inclusive learning + connections

This is not just another conference. It is an intentional retreat for senior practitioners in product, marketing, UX, and experimentation who are ready to reset their mindset, deepen cross-disciplinary collaboration, and return with actionable clarity._{Watch the summary video of our inaugural edition (February 2025):}

#Ei2026 is:

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"By far the best conference I’ve ever attended in the states. Being ‘on an island’ was perfect; there’s as much together-time as you want, to learn from each other and build relationships. 10/10 recommend!"Paula, Sr Director Research & Experimentation
^{Testimonial from our event in February 2025}

This event is organized by the Test & Learn Community, and this second year edition will take place again on the beautiful shores of St. Simons Island, GA.

World-class content: 1/3 single-track keynotes, 1/3 attendee-run breakout sessions, and 1/3 networking designed to move you beyond test execution into experimentation leadership, culture-building, decision science, and strategic use of AI in growth.

Community & scale: A highly curated community limited to 150 senior practitioners, intentionally balanced across disciplines, creating space for meaningful connections and shared growth.

A unique setting: Memorable evenings and informal gatherings in a serene setting: all meals, accommodations, and activities are included, so you can focus on learning, connections, and growth.
Why come to #Ei2026?

Learn from notable thinkers, co-create with peers across roles, and return with the inspiration and interpersonal insights to grow your role, team, and experimentation impact. Designed for seasoned practitioners and emerging leaders alike.

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"#Ei2025 was unlike any other conference I've attended, but its unique format helped me make so many connections with folks with all different kinds of backgrounds and perspectives."Denise, UX Lead
^{Testimonial from our event in February 2025}

Our #Ei2026 performers

#Ei2026 will have 10 single-track keynotes, 30 (unconference) break-out sessions, and 2 fun evenings. More performers will be announced closer to the event.
Our keynote speakers will cover topics like experimentation leadership, culture-building, decision science, and strategic use of AI in growth.More keynote speakers will be announced in the coming weeks!

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"At most conferences, you hope for one good lesson. At Experimentation island, there were strong takeaways from each session that you could apply immediately. I'm going back better at my job and with a new network to reach out to. I can't wait until next year."Lisa, Manager Optimization
^{Testimonial from our event in February 2025}

Our #Ei2026 schedule

> Hello: Tuesday, February 24, 2026 (1 pm Eastern Time – hotel check-in starts)> Goodbye: Thursday, February 26, 2026 (1 pm Eastern Time – event ends)

During the registration you will be offered our optional shuttle service from Jacksonville international airport on Tuesday (11.30 am) and back on Thursday (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.
Detailed schedule will be published closer to the event.

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"Experimentation island is the future of industry conferences. The format is all about building and renewing connections, which is where the value is for any event. If you want to dive headfirst into the experimentation community I heartily recommend it!"Alun, Managing Director
^{Testimonial from our event in February 2025}

Our #Ei2026 tickets

Join an all-inclusive, retreat-style experience for up to ~150 senior practitioners.
We have a limit of three tickets per organization to maintain an intimate environment.

^{* Prices include your hotel room, all meals, but exclude 3% processing fees.}

Our tickets will be released in 6 waves, starting October 1, 2025.
Wave 2 to 5 will be limited to max 30 tickets each.

Next wave starts in:

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"This conference was something different our industry has been needing. The conversations and brainstorming …is something I won’t forget and will use so much of what I learned in growing myself and my career."Ashley, Sr. Product Designer
^{Testimonial from our event in February 2025}

Our #Ei2026 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 Tuesday (11.30 am) and back on Thursday (arrival 3.30 pm).

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"Experimentation island was a blast. It was super fun to reconnect with so many wonderful people as well as make new connections and go deep on memorable conversations. The conference strikes a perfect balance between professional keynotes while enabling lots of space and time for open-ended, informal and friendly conversations."Jakub, Founder
^{Testimonial from our event in February 2025}

Our #Ei2026 FAQ

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"When they say it's the can't-miss experimentation and optimization event of the year, they truly mean it! I heard many good things about the European event that started this here in the states, so I was both excited and skeptical if it could be reproduced here. Absolutely nailed it. I wouldn't choose another event after seeing what Ton and Kelly have achieved in the first edition."Alex, Senior Conversion Specialist
^{Testimonial from our event in February 2025}

Become a #Ei2026 partner!

The organizer of the event is Kelly Wortham of the Test & Learn Community, known for the TLC Slack. The event is hosted by Ton Wesseling, founder of Conversion Hotel.

Experimentation island has Event, Community, and Media partners. They all will be promoted in our communications. Together with inhouse experts we are the industry.-> Event partners (vendors) run a 8 minute content snack (no sales pitch) at the main stage, they also have a small booth, where the will host a game for our attendees.-> Community partners (agencies) join one of our break-out panel discussions, promote the event in their network, and buy bundled tickets for their clients.
-> Media partners (publishers) promote the event in their network, and have the ability to sell tickets at a discounted pricing.

>> Reach out if you want to become a partner!

Event partners:

Community partners:

#Ei2025 app download

Please use your mobile phone and scroll down to get to the app download links.
_{* can only be used by #Ei2025 attendees}

Use the #Ei2025 event app to:

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Keynote Speaker Competition
Attendees become Speakers
^{Coached by Michael Aagaard}

NEW: Keynote Speaker Competition
Competitive Collaboration in action!

The speaker competition gives less experienced or underrepresented speakers the opportunity to gain coaching from Michael Aagaard. Selected entrants will be guided step by step to build and deliver a presentation for the #Ei2026 stage.

How to apply
You can apply for the speaker competition when you register for your #Ei2026 ticket. The final chance to apply is during the ticket release on November 12, 2025. Applicants will be asked to submit a short video pitch by December 1, 2025. Winners will be selected shortly after, and coaching with Michael Aagaard begins in December. Finalists will then take the main stage at Experimentation island.

Why it matters
This is Cooperative Competition in action. Attendees submit pitches and compete for selection, then collaborate closely with Michael to refine their talks. The process reflects the retreat environment: supportive, hands-on, and designed to help participants grow in confidence, develop their voice, and contribute fresh perspectives to the community.

Speakers who began on the competition stage have gone on to present at major conferences around the world. This is your chance to take the same journey and be part of the next wave of experimentation leaders.

Speaker competition guided by Michael Aagaard

This year’s speakers will be guided by world-class CRO speaker and speaker coach Michael Aagaard. Michael will coach the candidates on their presentation storyline. A great opportunity for an amazing learning journey. Join the stage!

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Keynote: June Dershewitz
Data Leader
^{Co-founder @ InvestInData}

At The Conference known as Experimentation island, we look for speakers who understand that experimentation is not a solo sprint but a team sport. This year’s theme, Cooperative Competition, is about raising the standard together, and June Dershewitz is the perfect guide to help us chase that horizon.

June has spent more than 25 years shaping the way organizations think about data and analytics. She has built divisions from the ground up, scaled programs across industries, and influenced decisions without relying on formal authority. Her belief in "influence as a superpower" has inspired countless data professionals.

She is also a prolific thought leader and proud angel investor, always pushing the industry to grow stronger by investing in people and ideas that move us forward together. From co-creating Web Analytics Wednesdays to publishing essays that challenge leaders to rethink data quality, dashboard sprawl, and organizational design, June has continually raised the bar for what analytics leadership looks like.

June's introduction song by Josh Silverbauer

Experimenting with AI as a team sport

At Ei2026, June will show us how AI is reshaping collaboration. Automation may change the size and shape of teams, but it cannot replace the human judgment, clarity, and alignment that experimentation leaders bring to the table. Her talk is a call to embrace cooperative competition by learning how to guide decisions, influence outcomes, and thrive in a future where success depends on both people and machines working together.

Join us at #Ei2026 as June takes the stage to share her wisdom–and thank you, June, for bringing your experience, insight, and collaborative spirit to Experimentation island!

Kelly Wortham
^{Head of Experimenation island}

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Keynote: Jenni Bruckman
Digital Product Leader
^{Product Director @ YETI}

At The Conference known as Experimentation island, we look for speakers who don’t just talk about progress, they build it. The ones who understand that experimentation is a team sport, and that sustainable momentum comes not from individual brilliance, but from collective clarity and trust.

That’s why we’re thrilled to welcome Jenni Bruckman to the Ei2026 stage.

Jenni has seen every side of digital product work: agency, software, and brand, and she brings a rare, 360° view of what it takes to build experiences that last. She’s worked across the full spectrum of insights, from quantitative A/B testing to qualitative user research, and knows how to connect data with the human stories behind it.

Her endless curiosity for “what works best and why” has guided her through roles where she’s built high-performing teams, nurtured strong partnerships, and turned insights into action. Jenni believes that momentum doesn’t come from a single spark; it’s something teams build together through communication, trust, and shared purpose: a perfect embodiment of this year’s theme, Cooperative Competition.

Jenni's introduction song by Josh Silverbauer

How teams build and sustain product momentum

In a world that rewards speed, Jenni makes the case for alignment. Her session explores how great teams sustain momentum by embracing experimentation as a collective effort, one that thrives on open communication, adaptive leadership, and mutual trust.

Through stories from her own journey, Jenni demonstrates how product leaders can rally teams around a shared direction, maintain high energy even when conditions shift, and find joy in the process of building together.

At Experimentation island, where collaboration meets competition and we chase the horizon together, Jenni reminds us that the strongest teams aren’t just fast: they’re aligned, curious, and connected.

Join us in welcoming Jenni Bruckman to the #Ei2026 stage, and thank you, Jenni, for bringing your insight, curiosity, and collaborative spirit to Experimentation island.

Kelly Wortham
^{Head of Experimenation island}

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

Josh turns analytics & 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 again this year. Take an Advil. Put on some Chapstick. We’re gonna laugh!

Experimentation island theme song:

When did you meet Josh?
I’ve known Josh virtually forever, but somehow, I didn’t get to actually meet him in person until last 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. And boy was he awesome, so of course Josh is back!

Enjoy Josh back on stage at #Ei2026. 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. #Ei2026 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 Experimentation island}

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#Ei2025 karaoke songs

Ei2025 theme song

Erin Weigel

Paula Sappington

Tim Wilson

Aleksander Fabijan

Lindsay Juarez

Rishi Rawat

Heather Greene

Alex Arvanitidis

Val Kroll

Wil Reynolds

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Ei2026 - A retreat where curious minds collaborate, compete, and create change

Our tickets will be released in waves, starting October 1, 2025.

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