Luke Wroblewski

Product Director, Google

LukeW is an internationally recognized digital product leader who has designed and built software used by more than one billion people worldwide. Luke is currently a Product Director at Google. Earlier he was the CEO and Co-founder of Polar (acquired by Google in 2014) and the Chief Product Officer and Co-Founder of Bagcheck (acquired by Twitter in 2011). Prior to founding start-ups, Luke was an Entrepreneur in Residence (EIR) at Benchmark Capital, the Chief Design Architect (VP) at Yahoo!, Lead User Interface Designer at eBay, and a Senior Interface Designer at NCSA: the birthplace of the first popular graphical Web browser, NCSA Mosaic. Luke is the author of three popular Web design books (Mobile First,Web Form Design & Site-Seeing: A Visual Approach to Web Usability) in addition to many articles about digital product design and strategy. He is also a consistently top-rated speaker at conferences and companies around the world, and a Co-founder and former Board member of the Interaction Design Association(IxDA). Luke also founded LukeW Ideation & Design, a product strategy and design consultancy, and taught graduate interface design courses at the University of Illinois.


Craig Sullivan

Optimiser of Everything, @OptimiseOrDie

Craig has been blending UX, Analytics, AB Testing, Voice of Customer and Conversion Optimisation techniques for over 15 years.  He's also been building teams, launching products and hacking the growth of websites for companies like Google, LOVEFiLM, Lego, John Lewis, eBay, The FT and more. Using a mixture of design thinking, lean, agile, analytics and AB testing - he's helped coach clients to grow by £2Bn in new revenue streams within the last 5 years. 

Craig lives in Blackheath, London, with his daughter and an entourage of pets.  He likes to relax growing organic veg, doing the odd spot of DJing badly and reading hard boiled Crime Fiction. You can find him tweeting as @OptimiseOrDie on everything to do with Analytics, Statistics, UX and Psychology.


 Lina Hanssen

Mobile Conversions Specialist at Google

Lina Hansson is a Conversion Specialist at Google who is one of our most enthusiastic CRO advocates. With a background in journalism and marketing, she fell in love with the possibility to see people's thoughts and emotions in data with the help of web analytics. Working at a digital agency and afterwards as the Digital Marketing Manager at Hyundai, she followed the path of analytics towards conversion rate optimization, where she finally found true balance between her passion areas communication, design, data and the thrill in conversions. If you don't know if you love CRO yet, talk to Lina. 


Ewa Gasperowicz

Developer Platform Engineer at Google Web Team

Ewa is a Developer Platform Engineer at Google Web team. A frontend engineer, focused mainly on making the web faster and more user friendly. Interested in Progressive Web Apps development and analysis, always keen to investigate common scenarios and emerging app design patterns. 


Michael Aagaard

Conversion Viking,

Michael Aagaard is generally known as one of the most passionate and enthusiastic people in the CRO industry. Michael is a sought after international keynote speaker and he brings his own special kind of crazy to every stage he gets on. He has worked full time with Conversion Optimization since 2008 and has helped companies all over the world create better experiences for their customers.  


Simo Ahava

Senior Data Advocate at Reaktor

Simo Ahava is a recognized expert on customizing web analytics and tag management solutions to improve the entire “life cycle” of data collection, processing, and reporting. His main areas of expertise lie with Google Analytics and Google Tag Manager, and Google has appointed him as a Google Developer Expert in these fields. He is especially interested in the interface between marketing and development, and his main focus is on increasing awareness, skills, and critical thinking around data. Simo holds the position of Senior Data Advocate at Reaktor. He also writes a popular blog on all things Google Analytics and Google Tag Manager development at An experienced speaker and prolific blogger, Simo can be seen and heard in conferences, product forums, support communities, and developer meet-ups alike. 


Scott Field

Sector Leader, Google

In previous roles, Scott was the Director of Search at both a media agency and a direct online advertiser, so he has been on the receiving end of Google customer service! While trying to maximise performance from Google's suite of ad products, Scott became convinced that Conversion Rate Optimisation techniques and better User Experience design were just as important to improving performance as smarter ad buying. This eventually led to the inaugral Conversions at Google event in 2012 which is now happily in entering it's 5th year of existence. During the daytime, Scott leads a team of account managers who work with the top French retail and travel brands.

Andrey Lipattsev

Andrey Lipattsev 

Strategic Partner Development Manager at Google 

Andrey is a Partner Manager at Google and a Web Evangelist. He's been trying to make Search better for 6 years, and then decided that the only way to do that was by making the Web even greater than it is. So now he travels the world with AMP components, Service Workers and Web APIs in his backpack handing them out to anyone who'll have them.


Anna Potanina

Mobile User Experience Consultant at Google 

Anna is a UX consultant at Google and in her free time an illustrator and VR enthusiast. She is an expert in User Experience, Design and Conversion Optimisation and a passionate advocate of combining creative thinking and data to help businesses succeed on mobile.

Anna helps Google customers across EMEA improve their mobile experiences by leading design sprints, webinars and UX workshops. She has been with Google for the last 4 years and prior to that was an IT consultant at Accenture. 


Stuart McMillan

Deputy Head of Ecommerce, Schuh

Stuart first started in ecommerce 16 years ago, selling tents and other outdoor equipment, before properly getting his geek on and moving in to a senior development role. Moving back in to a more general role, he has worked for Schuh for six years; his job description includes responsibility for site performance, analytics and the quality of the conversion across all devices and being the champion for the multichannel, connected customer. He’s big advocate of web standards and appreciates a job well done.

He brings a detailed technical appreciation to the Schuh ecommerce department, combined with a truly awful sense of humour. His aim is to help the ecommerce team to create the definitive ecommerce experience in the UK footwear sector. He can be found tweeting as @mcmillanstu 


Tom Dwyer

Front End Developer, Trivago

Tom Dwyer is a front end developer and project lead for PWA at trivago. Guided by his dream of seeing web user experiences exceed those on native platforms, you can find him often talking about a collection of APIs which he believes will change the web as we know it. 


Lida Douka

Mobile Conversions Consultant at Google

Lida is a UX consultant at Google, but her real dream is to become a successful stand-up comedian. Lida has worked in marketing and sales consulting large and medium businesses on their digital marketing strategy. Her genuine passion for business and design, lead her to UX.

Currently, Lida is currently consulting companies across EMEA on their UX strategy, A/B testing, and CRO methodologies. She is also organizing design sprints and UX audits. Occasionally, she talks at events and sometimes presents them as well.