Conversion Rate Optimisation (CRO) is rarely a straight line. Whether you’re trying to move away from "gut-feeling" decisions or you’re looking to refine a highly sophisticated culture of testing, the fastest way to learn is to see the journey through the eyes of those who have already walked it.
In this live panel, we discussed:
- Vue: One of Europe's leading cinema chains, reflecting on the lessons learned from 6+ years of mature, cross-market experimentation.
- Allianz UK Personal Lines: A global insurance leader, discussing the real-world challenges, internal shifts, and early wins of building a brand-new experimentation foundation.
The Agenda: 5 Chapters of Growth
- The "Before" Picture: How decisions were made before data earned a seat at the table.
- Laying the Foundation: The first concrete steps, cultural shifts, and how to handle initial skepticism.
- Scaling the Programme: Moving from ad-hoc testing to a consistent flow of hypotheses.
- Beyond the Uplift: How CRO eventually evolves from "fixing buttons" to influencing decision making and build a culture of experimentation
- Learnings: Honest advice on what both brands would do differently if they were starting from zero today.
VUE
Vue, a major cinema chain across the UK and Europe, set out to transform their digital strategy by building a rigorous, data-driven experimentation programme. By focusing on conversion uplift, booking frequency, and smarter upsell opportunities, they moved beyond "guessing" to tangibly improving their online customer experience and their bottom line.
Allianz UK Personal Lines
The Allianz Group serves over 122 million customers by blending global scale with a digital-first approach. Following a major digital transformation, Allianz UK Personal Lines focused on maturing its experimentation culture to better serve a modern customer base. By bridging the gap between initial setup and advanced execution, the team moved beyond basic testing into high-complexity builds and strategic scaling, establishing a sophisticated, data-led CRO programme designed for long-term growth.
Who is this for?
This webinar is for teams who know CRO matters, but are feeling the friction that comes with scale and maturity. It’s especially relevant for:
- CRO & Experimentation Specialists: You’re running tests regularly, but you’re stuck optimising within constraints: segmentation, disconnected data sources, or a roadmap driven more by opinions than insights.
- E-commerce & Marketing Managers: You own revenue and growth targets, but organisational silos, limited resources, or competing priorities are making it harder for experimentation to drive meaningful business impact.
- Product Owners: You want to optimise full customer journeys, not just individual pages, and you need experimentation to inform product decisions.
- Analytics Teams: You see the data quality issues and the under-used tooling. You want experimentation outputs that stakeholders can actually trust and act on.
The Panel
Joe Taylor
Group Digital Product Owner Vue International
Nikpal Johal
Conversion Rate Optimisation Lead Allianz UK Personal Lines
Michael Connolly
CRO Lead Station 10 by SQLI