When developer resources are limited, how can eCommerce teams identify the low-effort, high-impact changes that are most likely to drive meaningful conversion gains?

If resources are limited, you need to understand carefully on where to place your bets. Start with analysis of your customer journey data. Develop hypotheses on where you either lose out or where you can double down. Then put a business case together. It will allow you to understand what project has the highest impact. Think also about ways to test your assumptions. What is the minimal viable product you can test even if it is hacky? This will allow you to collect real world data. As a next step work with your dev team on estimating the effort for each project. Take time to discuss which feature is hard and if there is a simpler solution to it. At the end you have a benefit vs effort matrix, that shows you where to start first.

How valuable do you think eTail Germany Connect is in helping brands share practical lessons and accelerate innovation in areas like AI, experimentation and conversion optimisation?

The basics of what customers want: Good products for good prices conveniently delivered. So ensuring great product pictures and meta data, prices are competitive, products are available and can be shipped fast. Be rigorous on this.

How are you seeing AI change the way teams approach conversion rate optimisation, particularly when it comes to identifying opportunities, testing ideas and scaling what works?

It allows you to implement solutions that were expensive in the past. For example we use AI for translation and it allows us to offer the store in more local languages. A thing that would be to time intensive doing manual.

With an agile test-and-learn approach, how can brands become more comfortable with failure and use unsuccessful tests to inform better conversion strategies?

A/B testing is very important. Make sure you have the capabilities available. A failed test of an MVP candidate is not a failure. It is a win. You saved a lot of resources that you would have spent for the full solution. Always keep in mind, most projects fail. So not to test would make you a lot worse.

Can you share an example of a relatively small change that delivered a significant impact on conversion, and what made it successful?

Introducing AI translation onto the website is such a case. In the past, we were concerned about the quality of automatic translation, but the effort for manually proofreading everything was too high. So customers in countries like France were stuck with English. LY we said: Let's AI translate and A/B test the results. Customers will then show is, what they like better. Turns out, the localized version created much better conversion rates.

What are you most looking forward to about joining eTail Germany Connect with other eCommerce and digital leaders?

There is a lot of movement in e-commerce currently and I want to learn more about what other companies are doing and what they learned from it.

How valuable do you think eTail Germany Connect is in helping brands share practical lessons and accelerate innovation in areas like AI, experimentation and conversion optimisation?

eTail Connect is a good mix of presentations, discussions and exchange forums that allow us to learn what is going on in the market and really get practical insights. I rather take away 2-3 practical topics we can implement, then have high flying presentations. This is what works well at eTail.