Ruben de Boer is the Lead Conversion Manager at Online Dialogue. With 12+ years of experience in optimization, he works for various clients, both multinationals and scale-ups. He helps clients improve their optimization strategy and culture, sets up and improves the CRO process, and leads multidisciplinary teams.
Ruben is also the owner of Conversion Ideas, international keynote speaker, and a bestselling instructor on Udemy, with over 12,000 students who have taken his courses on conversion optimization, A/B testing and change management.
From his passion for experimentation and optimization on a personal, team, and company level, Ruben loves to help others improve their skills and share his passion.
Working on continuous product optimization, we strive for an experimentation- and validation-driven culture. To be successful at this, it is essential to understand that your job is more than just running A/B tests and conducting (UX) research. A large proportion of your work should be dedicated to change management and enabling others. However, changing and motivating others is hard.
In his presentation, Ruben will discuss the importance of change management, guided by an understandable model you can start using today. He will explain the model step-by-step, using the knowledge you already have. You will find many examples of things you should and should not do to cultivate a culture of experimentation in your organization.