Why Conversionboost Matters for Experimentation Driven Brands
Jomar interviews Ole Gregersen, Conversionboost founder
Conversionboost 2026 Details:
17 March 2026 – Copenhagen
Announcement
Get your ticket before end of year and save €200
Full day conference + lunch + drinks, only €279 + VAT
I have known about Conversionboost for many years, particularly through the analytics community, and I met Ole Gregersen at Web Analytics Wednesday Copenhagen long before I attended the conference myself.
When I finally joined last year, I experienced something special, the kind of atmosphere we also find at our own events. The room felt alive with curiosity, practical insight and a genuine desire to learn. It reflected the same spirit that defines the Brand Leadership Community today, where people want to grow, share and help shape what comes next.
Recently I had the chance to speak with Ole again, just as he announced Conversionboost 2026. The timing felt right. There is a real opportunity to strengthen innovation and conversion optimisation culture across the Nordics. Markets such as the Netherlands and the UK are further ahead, and Conversionboost is one of the few platforms in this region positioned to close that gap.
For me, it feels important to help spread the word about Conversionboost to our community and beyond. Ole and the conference embody the same values that drive our own work: knowledge sharing, innovation, learning in public and helping people improve. Conversion optimisation is essential for modern brands, and I want it to feature more prominently across our conferences and editorial. Recognising the importance of this discipline is key to raising standards in our industry.
Built by practitioners, for practitioners
Conversionboost started as a passion project and has remained one. Ole built the event around his own curiosity for experimentation and a genuine desire to learn from others.
As he puts it: “You could say I built this conference for myself.”
This is precisely why it attracts people who care. It speaks directly to practitioners who want to sharpen their craft, learn from real experience and meet others who take experimentation seriously.
A community sized event with the feeling of an extended family
Around two hundred people attend each year. This size is a strength. It creates the intimacy of a community rather than the anonymity of a large expo.
Ole described it as ““We have built a really strong network here, which is remarkably valuable and experienced”..”
It is large enough to bring a range of perspectives, yet small enough for meaningful conversations.
Serious craft wrapped in a warm, human culture
The atmosphere is welcoming. People show up to learn, not to posture. Speakers share openly about what worked and what failed.
Ole brings a personal touch, often quite literally, whether through humour or last year’s unexpected musical moment. It sets a tone that makes the event feel human rather than corporate.
How Conversionboost has evolved over thirteen years
The discipline has changed significantly, and Conversionboost has changed with it.
What once centred on surface level tweaks such as button copy or colour has grown into a discipline connected to strategy, stakeholder management and measurable business impact.
Ole reflected, “In the beginning CRO was almost a variation of UX. These days it is about connecting hypotheses to strategy and understanding how businesses grow.”
Experimentation has become a strategic capability rather than a marginal activity.
A platform for leading thinkers and real world cases
Conversionboost consistently brings together a mix of practitioners, international experts and standout cases.
One highlight of the 2026 programme is a session from Sanne Abrahamsson, Digital Team Lead at Lomax, the only Danish recipient of the Experimentation Culture Awards. Her appearance at Conversionboost 2026 will offer a rare inside look at how a mature experimentation culture operates day to day, from team structure to prioritisation frameworks.
Speakers are chosen for their depth of experience and practical insight, creating a programme grounded in reality rather than driven by trends.
A timely voice in an industry still maturing
Despite the clear value of experimentation, many organisations still make digital changes without proper validation. Ole calls this out directly.
“A lot of companies build things, implement them and then hope for the best.”
Conversionboost pushes a different standard. It promotes evidence, validation and structured processes as essential, not optional. It provides a necessary counterpoint in a region still working to raise its experimentation maturity.
The growing influence of AI within experimentation
AI is reshaping the field, and Conversionboost is one of the platforms where this future is explored in depth.
Three shifts stand out
- non technical practitioners can now build more experiments with AI assisted coding
- dependency on scarce developer resources is reducing
- the future of analytics involves talking directly to data rather than relying on dashboards
Ole noted, “I want to be able to talk to the data. That is coming with rapid speed.”
This marks a significant acceleration in how experimentation will be practised in the coming years.
A Conference More People Need to Know About
For me, it feels important to help spread the word about Conversionboost to our community and beyond. The conference reflects the same values that shape the Brand Leadership Community: curiosity, knowledge sharing, practical learning and a desire to elevate the standards of digital practice.
Both communities bring together people who care about understanding, experimenting and improving. Both create space for honest conversations about what works and what does not. Both attract the kind of professionals who want to grow, contribute and raise the level of thinking in the Nordic market.
By spotlighting Conversionboost within BLC, we can help more people appreciate the importance of experimentation and conversion optimisation as essential capabilities for modern brands. It also allows us to feature these themes more consistently across our own conferences and editorial work, supporting the wider ecosystem and strengthening the broader community.
Why Conversionboost continues to matter
Conversionboost plays a distinctive role in Denmark’s digital ecosystem. It offers clarity in a field that is often misunderstood, community in a space where specialisation can feel isolated and a sense of momentum for a discipline experiencing rapid change.
It remains one of the clearest signals in the Nordic region that experimentation matters and that improving digital performance is a craft deserving focus, discipline and community.
Conversionboost 2026 Details:
17 March 2026 – Copenhagen
Announcement
Get your ticket before end of year and save €200
Full day conference + lunch + drinks, only €279 + VAT
Ole Gregersen
Ole Gregersen is the founder of Conversionboost, Copenhagen’s leading conference dedicated to conversion optimisation and experimentation. As CRO Lead at IMPACT Commerce and long-time consultant through Optuner, he helps brands improve performance through analysis, optimisation, usability practice, and structured experimentation. With a background spanning UX at FDM Travel, information architecture at KMD, and usability teaching at the IT University of Copenhagen, Ole also co-hosts the CRO og Kaffe podcast, sharing insight and stories from the optimisation community.
