Rewriting the rules of CRO: JAKALA’s CONVERSatION brings Europe’s top experts to Milan

Over 200 digital experts gathered on May 27^th in Milan for a new edition of CONVERSatION, the event conceived and organized by JAKALA, and the first international event in Italy exclusively dedicated to Conversion Rate Optimization (CRO). It was a key opportunity for professionals in digital marketing, UX, and experimentation to exchange insights, featuring speakers from some of the most prominent players in the industry. The 2025 edition of CONVERSatION was sponsored by Kleecks and Contentsquare.

CRO: turning visitors into customers

Conversion Rate Optimization (CRO) is a set of techniques that help companies turn more website visitors into customers, by continuously and measurably improving the performance of digital channels, such as websites, e-commerce platforms, or apps.

The goal is clear: to encourage more users to take business-relevant actions, such as making a purchase, subscribing to a newsletter, or requesting a quote. CRO achieves this by combining quantitative and qualitative data, testing, and experimentation. It involves analyzing user behavior, identifying friction points in the online journey, and enhancing experience-enriching elements – such as rewriting a headline, simplifying a form, or redesigning a page layout.

It's a scientific approach that blends marketing, design, behavioral psychology, and technology – including artificial intelligence – to optimize every aspect of the digital experience and generate better results without increasing acquisition costs.

CRO at the core of Digital Innovation

Amedeo Guffanti, Managing Director of JAKALA’s global Activation business line, opened the event emphasizing the central role of CRO within the Digital Sales Lab, JAKALA’s multidisciplinary ecosystem where Media, SEO, Analytics, UX/UI, and AI work together to maximize conversion across digital touchpoints.

An international agenda for a holistic view of experimentation

Moderated by Frank Pagano (JAKALA), the agenda offered a mix of strategic insights and hands-on case studies. Highlights included:

Ruben de Boer (Online Dialogue) urged a rethink of A/B testing as a tool—not a goal—in building a culture of experimentation.
Simone Iuculano (JAKALA) posed the provocative question “Why even testing?”, proposing a decision-making model to test less but better, avoiding waste and bias.
Desiree van der Horst (Loop Earplugs) highlighted the importance of ad data in CRO and advocated for closer collaboration between Ads and Optimization teams.
Diana Avelar (Kleecks) and Francesco Giliberti (JAKALA) shared a case study showing how UX optimization can significantly reduce media costs through the Kleecks platform.
Craig Sullivan (Optimise or Die) explored the potential of generative AI in testing programs, sharing practical insights from using LLMs within product teams.
Luiza de Lange (LeoVegas) brought experience from three different industries, stressing the need for a strong data mindset and integrated tech infrastructure.
Eden Bidani (CAPE.Agency) closed the program with a talk on how using customers’ own words can improve conversions while maintaining brand coherence. senza perdere coerenza di brand.

CONVERSatION was designed to foster both culture and networking. Today, it stands out as a unique reference point in Europe’s digital event landscape – a space entirely devoted to CRO, a strategic discipline that thrives on interdisciplinary expertise and a scientific mindset. We chose an international format to spark dialogue between diverse perspectives, and to grow a community united by a passion for continuous innovation.

- stated Amedeo Guffanti.