---
title: "INBOUND 2018: What they don't teach you about conversion optimizations"
description: Ayat Shukairy, co-founder managing partner at Invesp and the conversion optimization queen, took to the INBOUND 2018 stage to bust some myths and spill some beans about conversion optimization.
---

[Blog - Digital Marketing Agency, Niswey ](https://www.niswey.com/blog)

# [INBOUND 2018: What they don't teach you about conversion optimizations](https://www.niswey.com/blog/inbound-2018-what-they-dont-teach-you-about-conversion-optimizations-secrets-from-the-frontlines)

 Written by [Daizy Jain](https://www.niswey.com/blog/author/daizy-jain) | Sep 7, 2018 12:46:14 AM

According to Google, only 10% of A/B tests are successful! So how do we steer our best salesperson, our website, in the right direction? What do we do to optimize conversions? To help you answer these questions, Ayat Shukairy, took a session at Hubspot’s INBOUND18.

Ayat Shukairy, the co-founder managing partner at Invesp and the conversion optimization queen, took to stage to bust some myths and spill some beans about conversion optimization.

Some key takeaways from her session were:

> .[@nicole_sengers](https://twitter.com/Nicole_Sengers?ref_src=twsrc%5Etfw) insights from [@ayat](https://twitter.com/ayat?ref_src=twsrc%5Etfw) session [#Inbound18](https://twitter.com/hashtag/Inbound18?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/deH6IVgBKp](https://t.co/deH6IVgBKp)
> 
> — Spitfire Inbound (@SpitfireInbound) [September 6, 2018](https://twitter.com/SpitfireInbound/status/1037762608743542784?ref_src=twsrc%5Etfw)

During her session, Ayat mentioned that the key to success is experimenting. Trying different ways to achieve a good conversion rate is not a one-glove fits all process.

It’s a process that takes planning and knowing what impact your actions will have.

> “CRO is like the scientific method.” The more experiments you conduct the more success you will achieve [@ayat](https://twitter.com/ayat?ref_src=twsrc%5Etfw) [#INBOUND18](https://twitter.com/hashtag/INBOUND18?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/KIRyUOiccM](https://t.co/KIRyUOiccM)
> 
> — Karla Witte (@karlawitte) [September 6, 2018](https://twitter.com/karlawitte/status/1037756632128778241?ref_src=twsrc%5Etfw)

Ayat went on to talk about how best practices generally don’t work out and hence trying various methods is what will yield results.

> Best practices often fail. [@ayat](https://twitter.com/ayat?ref_src=twsrc%5Etfw) talks about how to find the best ways to optimise [#INBOUND18](https://twitter.com/hashtag/INBOUND18?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/cHPqgzasbZ](https://t.co/cHPqgzasbZ)
> 
> — Nicole Sengers (@Nicole_Sengers) [September 6, 2018](https://twitter.com/Nicole_Sengers/status/1037749526570905600?ref_src=twsrc%5Etfw)

She pointed out that we think of visitors behaving in a linear pattern, however, that’s not the case at all. The amount of detours a visitor takes to reach your target is inconceivable.

> We think visitors behave in linear ways but that isn’t true [#INBOUND18](https://twitter.com/hashtag/INBOUND18?src=hash&ref_src=twsrc%5Etfw) [@ayat](https://twitter.com/ayat?ref_src=twsrc%5Etfw) [pic.twitter.com/WEFfy1SAFE](https://t.co/WEFfy1SAFE)
> 
> — Nicole Sengers (@Nicole_Sengers) [September 6, 2018](https://twitter.com/Nicole_Sengers/status/1037750652179542018?ref_src=twsrc%5Etfw)

To sum it all up, CRO boils down to what your customers want, and you giving exactly that, no matter what.

> CRO means more than putting out fires or making your team happy. It goes back to solving for the customer [#delight](https://twitter.com/hashtag/delight?src=hash&ref_src=twsrc%5Etfw) [#INBOUND18](https://twitter.com/hashtag/INBOUND18?src=hash&ref_src=twsrc%5Etfw) [@ayat](https://twitter.com/ayat?ref_src=twsrc%5Etfw) [pic.twitter.com/wBmTx788SH](https://t.co/wBmTx788SH)
> 
> — Nicole Sengers (@Nicole_Sengers) [September 6, 2018](https://twitter.com/Nicole_Sengers/status/1037753261376385026?ref_src=twsrc%5Etfw)

If you want to catch more INBOUND 2018 action, make sure you’re keeping an eye on our remote coverage of the event! We’re super stoked to bringing you everything INBOUND!

[View full post](https://www.niswey.com/blog/inbound-2018-what-they-dont-teach-you-about-conversion-optimizations-secrets-from-the-frontlines)

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