Learn how the best in the industry are boosting online profits for companies they work with. We bring you 100% practical, actionable content, delivered by highly-sought after experts, and infused with hardcore networking.

  • 4 July
    day 1
  • 5 July
    day 2
  • 6 July
    day 3
11:00 - 12:00
Bus from Tallinn

We'll take all the attendees to the event site by bus. Bus leaves from downtown Tallinn. The event site is 1 hr away.

12:15 Peep Laja and Priit Kallas
Intro by Peep & Priit

Hosts Peep Laja and Priit Kallas kick off Digital Elite Camp 2016.

12:30 - 13:15 Paul Rouke
Opening keynote: Tackling the Global Pandemic That is Bullshit Optimisation

The conversion optimisation industry is in a mess. Poor practice and the spread of misinformation is rife. The agencies and practitioners who truly understand what intelligent conversion optimisation is and what it looks like are currently part of what can only be described as “the secret society”.

Nearly every business claims they are "customer centric", yet reality proves they’re far from it and more often than not, they’re clueless as to what it means.

Millions is spent every month on enterprise testing tools which promise the world, only to be used by untrained teams and produce inconclusive results. To add to the problem, there are new shiny toys in the guise of big data & personalisation stealing all the headlines and clamouring for marketing budget to be thrown their way.

In his opening keynote talk, Paul will be discussing the struggles that the conversion optimisation industry has faced (and will continue to) and how collectively, the people within the industry can prove that conversion optimisation is the best force for growth available to businesses all around the world.

Paul will also be posing a very unlikely but important question for everyone to consider.

13:15 - 13:45 Karl Gilis
How to Make Sure Your New Website Won’t Be a Failure?

Most optimizers aren’t big fans of the traditional redesign cycle. They promote a continuous optimizing process. And that’s fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?

Bio: Karl is the G in AGConsult, a Belgium-based usability and information architecture company. He’s been optimizing websites since 2001. Always based on user research & facts, because he’s tired of all the opinions and gut feelings in the web business. Karl teaches at several university colleges in Belgium and speaks at conferences all over the world. Some people refer to him as the ‘conversion comedian’. He works for clients such as Suzuki, Thomas Cook, Tui, Shell and Daikin.

13:45 - 14:15
14:15 - 14:45 Karsten Lund
Master the Moment of Decision Using Applied Neuroscience Methods for Measuring Attention, Emotion & Memory

Learn how accurately measuring attention, emotion & memory can help you discover new ways to optimise your website, landing pages and campaigns.

At the end of the day, whether a campaign, website or landing page is successful or not comes down to one thing - A human making a decision. The science behind decision making has been researched by psychologists and neuroscientists for a decade, but only in the recent years has technology, science and business merged interest in validating methods and metrics. With the rise of wearables the foundation for a scalable way to gather valid data on decision making emerged.

14:45 - 15:15 Amy Harrisson
The Science of Screenwriting for Online Marketers and Copywriters

Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’

Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.

15:15 - 15:45
15:45 - 16:15 André Morys
The Growth Canvas: What You Should Really Copy from Amazon

It happens everytime: As soon as a speaker shows a successful A/B-test result on a conference, all smartphones are raised up in the air to capture the insight. Most optimizers are searching for best practices on the level of operative results top copy them.

Unfortunately things that work for company A do not work for company B.

But you can copy something else: What most optimizers are missing, is an effective process to generate successful results with tons of uplift - so they don’t need to test the ideas of somebody else.

After studying the optimization processes of companies like Amazon, Airbnb, Dropbox or booking.com, André developed a system that is based on their success factors. In this talk you’ll learn how this system works.

16:15 - 16:45 Annemarie Klaassen & Tom van de Berg
Moving Beyond Testing for Absolute Truths

A/B-testing is a great way to really learn from user behavior, but this is mostly not the main objective of an optimization program. It needs to improve revenue! If you're only implementing significant results, you're leaving a lot of money on the table. We will explain how we run optimization at the biggest hotel chain in the Netherlands.

16:45 - 17:15
17:15 - 17:45 Marie Polli
Taking Your Customers on a Journey That Matches Their Expectations

Each page of yours sales funnel has a purpose - it’s part of your customers’ journey. You don’t want to confuse people by trying to cross sell a similar product to them in the shopping cart and you don’t want to keep them away by having a really weird homepage. This session will do a walk through of the do-s and don’t-s of the key steps of your sales funnel.

17:45 - 18:15 Peep Laja
Fresh Out of The Oven

Peep will talk about some of the original UX research studies ConversionXL Institute has conducted over the last months. Inspiration for effective tests and website changes.

18:15 - 19:00

9:00 - 10:00
10:00 - 10:30 Nilan Peiris
Product == People

Nilan will be talking through how finding its cause helped TransferWise build an evangelical brand and drive product driven growth.

TransferWise is the leader in international money transfer transferring over £0,5bn a month, doubling in size every 3 to 4 months mainly through Word of Mouth. Nilan will be talking through how defining its purpose helped TransferWise unlock “NPS driven growth”.

10:30 - 11:00 Stacey MacNaught
Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value

Content marketing has a tendency to be a bit of a "fluffy" term, too frequently measured against things like "shares." Nobody pays the bills in shares. In this talk, Stacey will be talking about content marketing that delivers against tangible marketing goals. Stacey will share tactics her team are using to come up with content ideas that deliver relevant (converting!) traffic and tips for executing the ideas for maximum impact.

11:00 - 11:30
11:30 - 12:00 Phil Nottingham
CRO with Video: Tips, Tricks and Tactics

Everyone knows video can be an incredibly powerful conversion tool, but few know the secrets of running lean and mean CRO campaign with video. Armed with data from studying the performance of Wistia's 10 million videos, Phil will explain how to get the most of the videos across your channels and will explain how video analytics data can be used to automate and improve your creative processes.

12:00 - 12:30 Johnathan Dane
The PPC Thermometer - Why You Should Care About Ice Cubes & Lava

Managing millions in PPC ad spend allows for some interesting results. Knowing which combination of PPC placements, offers, ads and more that work best, will help you get the right people into the right parts of your conversion funnel. Plateauing your PPC performance is a fairytale, and Johnathan will show you how to keep getting more and more ROI from your PPC efforts.

12:30 - 13:30
13:30 - 14:00 Mogens Møller
How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce

You can't compete with Amazon, Zalando, and the biggest ecommerce websites on price, delivery and return terms, large selection, usability, etc.

Because of that, some people might consider this a lost game! What else can you compete at?

I've done hundreds of user tests and customer interviews on ecommerce websites the last year. I've told users they need e.g. new shoes, a new washing machine, a new computer, new bedding, new toys for their kids etc. and started them at Google.

Most of the times, they don't end up buying at the biggest ecommerce websites. They end up buying at smaller niche ecommerce sites. Why? Because these sites truly understand their visitors, and they understand how to motivate them to make a buying decision.

In my presentation at Elite Camp I'll reveal how to beat these big websites by understanding how to motivate and upgrade your visitors and by competing on parameters where the big ones suck!

14:00 - 14:30 Martijn Scheijbeler
Optimization for Content Sites

What makes optimizing different for a publisher then for example an ecommerce site. In this session Martijn from The Next Web will show you how they focus on CRO and SEO to have users engage more with their content and services. We'll go into learning how to create the best process on how to work on both of them at the same time to have maximum impact.

14:30 - 15:00
15:00 - 15:30 Chris Mercer
How Top Marketers Are Using Google Tag Manager To Improve their Sales & Leads

In this session you will learn:

- What a "Tag Manager" is and why you should be using it
- How you can use GTM to unlock more detailed reporting in platforms Google Analytics so you can make more useful marketing decisions.
- Time saving steps you can take to improve your tracking (without having to involve your developer)

15:30 - 16:00 Yehoshua Coren
Strategic And Tactical Implementation And Analysis Techniques

Hands on session focused on how to get the most out of Google Analytics. Yehoshua will show you how he approaches implementation of GA's enhanced features, including Custom Dimensions, Custom Metrics, Data Import, and Enhanced Ecommerce. Yehoshua will show you how to access a beautifully crafted data set via custom reports and segments and put it to use. Go home with a list of "things to do tomorrow" and practical knowledge about how to do it!

16:00 - 16:30
16:30 - 17:00 Andrus Purde
From Hand to Hand Combat to a Bond Villain - How You Evolve as a Marketer

War is a shitty affair, full stop, but it offers a good analogy to different phases of marketing. When you’re a scrappy startup, marketing resembles hand to hand combat. You have to wrestle, beg and bully your early customers to use your product. After you’ve proven product-market fit with a handful of customers you’ll start to test different “weapons”, or scalable marketing channels. Soon after that you’ll play the role of army general, deciding who to attack, how and what troops to send to the front line. And then you’re the Bond villain, removed from reality, a purring cat on your lap and finger on the red button that will destroy the world. Andrus shares his story of heading marketing of Pipedrive from 0 to more than 10,000 paying customers, and from drafting copy for the launch email to managing a team of 15 people on two continents. Conversion lessons learned are included throughout the journey.

17:00 - 17:30 David Arnoux
From Street Musician to Rockstar: How We Train the Next-gen of Growth Rockstars

Let’s face it, growth hacking is bullshit right? Well I’ve spent the last couple years building, coaching and training regiments of growth teams and growth hackers. Turning young bucks into the next generation of technical-marketing, data-driven, behavioural psychologist, conversion-hungry growth stallions. In this talk I’ll run you through some stories, learnings and tricks I've learned along the way.

17:30 - 17:45
17:45 - 18:30
18:30 - 19:00 John Gordillo
Stand-Up: Cheap Shots At The Defenceless

This is a presentation about love, marketing, corporations, market research and show business - and how they sometimes appear as the same thing. John Gordillo is a British comedian who has a unique ability to make people laugh and think at the same time.


9:00 -10:00
10:00 - 10:45 Thomas Barker
From Zero to In-House Optimisation Superstars

So you’ve read the book and you know everything there is to know about CRO but nobody is listening! It doesn’t matter how good you are because without buy in and a data-driven testing culture embedded across your digital organisation you will never reach your full potential. I’ll show you how one of the oldest banks in the world went from a standing start all the way through to testing and optimisation Superstars.

10:45 - 11:15 Craig Sullivan
Summary session

Summing up what we just learned at this conference.

11:15 - 11:30
Packing bags
11:30 - 12:30
Bus back to Tallinn

World Class Speakers: People Who Really Know Their Stuff

Karl Gilis
Best UX comedian of the year.
Karsten Lund
Optimization Manager @jellyfishagency
Amy Harrisson
Conversion Copywriter
André Morys
Optimization expert, CEO of Web Arts
Annemarie Klaassen
Conversion optimization analyst
Tom van de Berg
Conversion optimization analyst
Stacey MacNaught
Content marketeer
Phil Nottingham
Video marketeer
Johnathan Dane
PPC expert @ KlientBoost
Mogens Møller
Usability and mobile optimization expert
Yehoshua Coren
Analytics ninja
Andrus Purde
Head of marketing @pipedrive
Nilan Peiris
VP Growth @ Transferwise
Craig Sullivan
The legend. @optimiseordie
David Arnoux
Head of Growth @GrowthTribe
Paul Rouke
Director of Optimisation @PRWD
Marie Polli
Conversion Optimizer @ConversionXL
Martijn Scheijbeler
Director of Marketing @The Next Web
Peep Laja
Priit Kallas
Digital Elite Camp
Chris Mercer
Seriously Simple Marketing
John Gordillo
Stand-Up Optimizer
Thomas Barker
Data and Analytics Lead at Royal Bank of Scotland
The Event

Elite Camp is an all-inclusive conference:
the fee includes 2 hotel nights + all meals

The event takes place at a spa hotel called Laulasmaa Spa. The whole place is booked for the conference. We'll provide transportation from Tallinn to the event site, and back. Buses will pick you up from the airport as well as downtown Tallinn. We will gather your arrival info, and plan the logistics accordingly.

There's an event pre-party the night before Elite Camp in downtown Tallinn, so we recommend you fly in and get yourself a hotel room for July 3rd. In the morning of July 4th we'll take everyone to the event site together.



Pricing: choose between single or shared room

10% discount for 3 or more people registering together.

  • 1000€ €895
    • Private hotel room just for you
    • Conference access
    • Two nights at a hotel
    • All meals
    • Free access to SPA and saunas
    • Transportation from Tallinn to event site (and back)
  • 900€ 795€
    • Share a room with a friend or coworker (available for 2, 4, etc. attendees)
    • Conference access
    • Two nights at a hotel
    • All meals
    • Free access to SPA and saunas
    • Transportation from Tallinn to event site (and back)


Payment options

Invoice, PayPal, and Credit Card

For payment you will be redirected to dgd.ee/digitalelitecamp
The invoice will be from DreamGrow Digital OÜ - Ahtri 8, 10151 Tallinn, Estonia. Reg# 11468462, VAT# EE101214517

Contact information

If you need help with any questions about the event don't hesitate to contact us!

Get the answers about the event from:

Ants Anupõld

phone: +372 5302 2382

email: ants.anupold@gmail.com

Send questions about billing and payments to:

Priit Kallas

phone: +372 502 3598

email: priit@dreamgrow.com


Q1: What if I'm coming from another country?
Most are! Know that you're really, really welcome and wanted. We want you to come, and will take good care of you. We can arrange pick-up at the airport. We'll provide transportation from downtown Tallinn to the event site.
Q2: Is there a money back guarantee?
If you're not happy with what you learned, you'll get 100% refund. Yup, we're confident you're gonna love it.
Q3: What's the cancellation policy?
If you cancel before May 1st, 100% refund. If you cancel up to 30 days before, we'll refund 50%. No refunds if cancelled after that. You can always transfer the ticket to someone else.
Q4:Is the event in English?
Yes, 100% in English. It's a fully international event.


Laulasmaa Spa and Conference Hotel, Estonia
Puhkekodu 4, Laulasmaa
Keila parish, 76702 Estonia