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Laura Dansbury

Director Product Management
Ancestry.com

As a product director at Ancestry, Laura leads a team that maximizes revenue and conversion rates for online subscriptions and hard good products. She employs A/B and multivariate testing, pricing & packaging optimization, landing page optimization, SEO, and onboarding wizards to conversion efforts across websites in multiple geographies. Laura has spent over 10 years in online product, starting her career as a graphics designer for the CDC before moving into online product management. Her experience in SEO, enterprise search and information display have focused on making web search easier and more powerful. Combining these expertise domains enables her to develop strategies to acquire qualified visitors and convert them into paying subscribers.

Her interest in optimizing information discovery led her to Ancestry.com. Within Ancestry's rich historical databases, Laura has found records to support her family stories and uncover unknown family history. She loves teaching classes about how to do genealogy using Ancestry and watching her customers make discoveries of their own.

Follow Laura @loracle

Check out the incredible speaker line-up to see who will be joining Laura.

Download The Latest Agenda

Web Design & Merchandising Summit

Monday, May 2nd, 2016

10:35 Keynote: Optimization Of Payment Pages And On-Boarding Flows For High Involvement Products

Ancestry.com typically requires a high level of engagement and usage. When people first come to Ancestry they want to prove something or discover something new but that can be challenging when they don't know what they don't know. The company created an onboarding wizard to reduce the barriers to engagement by focusing on what visitors know and translating that into a feeling of confidence about using our product. That positive experience drives subscription purchases and will lead to a journey of family history discoveries. At the payment step, they focused on reducing friction and creating incentives to continue the final purchase step. Developing new ways to introduce and onboard customers to their product lifted conversion by double digits.

At the bottom of the conversion funnel at the time of payment, we have found ways to increase sign up conversion in A/B tests 3-6% by focusing on reducing friction and targeting forms based on user intent.

Attendees will learn about how they broke a complex problem into small steps and optimized each of them to increase conversion and revenue.

• Learn how to analyze payment pages to improve conversion at the point of online sale

• See how qualitative techniques and tools can help you understand quantitative behavioral
data

• Top quantitative A/B testing opportunities on a payment page

• Learn how to take a complex product and simplify it to engage customers early

13:55 Usability Panel Discussion: Rethinking Usability Testing And Focusing On Long-Term ROI Drivers For Your Organization

If you are going to test, what is it that you do first? How are you structuring and executing your tests? Our usability specialists review best practices, including keeping testing as a key focus area for your business, using the appropriate KPIs with your test results and the means to communicate the results internally to improve your overall customer experience.

• How are you structuring your tests, and who is involved?

• How to think about internal communication and how UX fits into the larger organization?

• How are you thinking about ROI from a UX perspective?

• What KPIs are you using?