Craig Tomlin

UX Optimization: Combining Behavioral UX and Usability Testing Data

Key Learnings

  • Find and fix hidden website issues to improve your conversion and increase ROI.
  • Use combined behavioral UX and usability data for better optimization decisions.
  • Know which UX optimization data and tools are useful and which ones are not.
  • Eliminate guesswork and improve your site conversion faster using better analysis.
  • UX decisions based on solid data and non-biased analysis vs assumptions.


By learning how to combine two typically separate sources of data, the ‘what is happening’ behavioral UX data with ‘why it’s happening’ usability testing data you can identify optimizations to dramatically improve your website.

The combination of quantitative and qualitative data provides a 360-degree view into where your website can be optimized, what is causing poor performance, and how it can be improved.

Attend this session to learn techniques, tips and tricks to help you improve any website, or app!

Date: Wednesday, October 21st


Craig Tomlin

Author and Founder,

William Craig Tomlin is a senior user experience strategist, researcher and conversion rate optimization expert. He’s author of the book, “UX Optimization: Combining Behavioral UX and Usability Testing Data to Optimize Websites.” He’s a Certified Usability Analyst who conducts
UX research, CRO and UX design optimization to increase Return On Investment. He consults with start-ups to the Fortune 500 and has been optimizing websites, mobile sites and apps for over 20 years. He’s worked with firms including; AT&T,, Charles Schwab, DirecTV, Disney, IBM, Prudential Insurance Company, Sprint, Verizon, Zurich Insurance Company and many more. He’s a former President of the User Experience Professional’s Association Austin chapter, and a speaker at conferences including; InnoTech, SXSW, UXPA, World Usability Congress, and more.

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