Ayat Shukairy, a marketing experimentation expert, dives into the art of optimizing website conversions. She discusses her SHIP methodology, guiding marketers to analyze user behavior effectively. Techniques like heatmapping and client interviews reveal insights crucial for improvement. Ayat also addresses how AI can enhance marketing strategies while emphasizing the need for human oversight. Additionally, she highlights the importance of a mobile-first approach to cater to diverse user experiences. Tune in for actionable tips to boost your site’s performance!