Ruben de Boer, a lead consultant at Online Dialogue and founder of Conversion Ideas, shares his 15 years of expertise in conversion rate optimization. He discusses the critical role of data-driven decision-making and the shift to optimizing organizational processes. Ruben highlights the importance of A/B testing and integrating experimentation insights across teams. He emphasizes fostering a culture of experimentation by aligning colleagues' motivations and encouraging collaboration, ultimately driving innovation and better outcomes.