Abi Hough
"Have I got your retention?"

Abi Hough

Director, UU3 Ltd

Abi has been a freelance optimisation consultant for the best part of 20 years and has worked with all sorts of companies (big and small) across a plethora of industries – you name it, she’s probably worked on it.

She’s got an axe to grind when it comes to websites and their owners who should be doing better for their users. With has a strong focus on finding all the things that your users hate about your website from usability uglies, functionality f*ck ups and accessibility agonies that make them wish they’d never landed on your pages in the first place. Whatever it is, or however deeply buried on your site it’s hiding, she’ll find it so you can fix it.

Abi also focuses on in-depth and unconventional user research techniques to truly get to the nitty gritty of who your users are, what makes them tick and how you build relationships with them long term through trust and resonance, the secret sauce to improving customer lifetime value and breaking free of the shackles of acquisition alone.

Having worked with an exhaustive list of clients including FTSE 100 members, major biotechnology companies, the travel industry and e-commerce giants, her breadth of industry knowledge is as extensive as it is impressive – and something she likes to occasionally share as an international keynote speaker.

Presentation Title:
"Have I got your retention?"

Abi will discuss the 4 R’s of retention that you need to understand in order to keep your customers for longer so you can rely less on acquisition alone. It’s a deep dive into how to really get to understand your users in the context of their reality (not just from a data point of view), so you can start to build relationships with them that resonate – the result being they’ll stick with you for longer.

The talk introduces "Kellers Brand Equity Model" and goes through each step, and how Abi applied it to a client she worked along side who really wanted to get to know their customers. The talk is also a reminder to everyone that even though we think we know who we’re dealing with, actually we know very little at all, and how in the online world we’re all busy creating (with the help of AI) we are losing sight of our ability to connect as humans and truly understand what each other want.

The talk has a serious undertone, but is delivered with real world experience and examples with a dash of humour and humility to drive the main message home: that sometimes we have to face up to the ugly truth that we are perilously close to losing our humanity when it comes to the work that we are all involved in, and the result of that is that we are wasting money.