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Keynote of Ton Wesseling at "A night of persuasion & optimization" by the http://www.onlineoptimizers.eu meetup group (http://www.meetup.com/onlineoptimizers). Location: Optimizely HQ - part of Amsterdam e-Week.
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O N L I N E D I A L O G U E G u i d i n g y o u t o d i g i t a l m a t u r i t y
# o p t i m i z e # e w e e k A m s t e r d a m 2 0 1 3 / 1 0 / 0 9
W i n n i n g a t O p t i m i z a t i o n
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
So I started with:
0 / 1 Testing
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Then I learned about th is story…
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Constant test ing environment
A / B Testing
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Better Dia logue Opt imizat ion
Winner!!
Variation B!
Variation A!
Default!
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
How does Bi l l final ly win Andie?
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How can you
help your visitor
to fullfil his needs?
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
I t ’s not about conversion opt imizat ion
I t ’s about learning how to serve your v is i tors!
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Automate the non learning stuff !
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Test ing costs t ime
Use it to LEARN
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
FA C T & A C T
&
Tell Combine Analyze
Test Create Analyze Find
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Data Driven
Data Driven
Data Driven
Data Driven Data Driven
Data Driven
Data Driven
Data Driven
Data Driven Data Driven
Data Driven
Data Driven Data Driven @ To n W
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Persuasion Psychologist Persuasion Psychologist
Persuasion Psychologist
Persuasion Psychologist
Persuasion Psychologist
Persuasion Psychologist
Persuasion Psychologist Persuasion Psychologist
Persuasion Psychologist
Persuasion Psychologist
@ B a r t S
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
CRO magic
Data Driven Persuasion Psychology +
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
But.. same test
Significant more submits, but..
Less registrations
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Obey the rules
1. Hypothesize 2. Fixed time
3. Significancy 4. Clean data
5. Segmentation
O N L I N E D I A L O G U E G u i d i n g y o u t o d i g i t a l m a t u r i t y
# o p t i m i z e # e w e e k A m s t e r d a m 2 0 1 3 / 1 0 / 0 9
W i n n i n g a t O p t i m i z a t i o n