Winning at optimization - Ton Wesseling

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: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize

Koning Wi l lemshuis

Nature evolves, humans adapt

We opt imize

In business

We’re sooooo slow

I ’m a growth hacker

Optimize with more impact

Start-up wor ld

Invest ing in Start-ups

Grow fast

The lean start-up

Optimize or die

My first websites

Digging through log fi les

Trying to improve

I learned about him

Qual i ty c i rc le

So I started with:

0 / 1 Testing

Then I learned about th is story…

Bi l l Murray

Trying to get the gir l

Constant test ing environment

A / B Testing

Better Dia logue Opt imizat ion

Winner!!

Variation B!

Variation A!

Default!

I started with th is stuff

On with the “Dramatic changes”

How does Bi l l final ly win Andie?

Why is your visitor here?

How can you

help your visitor

to fullfil his needs?

I t ’s not about conversion opt imizat ion

I t ’s about learning how to serve your v is i tors!

Ever been to Vegas?

Automate the non learning stuff !

Test ing costs t ime

Use it to LEARN

FA C T & A C T

Tell Combine Analyze

Test Create Analyze Find

Data Driven

Data Driven Data Driven

Data Driven

Data Driven Data Driven

Data Driven

Data Driven Data Driven @ To n W

Persuasion Psychologist Persuasion Psychologist

Persuasion Psychologist

Persuasion Psychologist Persuasion Psychologist

Persuasion Psychologist

@ B a r t S

CRO magic

Data Driven Persuasion Psychology +

Wheel-of-persuasion.com

Autonomy

+25% sales

But.. same test

Significant more submits, but..

Less registrations

Layer ing

+14% sales

Stat ist ics please…

Obey the rules

1.  Hypothesize 2.  Fixed time

3.  Significancy 4.  Clean data

5.  Segmentation

Use psychology insights

So you wi l l learn

And wi l l be able to improve

And have the happy end

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

Winning at optimization - Ton Wesseling

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