Upload
online-dialogue
View
2.480
Download
0
Tags:
Embed Size (px)
DESCRIPTION
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.
Citation preview
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
Koning Wi l lemshuis
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Nature evolves, humans adapt
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
We opt imize
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
In business
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
We’re sooooo slow
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
I ’m a growth hacker
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Optimize with more impact
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Start-up wor ld
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Invest ing in Start-ups
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Grow fast
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Or…
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
The lean start-up
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Optimize or die
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
My first websites
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Digging through log fi les
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Trying to improve
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
I learned about him
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Qual i ty c i rc le
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…
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Bi l l Murray
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Trying to get the gir l
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
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
I started with th is stuff
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
On with the “Dramatic changes”
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
How does Bi l l final ly win Andie?
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Why is your visitor here?
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
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!
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Ever been to Vegas?
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
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
Wheel-of-persuasion.com
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
Stat ist ics please…
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Obey the rules
1. Hypothesize 2. Fixed time
3. Significancy 4. Clean data
5. Segmentation
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
Use psychology insights
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
So you wi l l learn
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
And wi l l be able to improve
Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize
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