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ONLINE DIALOGUE Guiding you to digital maturity #optimize #eweek Amsterdam 2013/10/09 Winning at Optimization

Winning at optimization - Ton Wesseling

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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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Page 1: 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

Page 2: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Koning Wi l lemshuis

Page 3: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Page 4: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Nature evolves, humans adapt

Page 5: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

We opt imize

Page 6: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

In business

Page 7: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

We’re sooooo slow

Page 8: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

I ’m a growth hacker

Page 9: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Optimize with more impact

Page 10: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Start-up wor ld

Page 11: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Invest ing in Start-ups

Page 12: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Grow fast

Page 13: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Or…

Page 14: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

The lean start-up

Page 15: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Optimize or die

Page 16: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

My first websites

Page 17: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Digging through log fi les

Page 18: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Trying to improve

Page 19: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

I learned about him

Page 20: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Qual i ty c i rc le

Page 21: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

So I started with:

0 / 1 Testing

Page 22: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Then I learned about th is story…

Page 23: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Bi l l Murray

Page 24: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Trying to get the gir l

Page 25: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Constant test ing environment

A / B Testing

Page 26: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Better Dia logue Opt imizat ion

Winner!!

Variation B!

Variation A!

Default!

Page 27: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

I started with th is stuff

Page 28: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

On with the “Dramatic changes”

Page 29: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

How does Bi l l final ly win Andie?

Page 30: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Why is your visitor here?

Page 31: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

How can you

help your visitor

to fullfil his needs?

Page 32: Winning at optimization - Ton Wesseling

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!

Page 33: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Ever been to Vegas?

Page 34: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Automate the non learning stuff !

Page 35: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Test ing costs t ime

Use it to LEARN

Page 36: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

FA C T & A C T

&

Tell Combine Analyze

Test Create Analyze Find

Page 37: Winning at optimization - Ton Wesseling

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

Page 38: Winning at optimization - Ton Wesseling

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

Page 39: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

CRO magic

Data Driven Persuasion Psychology +

Page 40: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Wheel-of-persuasion.com

Page 41: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Autonomy

+25% sales

Page 42: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

But.. same test

Significant more submits, but..

Less registrations

Page 43: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Layer ing

+14% sales

Page 44: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Stat ist ics please…

Page 45: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Obey the rules

1.  Hypothesize 2.  Fixed time

3.  Significancy 4.  Clean data

5.  Segmentation

Page 46: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

Use psychology insights

Page 47: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

So you wi l l learn

Page 48: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

And wi l l be able to improve

Page 49: Winning at optimization - Ton Wesseling

Email: [email protected] onlinedialogue.com Twitter: @TonW #optimize

And have the happy end

Page 50: 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