The document discusses using notifications and experiments to optimize user behavior on websites. It talks about applying theories like social impact theory to increase conversions for new visitors. It provides examples of notification text variants being tested, and key factors for effective notifications like content, user segment, journey step, and algorithms. The goal is to optimize these notification factors to improve conversions and earnings through experimentation and data analysis.

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DATA DRIVEN UX
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DATA DRIVEN UX
informed
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4. CODING DESIGN
DATA
PSYCHOLOGY

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Conversion Optimization
Increase the % of visitors
that convert into customers.
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www.GTMtesting.com (Free)

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www.GTMtesting.com

14. www.BayesianCalculator.com (Also Free!)

15. www.bayesiancalculator.com

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19. 1
2
3
Huge anticipation!
Best seller of August 2016
740,591 total owners
The huge success of...
No Man’s Sky

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User Experience
Improve the quality of the user’s interaction with and
perceptions of your product and any related services.
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Conversion
Optimization
1 Short-term
2 Money, money, money.
3 Page focussed
Focus
1 Long-term effect?
Biggest challenge

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User Experience
A person's entire experience
using a particular product,
system or service.
1 Long-term
2 Experience, emotions
3 Human centered
Focus
1 Impact on revenue?
Biggest challenge

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A beautiful thing is coming...
The Great Convergence
UX CRO
UX
PS
Y
%
$

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A beautiful thing is coming...
The Great Convergence
UX CRO
UX
PS
Y
%
$

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“In the Great Convergence
UX will adopt CRO’s
methodology to optimize
customer centric business
growth.”
UX
Data science
Psychology
Business

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30. Organisations are the biggest conversion killer.
Burn the fuckin’ silos!
- Craig Sullivan

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Text wordExperiments
@JorrinQ

38. I DO THISIf , then THIS BEHAVORIAL CHANGE
will happen, among THIS GROUP ,
THIS REASONbecause of .
@JorrinQ
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39. I DO THISIf , then THIS BEHAVORIAL CHANGE
will happen, among THIS GROUP ,
THIS REASONbecause of .
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@JorrinQ

40. VIEW
Web Analytics
Heatmaps
Recordings
VOICE
VERIF
Y
VALUE
Customer Service
Surveys
Online Chat
Feedback
Experiments
User Testing
Scientific research
Focus groups
Marketing
Brand
Product
Hypotheses are sourced from 4Vs
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@JorrinQ

42. Returning visitors
New visitors

43. 1
2
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Ease of use
Complete listing of hostels
Best website for hostels
Thank you page
Survey results

44. Conformity is the change in one's
behaviour due to the real or
imagined influence of other people.
On the Hostelworld homepage we
can try to influence new visitors’
behaviour with the appearance of
other visitors.
THEORY BY PSYCHOLOGIST

45. I DO THISIf , then THIS BEHAVORIAL CHANGE
will happen, among THIS GROUP ,
THIS REASONbecause of .
@JorrinQ
SN

46. WE APPLY
SOCIAL
IMPACT
THEORY
If , then
A DECREASE OF THE EXIT
RATE AND
INCREASE OF BOOKINGS
will happen, among
NEW
VISITORS ,
THEY RECOGNIZE THEIR
SOCIAL PEERS BOOK AT
HOSTELWORLD
because .
@JorrinQ
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47. A B

48. A B

49. A
+2.78%
FOR NEW VISITORS with chance of 96.4%
B

50. A
+2.78%
chance of 96.4%
B

52. “Manage your booking with ease in your Valk account”

53. A B
Manage your booking with ease
in your Valk account.

54. Proof of Concept
Do notifications have any negative effect?

55. A
No difference!
B
Manage your booking with ease
in your Valk account.

56. Proof of Concept
Do notifications have any negative effect?

57. Proof of Concept
Do notifications have any negative effect?
What are the key factors1 for effective notifications?

58. Proof of Concept
Do notifications have any negative effect?
What are the key factors1 for effective notifications?
Key Factors1 = Content, Segment, Journey step, Algorithm
Less Impactful Factors2 = Design, Position, Animation

59. Proof of Concept
Do notifications have any negative effect?
What are the key factors1 for effective notifications?
Optimize these key factors to earn more
Key Factors1 = Content, Segment, Journey step, Algorithm
Less Impactful Factors2 = Design, Position, Animation

60. Proof of Concept
Do notifications have any negative effect?
What are the key factors1 for effective notifications?
Optimize these key factors to earn more
Key Factors1 = Content, Segment, Journey step, Algorithm
Less Impactful Factors2 = Design, Position, Animation

61. Manage your booking with
ease in your Valk account.
6 people are looking at rooms
for this hotel right now.
Last booking at this hotel
was 2 minutes ago.
Most rooms at this hotel
have free cancellation.
You will get a confirmation of
your booking per e-mail.
This hotel was already
booked 12 times today.
89% of the rooms are booked
for your chosen dates.
Get a 5 euro Valk bonus for
your next booking.

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Profit or loss?

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78. Manage your booking with
ease in your Valk account.

79. Example
Control No notifcations
Variant B No notifications
Variant C
Variant D
@JorrinQ
SN
Manage your booking with
ease in your Valk account.
Last booking at this hotel was
2 minutes ago.

80. Last booking at this hotel
was 2 minutes ago.
Most rooms in this hotel
have free cancellation.

81. Example 2
SN
Control
Variant B
Variant C
Variant D
Last booking at this hotel
was 2 minutes ago.
Last booking at this hotel
was 2 minutes ago.
Last booking at this hotel
was 2 minutes ago.
Most rooms in this hotel
have free cancellation.
Most rooms in this hotel
have free cancellation.

82. Manage your booking with
ease in your Valk account.
6 people are looking at rooms
for this hotel right now.
Last booking at this hotel
was 2 minutes ago.
Most rooms at this hotel
have free cancellation.
You will get a confirmation of
your booking per e-mail.
This hotel was already
booked 12 times today.
89% of the rooms are booked
for your chosen dates.
Get a 5 euro Valk bonus for
your next booking.

83. Manage your booking with
ease in your Valk account.
6 people are looking at rooms
for this hotel right now.
Last booking at this hotel
was 2 minutes ago.
Most rooms at this hotel
have free cancellation.
You will get a confirmation of
your booking per e-mail.
This hotel was already
booked 12 times today.
89% of the rooms are booked
for your chosen dates.
Get a 5 euro Valk bonus for
your next booking.

86. www.smartnotifications.com