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@guido
Team Growth
Organizing your Optimization Dream Team
@guido
bit.ly/team-growth
@guido
Where do we start?
What tools do we need?
How do we grow(th hack)?
How do we prioritize tests?

Who’s going to do this?
Conversion Rate Optimization (CRO)
@guido
Dear user, drink a glass of water
The frustration is real!
@guido
Learn…
… your maturity level
… the Website Optimisation Workflow
… how to prioritize
… who to hire
@guido
@guido?
• Psychologist
• Optimization @
Euroflorist (Merchant)
• Dutchento &

Meet Magento Netherlands
@guido | gui.do
@guido
euroflorist.com
@euroflorist
@guido
We help people make others
happy, noticed & remembered
@guido
Our local markets
19 WEBSITES
12 COUNTRIES

8 LANGUAGES
Austria

Belgium

Denmark

France

Germany
Ireland

Luxembourg
Norway

Poland

Sweden

The
Netherlands

United Kingdom
20 NATIONALITIES
www.bestppt.com
www.bestppt.com
@guido
WHAT IS EUROFLORIST?
• We send flowers since 1947
• Swedish company, offices across Europe
• Sell flowers through our Florist Network
(9.000 florists) and Box Product
• B2C & B2B sales
• 1 billion SEK revenue (majority Online)
@guido
WHAT IS EUROFLORIST?
• 180+ employees (50% CS, 30+ online)
• 2M+ bouquets sent every year
• Market shares ranging up to 45%
• Growing revenue, teams and taking
market share
@guido
WHAT IS EUROFLORIST?
• 20 years in e-commerce
• Sites with up to 18% conversion
rate
• 8+ score on Trustpilot
@guido
These slides
Can be found @ bit.ly/team-growth
@guido
@guido
Necessary Components

for CRO
Platform People Process
@guido
But first:
What’s your level?
@guido
Digital Analytics
Maturity Model (DAMM)
by Stéphane Hamel
@guido
• Visitors, Visits, Page
views
• Top 10s
• Demographics
• Technographics
• Top entry/exit
• Performance
• Capacity & Security
Metrics
Optimization
Level 1
• Path analysis
• Funnel reports
• A/B testing
• Campaign
Optimization
• KPIs
• Dashboards
Answer
Optimization
Level 2
• Omnichannel
aggregation
• External Data
Analysis
• Segmentation
• Segment testing
• Behavioral
Targeting
Dialogue
Optimization
Level 3
• Profiling &
Personalization
• Cost-shifting
analysis
• Lifetime value
• Big Data Targeting
• Process analytics
Customer
Value
Optimization
Level 4
• Real Time Decision
Targeting
• Activity Bases
Costing
• Strategic planning
• Omnichannel
integration
• Predictive Analytics
• Balanced
Scorecards
Business
Optimization
Level 5
DAMM by Stéphane Hamel
Maturity Levels
@guido
0"
1"
2"
3"
4"
5"
Management"
Objec3ves"
Scope"
Exper3se"
Process"
Tools"
0"
1"
2"
3"
4"
5"
Management"
Objec3ves"
Scope"
Exper3se"
Process"
Tools"
0"
1"
2"
3"
4"
5"
Management"
Objec3ves"
Scope"
Exper3se"
Process"
Tools"
0"
1"
2"
3"
4"
5"
Management"
Objec3ves"
Scope"
Exper3se"
Process"
Tools"
0"
1"
2"
3"
4"
5"
Management"
Objec3ves"
Scope"
Exper3se"
Process"
Tools"
Current
Level 2
Level 3
Level 4
Management
Scope
Objectives
Expertise
Process
Tools
Maturity Levels
@guido
Remember the Maturity levels!
@guido
Self assessment:
DigitalAnalyticsMaturity.org
bit.ly/-D-A-M
@guido
Platform People Process
Necessary Components

for CRO
@guido
Optimize / Analytics + GTM
bit.ly/compare-ab
@guido
Choosing the ideal solution
bit.ly/team-data, page 13
@guido
Adding a new software tool
≠
CRO silver bullet
@guido
PlatformPeople
Necessary Components

for CRO
@guido
Team(s) & Roles
@guido
Teams
Level 1 Level 2 Level 3 Level 4 Level 5
Single person
one person
leading
optimization
efforts across
teams/
departments
Single team
focussed on
online
optimization
Integration
with teams from
all channels/
departments
Multiple agile
CRO teams,
specialized
umbrella teams
@guido
It’s a continuum
@guido
Team Experts
@guido
Level 1: The Lone Nut
No CRO job title
Really
enthusiastic
about the
possibilities
@guido
Level 2
CRO Master/ Growth
Hacker
UI/UX designer Frontend Developer
@guido
Level 2: CRO Master/ Growth Hacker
Source: Growth Tribe Academy
Statistics Programming
Product Design & UX
Principles
Analytics Behavioural Psychology
Brand Positioning /
Storytelling
Conversion Rate
Optimisation
A/B Testing
Photoshop &
Wireframing
Funnel Marketing Copywriting Database Querying
Virality PR
PR
Stunts
SEO SEM
Online
Ads
Tools
Marketi
ng
Biz Dev
Email
Marketi
ng
Content
Marketi
ng
Direct
Sales
Affiliate
Progra
mms
Trade
Events
Events
Confere
nces
Platfor
ms
Re-
targetti
ng
Artificial
Virality
Width of Knowledge
Depth of Knowledge
@guido
Level 2: UX/UI Designer
Designing an
engaging online
experience
@guido
Level 2: Frontend Developer
HTML, CSS &
Javascript expert
@guido
Level 3
Traffiker UX Researcher Content specialist Tester
@guido
Data SpecialistData Analyst Behavioural Analyst
Level 4
@guido
Level 4: Data Analyst
Pre-test analysis
Post-test
analysis
Combines
behavioral and
business data
@guido
Combining
datasources into
a comprehensive
350° view of your
customers and
their actions.
Level 4: Data specialist
@guido
Level 4: Behavioural analyst
Psychologist,
expert on human
behavior
@guido
Level 5
Multiple teams Team managers Statistician
Data Visualization
Specialist
@guido
DAMM - adding expertise
Level 1 Level 2 Level 3 Level 4 Level 5
The Lone Nut
CRO Master/
Growth Hacker
UX/UI Designer
Frontend
Developer
UX Researcher
Content
specialist
Tester
Data Analyst
Data Specialist
Behavioural
analyst
CRO Team
Managers
Statistician
Data
Visualization
Specialist
@guido
Roles can be combined
(especially in the beginning)
@guido
Team
Marketing
Customer support
(Backend) Development
Traffic (SEO/SEA)
Business Sponsor (shit umbrella)
Supporting Departments
@guido
Sidenote: international teams
@guido
PeopleProcess
Necessary Components

for CRO
@guido
Website Optimization Workflow (WOW)
Input Prioritization Testing
Reporting &
Deployment
bit.ly/wowmodel
@guido
Business Intelligence
General Research
Corporate Needs
User Research
Product Roadmap
Product Changes
Brainstorm
Test results
(internal/external)
Input Prioritization Testing
Reporting &
Deployment
Idea list
@guido
Potential (local)
Heuristics
Voice of Customer
ExperienceP
I
Importance (site wide)
Business
Traffic
E
Ease
Development
Cost
Input Prioritization Testing
Reporting &
Deployment
@guido
Idea A Idea B Idea C
Potential .50 .20 .80
Importance .20 1 .50
Ease .40 .80 .20
PIE Score
x 100
4 16 8
Input Prioritization Testing
Reporting &
Deployment
@guido
Input Prioritization Testing
Reporting &
Deployment
gui.do/samplesizes
Do you have enough traffic?
@guido
Hypothesis
Set test parameters
& variants
Create
Deploy
Analysis
Repeat
Inform Stakeholders
Input Prioritization Testing
Reporting &
Deployment
@guido
Reporting Deployment
• # Participants/ variant
• Test duration
• Significance level (p-value)
• Confidence interval
• Effect size
• Power
• # test repetitions
Calculate ROI
Worth it?
Yes > Forward to devteam
No > Optimize/Retry/Discard
Input Prioritization Testing
Reporting &
Deployment
@guido
Website Optimization Workflow (WOW)
Input
Prioritization
Testing
Reporting &
Deployment
bit.ly/wowmodel
@guido
Periodic team meetings
Meeting
1 2 3 4 5 6 7
Test A Research
Design/
Develop
QA/Approval Live Analysis
Share/
document
Test B Research
Design/
Develop
QA/Approval Live Analysis
Test C Research
Design/
Develop
QA/Approval Live
Test D Research
Design/
Develop
QA/Approval Live
Test E Research
Design/
Develop
QA/
Approval
Test F Research
Design/
Develop
Test G Research
@guido
@guido
Platform People Process
Necessary Components

for CRO
@guido
Building an
optimization culture
@guido
Mindset
• Academic
• Curious
• Creative
• Always Be Testing
• Eye for the complete picture
• no Ego
• Data-driven/informed
• Lean Startup(-ish)
@guido
Educate, Educate, Educate
• What is optimisation?
• What is a test?
• Testing vs Analysis
• What are the (traffic) limits?
(Sample size!)
@guido
Have a structure / process
• Know you math
• Evangelize the process
• Include everyone
@guido
Document & Share!
• Have a ‘single system of truth’
• Discuss it with all teams
@guido
People & Processes are
Crucial
to your Continued Success
@guido
Sasquatch Music Festival 2009
Are you The Lone Nut?
@guido
Thanks For Listening!
Guido Jansen
gui.do
@guido | x@gui.do
gui.do/team-growth

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