The slides of my conversion rate optimization talk on how we won so many Which Test Won awards - data & psychology - I've showed 25 cases in this presentation - thanks for being there and/or reading the slides now. If you're not able to get the PDF version - hit me on twitter http://twitter.com/tonw , I'll follow back and DM the slides! The wheel register code is "boston" (all small), not "Boston"

1. London
Ton Wesseling
Online Dialogue
Chief Optimization Officer
#TLE2014The Live Event@TonW
Learn
how
to
win
10+
WhichTestWon
A/B-­‐Test
Awards
Now with free content inside:
ü 25 conversion cases!

2. ONLINE D IALOGU 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
3 years in a row
Number 1 agency in the Netherla nds
in our field of practice (analytics & co nversion)

3. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Univé:
top
3
car
insurance
in
the
Netherlands
Start
cases
“Foot in the door”
Get your visitors to
interact asap
+23% sales

4. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Van
der
Valk
Hotels
(large
Dutch
hotel
chain)
Start
cases
“Chunking”
Divide content in diminishingchunks of 3 or 5 pieces ofinformation
+14%
sales

5. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Online
Dialogue:
Conversion
Summit
landingpage
Start
cases
+29%
interactions

6. Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Dr
ata Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data
Data Driven
Data Drive
Data D
Data Driven
Data Driven
@ To n W
Data Driven

7. rsuasion Psychologist
@ B a r t S
Persuasion Psychologist
Persuasion Psychologist
Persuasion Psycholog
Persuasion Psycholo
Persuasion Psychologist
on Psychologist
Psychologist
PersuasioPsychologist
Persuasion Ps
Persuasion Psyc
suasion Psychologist
Psychologist

8. Data Driven
Persuasion Psychology
= CRO Magic
+

9. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Kras.nl
(TUI):
homepage
effect
on
sales
Award
cases
“Ambiguity Aversion”
Make it crystal clear what yourcustomer will get
+20% sales

10. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
fonQ.nl:
Ecommerce
–
site
search
sales
improvement
Award
cases
“Carrot & Stick”
Keep showing customers whatthey’re buying through thewhole process
+49% sales

11. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Freo.nl:
liN
in
loan
applicaOons
Award
cases
“Sequencing”
CRO is a reciprocal dialogue:Take the concepts that areactive in your customers brainas your starting point
+19% applications

12. Why is this working?

13. WWW = World W ide Walhalla"
for
A nalytics & B rain Testing

14. brains …
Because: you are conver ti ng

15. What influences that brain ?
brains …
You are conver ti ng

16. What influences that brain ?
brains …
You are conver ti ng

17. Data D riven Persuasion Psychology
C reating conversion boosting & winning A/B test plans
=

18. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
This
is
the
method
we
use
Fact
&
Act
&
Tell
Combine
Analyze
Test
Create
Analyze
Filter

19. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Let’s
start:
Filter
&
Analyze
Fact
&
Act
&
Tell
Combine
Analyze
Test
Create
Analyze
Filter

20. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Freo.nl:
more
liN
in
loan
applicaOons
Filter
&
Analyze
“The paradox of Choice”
Offer a minimum of 2 and amaximum of 5 choices
+14% applications

21. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
MoneYou.nl:
upliN
in
new
saving
accounts
Filter
&
Analyze
“In Gaze Placement”
Put your most persuasivecontent in your customers’ gaze
+23% accounts

22. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Freo.nl:
survey
to
understand
visitor
needs
Filter
&
Analyze
“Foot between the lips”
Directly get a forced click
Significant more applications
Survey invitation vs. no survey invitation
winner

23. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
And
now:
Create
&
Test
Fact
&
Act
&
Tell
Combine
Analyze
Test
Create
Analyze
Filter

24. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Autonomy:
Van
der
Valk
conversion
liN
Create
&
Test
Autonomy:
“Let
your
customer
think
he’s
free
in
his
choices”
+25% sales

25. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
But..
:
VakanOeveilingen.nl
(aucOon
website)
Create
&
Test
Urgency:
“When
we’re
in
a
hurry,
we
love
to
be
guided”
Significant more
submits, but..
Less registrations

26. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Direct
Priming:
our
newsleYer
headline
test
Create
&
Test
Direct
Priming:
“RepePPon
leads
to
quicker
reacPons”
(Title first article)
(Title last article)
+42% clicks
Outgoing clicks from within the newsletter by
members who opened the newsletter

27. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Choice
Paradox:
MoneYou
Call-­‐to-­‐AcOon
test
Create
&
Test
Choice
Paradox:
“We
love
a
few,
but
not
to
many
opPons”
+16% accounts
+ 2 5 4 % c l i c k s ( o n C TA a r e a )

28. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Response
efficacy:
Kras.nl
travel
booking
form
Create
&
Test
Response
efficacy:
“We’re
more
likely
to
act
when
we
believe
it
will
actually
have
the
desired
effect”
+18%
sales

29. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Ambiguity
aversion:
Freo.nl
applicaOon
form
Create
&
Test
Ambiguity
Aversion:
“We
prefer
opPons
that
are
certain”
+10% applications

30. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Visuel
cue:
Hotel
Schiphol
–scroll
promoOon
Create
&
Test
Visual
Cueing:
“Our
aTenPon
is
very
easily
influenced”
-23% bouncerate
+ significant sales

31. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Framing:
MoneYou
email
&
landingpage
test
Create
&
Test
Equivalence
Framing:
“The
way
things
are
stated
or
portrayed,
highly
influences
our
choices”
Significant more
account opens

32. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Conceptual
Contrast:
job
posOng
offers
Create
&
Test
Ugly
Brother:
“The
way
things
are
stated
or
portrayed,
highly
influences
our
choices”
Almost everyone chooses
the maximum package

33. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Test
done?
Analyze!
Fact
&
Act
&
Tell
Combine
Analyze
Test
Create
Analyze
Filter

34. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Kras.nl:
from
most
sold
to
a
last
minute
list
Analyze
+58% conversions
B u t n o s i g n i fi c a n t t u r n o v e r d i f f e r e n c e

35. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Banking:
what
is
your
interest
rate
posiOon?
Analyze
PosiOon
targeOng:
“We
like
basing
comparisons
on
just
a
few
aTributes”
Winner
when
number 1
Winner
when not
number 1

36. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Product
pages:
CTA
color?
Analyze
Goal-­‐directed
behavior
“We
need
other
persuasion
techniques
when
we’re
‘geXng
things
done’
than
when
we
(want
to)
relax
Monday winner
Saturday winner

37. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Kras.nl:
new
&
returning
visitor
differences
Analyze
Returning
visitor winner
New
visitor winner

38. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Essent
Belgium:
landingpage
test
Analyze
Returning
visitor winner
New
visitor winner

39. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
MoneYou
landing
page
redesign
Analyze
+27% applications
B u t … ( s e e n e x t s l i d e )

40. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Let’s
dive
in
the
MoneYou
A/B-­‐test
data
Analyze
Cum. Conversion % per day" Difference in cum. Conversion %"
Conversion difference
stabelizes"
Conversion difference
stabelizes"
Why is the conversion
percentage so high on
these 2 days?"
Why is the difference
between A and B at first
negative and than positive?"
Hmm, euroclix.nl

41. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Affiliate
partner
delivering
external
moOvaOon
Analyze
Free money if you
file an application

42. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
MoneYou.nl
without
visitor
funding
affiliates
Analyze
Cum. Conversion % per day" Difference in cum. Conversion %"
Very stable
differences"
(with
conversions)"
Much shorter, difference in first
days is caused by returning
visitors (which we filtered out
after this analysis)"
+100% applications!

43. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Combine
&
Tell
Fact
&
Act
&
Tell
Combine
Analyze
Test
Create
Analyze
Filter

44. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Combine
&
Tell
!"#$%&'("#)*+,-(./,"#) !"#$%&'(%)%"#*+'
CRO
becomes
Customer
Intelligence

45. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Telegraaf.nl:
biggest
Dutch
newspaper
first
cookie
concept:
almost
100%
opt-­‐in
Combine
&
Tell
Defaults:
“We
tend
to
like
what
is
chosen
for
us”

46. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Telegraaf.nl:
biggest
Dutch
newspaper
first
cookie
concept:
almost
100%
opt-­‐in
Combine
&
Tell
Reinforcements:
“We
want
to
hear
we’re
doing
good”

47. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Based
on
customer
intelligence:
we
loved
to
be
challenged
Combine
&
Tell
We won J

48. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
We
help
and
/
or
educate
Kras.nl:
They
won!
Combine
&
Tell

49. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
We
teach:
Master
of
online
Persuasion
Combine
&
Tell

50. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Ever
growing
our
customer
knowledge
3
years
of
being
a
partner
ü
MoneYou
groei
over
jaren
heen

51. #TLE2014The Live Event@TonW
©2014,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.
All
rights
reserved.
Just
do
it
Digital Data
Persuasion Psychology
How
to
create
winning
A/B
test
plans?
Fact & Act

52. London
Ton Wesseling
Online Dialogue
ton@onlinedialogue.com
+3130 4100 170
#TLE2014The Live Event@TonW
Contact
info

53. one more thing…
…we’ve located over 200 persuasion techniques…

57. www.Wheelo fPersuasion.com

58. www.Wheelo fPersuasion.com
The Wheel of Persuasion
Temporary Access Code:
“Boston”
(valid until Tuesday / June 3th
)
#TLE2014The Live Event@TonW