In today’s ever changing digital world, new technologies and critical consumer demands ask the most from any organisation. Personalisation, 1 on 1 combinations at scale are examples that require a different way of thinking and working. What can you learn from companies that have a culture of a/b testing, have a customer first mindset and have data informed design strategy to help you make the right decisions?

1. savage@totalsavagetech.com
http://savagemarketingtech.com

2. Confidential & Proprietary
Source: http://angloafrican.com/facebook-artificial-intelligence-wants-to-get-close-to-you/
CRO:
Making the right decisions within a
continuously changing digital world

4. How do you know
you are making the
rights decisions?

5. A 150 million pound website redesign that lead to a
8,1% decrease in online sales
Source: http://www.digital-tonic.co.uk/digital-tonic-blog/went-wrong-marks-spencer-website-redesign-made-lose-sales/

6. Digg redesign - 26% loss of traffic
Source: http://readwrite.com/2010/09/23/digg_redesign_tanks_traffic_down_26/

7. 1930s
Radio
1990s
Internet
1950s
TV
2010s
Mobile
Change…...
1600s
Printing press
1820s
Photography

8. History
(Personal story)

12. © 2015 EXACT - ONLINE BUITENKANSEN VOLGENS GOOGLE12

13. And adoption speed increases

14. Source: http://www.nydailynews.com/life-style/smartphones-world-article-1.1295927

15. per day
At bus stop, listen
to new music playlist
8:30am
Buy new tote to
take to Coachella
11:15am
Browse festival
styles on YouTube
7:15pm
On bus, check email
for sales this weekend
5:29pm
At lunch, play Scrabble
while waiting in line
1:33pm
Use flashlight app to
find dropped earring
11:09pm
Use maps to get
directions to
Creole food truck
1:13pm
At work, book
Coachella tickets
11:36am
Wake up and
read news online
6:50am
On the bus, read articles
about Coachella
8:42am
150x
Source: http://www.criteo.com/news/press-releases/2016/05/mobile-commerce-at-the-tipping-point-almost-half-of-all-uk-ecommerce-transactions-now-take-place-on-mobile/

16. Almost half of UK eCommerce transactions (48.9%) now
take place on mobile devices, up 6 percent year-on-year.
Source: http://www.criteo.com/news/press-releases/2016/05/mobile-commerce-at-the-tipping-point-almost-half-of-all-uk-ecommerce-transactions-now-take-place-on-mobile/

17. Confidential and Proprietary
50% 60%

18. Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
In 2016 we expect to see industries
where more than 50% of traffic is

19. Are you prepared for the
mobile tipping point?

20. The cost of new technologies is declining fast

22. Change is the new constant

24. Confidential & Proprietary
Large firms struggle to keep up with digital
innovation according to a recent study by KPMG and Harvey Nash
Source: http://www.consultancy.uk/news/2171/large-firms-struggle-to-keep-up-with-digital-innovation

25. 2 out of 3 digital transformation
projects fail
According to a new study from Genpact
Source: http://www.consultancy.uk/news/2656/two-thirds-of-digital-transformation-projects-fail

26. “Only 5% of organizations feel that digital gives
them a point of differentiation over their
competitors,”
according to an Accenture study published in October 2015.

27. Large IT projects run 45 percent over budget and 7
percent over time, while delivering 56 percent less
value than predicted.

28. 17 percent of IT projects go so
bad that they can threaten the
very existence of the company

29. Making the right
digital decisions is
difficult

30. 1955 vs. 2014;
88% are gone
Only 68 survived…..
Source: http://www.aei.org/publication/fortune-500-firms-in-1955-vs-2014-89-are-gone-and-were-all-better-off-because-of-that-dynamic-creative-destruction/

31. Life expectancy of a
company in the S&P 500

32. Life expectancy of a
company in the S&P 500

33. Life expectancy of a
company in the S&P 500

34. Public Internet Company Capitalizations (1995 - 2015)
Source: http://www.slideshare.net/kleinerperkins/internet-trends-v1/6-6Public_Internet_Company_Market_Capitalizations

35. Making the wrong
decisions can have a
big impact

36. New possibilities in marketing

37. Messages tailored to specific persons

38. A dialogue is now possible instead of one way
communication

39. Right message
Right Time
Right Person
Right location
Right context

40. 1 on 1 combinations at scale

41. Right time
Right
message
Know your dataAlways onKnow your
customer
Right
Person

42. But how do you know if you are making the right
decision?

43. Test your marketing
to make the right
decisions

44. ● Big redesigns are not the way to go
● New technologies are being adopted faster
● The mobile tipping point is coming
● Innovations is happening faster and faster
and large corporations are finding it
difficult to adapt
● The impact of making the wrong decisions
is getting bigger
● Test your marketing message at scale

45. In a world of
continuous
change
companies need to
improve
continuously…..

46. Evolution not revolution

47. Confidential & Proprietary
‘It is not the strongest of the
species who survive, nor the most
intelligent but the ones most
responsive to change’
Charles Darwin

48. From Revolution to Evolution

49. A 150 million pound website redesign that lead to a
8,1% decrease in online sales
Source: http://www.digital-tonic.co.uk/digital-tonic-blog/went-wrong-marks-spencer-website-redesign-made-lose-sales/

50. How do you know
you are making the
rights decisions?

51. Evolve through a framework of continuous a/b
testing of incremental changes
Think big
and make
incremental
changes
A/B test &
measure
true impact
Look at
your
customer's
behaviour
Look at
your data

52. Look at
your
customer's
behaviour

53. Focus on the User
“There is no substitute for personally
watching and listening to real people”
- Larry Page
Look at
your
customer's
behaviour

54. Look at
your
customer's
behaviour

55. Look at
your
customer's
behaviour

56. Look at
your
customer's
behaviour

57. Look at
your
customer's
behaviour

59. Insights: The 25-34 years old mobile users are more likely to not add products to the cart. However,
on desktop, they’re the more likely to do so. Are we dealing with cross devices users?
Look at
your data

60. Think big
and make
incremental
changes

61. Test and iterate / pilot
Think big
and make
incremental
changes

62. Evolutionary design
Think big
and make
incremental
changes

63. A B
A/B test &
measure
true
impact

64. A/B test &
measure
true
impact

65. Kohl’s hypothesis:
The retailer set out to test the hypothesis
that opening stores an hour later would
not lead to a significant drop in sales
A/B test &
measure
true
impact

66. So how do you
know you are
making decisions
that create an
impact?

67. Evolve through a framework of continuous a/b
testing of incremental changes
Think big
and make
incremental
changes
A/B test &
measure
true impact
Look at
your
customer's
behaviour
Look at
your data

68. 30% of A/B tests is successful.
This also means that if you do
not a/b test, there is a 70%
chance that if you implement
a change on your website it
will have no or a negative
impact on your revenue.

69. 70%

70. Appendix

71. But……..

72. Google confidential | Do not distribute
“If you’re Picasso don’t A/B test,
but for the rest of us it’s humbling
to evaluate our ideas….”
— By Colin McFarland, skyscanner

73. Yes, but we’re already agile and using scrum

74. Yes, but you cannot jump a 6 meter chasm in 2 10
foot jumps

75. Yes, but we can start in 2017 at the earliest

76. savage@totalsavagetech.com
http://savagemarketingtech.com