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A formula for an experiment driven culture

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Ruben de Boer, Head of CRO & UX at Sanoma looks at the formula for an experiment driven culture

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A formula for an experiment driven culture

  1. 1. A formula foran experiment driven culture
  2. 2. Ruben de Boer Manager Conversie Optimalisatie & UX ruben.deboer@sanoma.com www.linkedin.com/in/rgdeboer/
  3. 3. Sanoma Group Bereik 3 80%
  4. 4. 4 An experiment driven culture starts with the first proof of success
  5. 5. 5
  6. 6. 6 Achieving that first success is not that easy
  7. 7. 7 1. Most companies (68.2%) do not execute more than four tests per month
  8. 8. 8 2. …
  9. 9. Success = chance *frequency
  10. 10. A B
  11. 11. A B more articles read
  12. 12. Success Qualitative research Quantitative research Design Coding QA Analyse of experiments Meetings… etc. Number of experiments = chance *frequency
  13. 13. 13 3 winners = 30% * 10 experiments per month
  14. 14. 14 4 winners = 20% * 20 experiments per month
  15. 15. Qualitative research Quantitative research Design Coding QA Analyse of experiments Meetings… etc. Number of experiments Success = chance * frequency
  16. 16. Qualitative research Quantitative research Design Coding QA Analyse of experiments Meetings… etc. Number of experiments Success = chance * frequency
  17. 17. 17 Scenario 1 Hours per week 200 Hours per experiment 40 # experiments p/w 5 # experiments p/y 260 % winners 25% # winners 65 Value per winner €100K Revenue uplift €6,5M
  18. 18. 18 Scenario 1 2 Hours per week 200 200 Hours per experiment 40 25 # experiments p/w 5 8 # experiments p/y 260 416 % winners 25% 20% # winners 65 83 Value per winner €100K €100K Revenue uplift €6,5M €8,3M Extra revenue € 1,8M Lower chance, increase frequentie
  19. 19. Success= chance *frequency • Does the design have to be pixel perfect? • Does the experiment need beautiful code? • Do you need hours of data mining? • Do you really need to attend that meeting, or use that time to setup an experiment? • Etc.
  20. 20. Success = (chance * frequency)mindset
  21. 21. 21
  22. 22. Biggest CRO/ Optimization challengein 2018 22
  23. 23. Bottleneck? 23
  24. 24. First success 24 Chance Frequency Google Optimize Free HTML, CSS, Js course €10,- Google Analytics Free Scientific research Free Website of competition Free Information from customer support Free 1,5 month Hotjar €30,- CRO/ optimization course €10 or educational budget Total €50,-
  25. 25. 25 Success = (chance * frequency)mindset
  26. 26. 26
  27. 27. 27 “Niet lullen maar toetsen” TomvandenBerg, DiDo#27
  28. 28. 28
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. Data & Performance Business Intelligence Traffic acquisition Data Science CRO & UX 32
  33. 33. CRO & UX team 33 • Weekly meetings to discuss research findings, hypotheses, tests and learnings • Brainstorm sessions for smaller brands • Rebuild/ redesign checklist • Document progress and learnings
  34. 34. 34
  35. 35. 35 A/B testing Personalization Personalization UX lab A.I. A.I. Innovation New functionalities Qualitative research New businessUX/UI designer
  36. 36. Optimization meeting 36 A/B testingSEOData analistHead of product Chief editor New functionalities Qualitative research
  37. 37. 37
  38. 38. 38
  39. 39. Success = (chance * frequency)mindset
  40. 40. Questions? www.linkedin.com/in/rgdeboer/ ruben.deboer@sanoma.com 40

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