Presentation at HowToWeb conference in Bucharest Romania on October 30, 2019

1. Data Driven Decisions meet Psychology
Guido Jansen
CXO Specialist
#HowToWeb
30-10-2019

2. Why psychology is essential
when marketing your product

3. Instead of telling you,
let’s see if you can be
influenced….

4. Why am I standing here?
• Psychologist, 10 years experience working as conversion optimization specialist
• 5 years experience in building distributed optimization teams (client-side)
• Full focus on e-commerce (mostly Magento)
Twitter: @guido
Web: gui.do

6. Practical notes:
Link to all slides + notes + additional info
will be shared at the end

7. 11.000.000 bits/sec

8. 20 watts

10. 40 bits / 0.0004%

11. 99%

12. > 95%

13. To save energy
your brain only looks for things that change
or that are unexpected.
The rest is filled in to create your reality

14. How does your brain fill in the gaps?
Heuristics
Which leads to loads and loads of biases...

15. Heuristics
Information overload
Lack of informationNeed to act fast
What should I remember?

17. _> 500!_
https://en.wikipedia.org/wiki/List_of_cognitive_biases

18. Another weird quirk of the brain….
Randomly pick a number:
1, 2, 3, 4

19. Who picked 3?
Around 60% does!

21. Run controlled experiments
To figure out what works and what doesn’t

25. How to build your own
optimization team

26. Digital Maturity

28. Let’s go through the people &
skills you need at each level

29. Remember:
These are not separate stages,
it’s a continuum

30. Level 1: The lone nut
• NO CRO job title
• Really enthusiastic about the possibilities

31. Level 2
• UX / behavioral data researcher
• UI / UX designer
• Frontend developer

35. Level 3
• Traffic
• Content specialist
• QA tester

36. Level 4
• Data analyst
• Data specialist
• Behavioral analyst

37. Level 5
• Multiple teams > Team manager(s)
• Experienced lead strategist
• Data visualization specialist
• Statistician

40. Supporting departments
Optimization
team
Customer
Support
Sponsor
(shit umbrella)
Finance
Marketin
g
BI /
Big Data
Business
Acquisitio
n
Backend
development

41. Action comes from culture

42. How to to start an
optimization culture

43. Why do you need culture anyway?
● Can't do everything centralized
● Teams are distributed, silo’s don’t let you connect the dots
● Lack of trust/understanding about data/stats/experiments undermines your
authority
● Experimentation doesn't come natural to everyone

44. "Nothing kills experimentation and
innovation more than massive fear that any
non-success will be punished"

45. It’s a lot like community building

52. Agency support
we’re platform agnostic :)

53. OUR SERVICES
Strategy & Consulting
● Analysis, Optimisation, Strategy & Business
Development
UX & Solution Design
● Prototyping, User Interface & Visual Design
Development
● Web, PIM, Modules, Integrations & Apps
Managed Services
● Cloud Hosting, Security & Support

54. YEARS OF
OMNICHANNEL
EXPERIENCE
DIGITAL
COMMERCE
SPECIALISTS
CERTIFIED
DEVELOPERS
SWEDEN DENMARK NORWAY FINLAND
UNITED KINGDOM BENEFRUX
UAE JAPANSOUTH AFRICA
ESTONIAUSA
UKRAINE
10+ 480+ 150+
Gold Partner Platinum Partner
Community
Partner

56. Like podcasts?
English
(e)Commerce in Europe

57. Download slides:
gui.do/howtoweb

58. Data Driven Decisions meet Psychology
Guido Jansen
CXO Specialist
#HowToWeb
30-10-2019