InOrbit17 Slovenia - digital marketing conference - keynote Ton Wesseling - Online Dialogue
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This are the slides from the InOrbit17 in Slovenia keynote by Ton Wesseling, founder of Online Dialogue on March 9, 2017. Ton talks about "ARE YOUR Continuous Optimization Efforts ACCELERATING The Growth of your Company? Ton notices a gap between structured optimization and creative innovation within companies and show how online experiments could bridge this gap. It's all a matter of the fast fish eating the slow fish - so how many experiments are you running per year?
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InOrbit17 Slovenia - digital marketing conference - keynote Ton Wesseling - Online Dialogue
- 1. SUBTITLE BELOW ARE YOUR Continuous Optimization Efforts ACCELERATING The Growth of your Company?
- 19. Ton.Wesseling@onlinedialogue.com Business cases of our clients Investment Revenue after implementation in 6 months Company X €82.000 €1.200.000 Company X €89.000 €1.800.000 Company X €150.000 €5.500.000 Company X €166.000 €5.800.000 Company X €230.000 €16.500.000
- 25. Ton.Wesseling@onlinedialogue.com “If you double the number of experiments you do per year you’re going to double your inventiveness” Jeff Bezos, CEO Amazon
- 28. Ton.Wesseling@onlinedialogue.com How many online experiments are you running per year?
- 29. Ton.Wesseling@onlinedialogue.com “Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day…” Jeff Bezos, CEO Amazon
- 35. Ton.Wesseling@onlinedialogue.com Methods used to improve conversion
- 39. Ton.Wesseling@onlinedialogue.com Never satisfied with conversion rates
- 40. Ton.Wesseling@onlinedialogue.com Start testing or test more
- 41. Ton.Wesseling@onlinedialogue.com NO Growth problems will disappear…
- 42. Ton.Wesseling@onlinedialogue.com A/B-testing is not a solution It’s a methodology
- 43. Ton.Wesseling@onlinedialogue.com It’s part of a: Continuous Optimization Program
- 45. Ton.Wesseling@onlinedialogue.com This is how Deming used it
- 56. Ton.Wesseling@onlinedialogue.com Did you already decide which hotel you want to stay in? Are you currently comparing the price of the rooms in this hotel at other websites?
- 58. Ton.Wesseling@onlinedialogue.com Book with your Valk account and get a €5 bonus Easily control your booking with your Valk account
- 68. Ton.Wesseling@onlinedialogue.com User segments and customer journeys Science Competitors Verified (2nd party) Webanalytics Heatmaps Surveys Feedback tools Group discussions View Voice Previous tests Verified (1st party) Strategy KPI’s Value F FIND1) What is going on?
- 69. Ton.Wesseling@onlinedialogue.com get more insights from science
- 70. Ton.Wesseling@onlinedialogue.com Determinant study F FIND1) What will be the starting strategy?
- 71. Ton.Wesseling@onlinedialogue.com 2) What to test where: Behavioral Intelligence GridA ANALYZE
- 73. Ton.Wesseling@onlinedialogue.com “If _____[we do this] _____, among _____ [this user segment] _____, then _____[this will happen]_____, because of _____[this reason]_____ ” A ANALYZE2) Hypothesize
- 74. Ton.Wesseling@onlinedialogue.com By challenging your hypothesis! 5V A ANALYZE2) Prioritize your hypothesis
- 75. Ton.Wesseling@onlinedialogue.com A ANALYZE2) Calculate your testing bandwidth
- 76. Ton.Wesseling@onlinedialogue.com Based on potential impact and power A ANALYZE2) Experiments roadmap
- 77. Ton.Wesseling@onlinedialogue.com Utilize your experiment capacity!
- 80. Ton.Wesseling@onlinedialogue.com C COMBINE6) Track experiments & store your insights
- 81. Ton.Wesseling@onlinedialogue.com With your new first party data knowledge! 5V 6) Re-prioritize your hypothesisC COMBINE
- 82. Ton.Wesseling@onlinedialogue.com Experiments with significant insights months
- 86. Ton.Wesseling@onlinedialogue.com T TELL7) Transform by telling stories
- 99. Ton.Wesseling@onlinedialogue.com This is how Continuous Optimization Efforts are ACCELERATING the Growth of a Company
- 100. Ton.Wesseling@onlinedialogue.com How many online experiments are you running per year?
- 101. SUBTITLE BELOW Slides PDF & links to mentioned tools: http://ondi.me/inorbit2017 Twitter: @tonw Linkedin: tonweseling Email: ton@onlinedialogue.com
- 102. SUBTITLE BELOW Slides PDF & links to mentioned tools: http://ondi.me/inorbit2017 Twitter: @tonw Linkedin: tonweseling Email: ton@onlinedialogue.com
- 103. SUBTITLE BELOW Slides PDF & links to mentioned tools: http://ondi.me/inorbit2017 Twitter: @tonw Linkedin: tonweseling Email: ton@onlinedialogue.com
Hinweis der Redaktion
- Abtestguide calculators Smart Notifications Wheel of Persuasion course Effective Experiments
- AN Well, we mainly focus on getting data insights (and that may be derived from webanalytics data, surveys, heat and scrollmaps, usability tests etcetera. Basically any data we can get our hands on) and combine those with consumer psychology and scientific research. This combination of data and psychology is then used to come up with several hypothesis to test in order to increase conversion.
- AN Well, we mainly focus on getting data insights (and that may be derived from webanalytics data, surveys, heat and scrollmaps, usability tests etcetera. Basically any data we can get our hands on) and combine those with consumer psychology and scientific research. This combination of data and psychology is then used to come up with several hypothesis to test in order to increase conversion.
- Universities: ethical commissions (Stanford Prison, Milgram experiment), ethical codes
- OD 003 – Vertellen over de impact van het wel en niet tonen van levertijd (meer doorkliks, maar drop off op de volgende stap)
- OD 003 – Vertellen over de impact van het wel en niet tonen van levertijd (meer doorkliks, maar drop off op de volgende stap)
- OD 003 – Vertellen over de impact van het wel en niet tonen van levertijd (meer doorkliks, maar drop off op de volgende stap)
- Vertel
- Vertel
- Vertel
- OD 003 – Vertellen over de impact van het wel en niet tonen van levertijd (meer doorkliks, maar drop off op de volgende stap)
- Vertel
- Vertel
- Vertel
- OD 003 – Vertellen over de impact van het wel en niet tonen van levertijd (meer doorkliks, maar drop off op de volgende stap)
- Abtestguide calculators Smart Notifications Wheel of Persuasion course Effective Experiments
- Abtestguide calculators Smart Notifications Wheel of Persuasion course Effective Experiments
- Abtestguide calculators Smart Notifications Wheel of Persuasion course Effective Experiments