Ton Wesseling / @tonw Keynote - My Daily Job as a growth hacker / conversion rate optmizers

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
To n W e s s e l i n g – G r o w t h H a c k e r
# e l i t e c a m p E s t o n i a 2 0 1 4 / 0 6 / 1 4
My D aily Job

Growth magic
Data Driven
Persuasion Psychology
+

Email: ton@onlinedialogue.com
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Twitter: @TonW #elitecamp
3 things
ü Learn to code
ü Rethink your optimization strategy
ü Make sure everyone knows the drill

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Digital Elite Camp

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Friends

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It’s a social thing

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It’s a social thing
5PA1N

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Amazing

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Home

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About me

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As a kid

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Your lucky number
3

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But also
4

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So why not
34

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34 years ago

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Sailing

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Sailing
a very close operating team
or
just you

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Winning
some big decisions
and
tweaking the details

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That’s our business
#CRO
#elitecamp @TonW

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Thanks to this man

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Quality circle

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Deming said

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Focus on quality
“When you focus just on costs they will rise”

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Testing before rebuilding

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Back to reality

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Van der Valk

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Van der Valk
ü Unique website for each hotel
ü 1 centralized team
ü Paid by % of their turnover

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Online Dialogue
ü Analytics & optimization partner

They also have:
Development partner
Advertising partner

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My 3 focus points
ü Optimize new bookingsengine
ü Testing software costs too high
ü Let them choose for Valk

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Step 1: data & control
ü New Google Analytics main account
ü Google Tag Manager

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Google tag manager & testing tools
VWO
GTM

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Data diving
ü Small % will visit the (rooms) bookingsengine
ü They navigate through the room pages

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My 3 focus points
ü Optimize new bookingsengine
ü Learn to understand behaviour

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G+ as virtual team communication

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Online Dialogue Yammer

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Bookingsengine optimization

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But ﬁrst: statistics - history
ü 4 out of 10 tests were successful
ü With a 90% signiﬁcance level
ü Purchase cycle = 3 days
ü Thousands room bookings per week

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Power & Signiﬁcance
ü 10 wrong winners every 100 tests
ü Only +-65% of these winners were uncovered
ü 40 winners = 30 real winners, so
ü 45 winning ideas, 55 losing ideas
ü Lucky: 75% of the winners is real

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Cookie deletion & cross device
ü 90% signiﬁcance is ok
ü We can stay at this low power level
ü 2 weeks max test-time in this case (to
reduce sample pollution)
ü Only test 1 type of device at the same time

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Ever been to Vegas?

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Automate the non learning stuff!

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Testing costs time
Use it to LEARN

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Learn
ü If a new functionality should be build
ü What message really impacts behavior
ü What we should feed the bandit
Always Re-test before you decide on these 2:

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Pretty high “click back” numbers

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No room available

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Just measure it

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No room available
§  15% sees a no room available page
§  Conversion rate of them is 50% lower
§  Low number of conversions per week
§  2 weeks testing – low power warning
§  Pontentially high impact

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Variation

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Test protocol
ü Put the control live a week before test
ü Always use a “copy control” as control
ü After the test period – new trafﬁc to
control – for again 1 week

(should be: 1 purchase cycle minimum)

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Like this

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Results
ü No signiﬁcant uplift
ü Only 30% clicks
ü 55% mouse overs
ü The others bounce very fast from the page
ü Without them: signiﬁcant uplift!

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Actions
ü Too little value for a re-test / new test
ü Functionality: show other rooms
ü Test with the dates on the widget

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Booking.com - scarcity

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First – let’s measure

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Scarcity data
§  30% sees rooms with scarcity
§  Conversion rate of them is the same
§  A lot of conversions per week
§  2 weeks testing – pretty OK power

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The code

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The results
Signiﬁcant uplift

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YES!
Re-test

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Re-test +

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It’s so easy to code

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The results
ü Yes, significant result again
ü The other 2 messages are also significant
ü But : the combination is even significant
better than the scarcity version itself!

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Actions
ü Build scarcity in the CMS system
ü Re-test the combination of messaging
ü Keep an eye on customer life time value
development from new guests through scarcity

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Bonus Test story

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Results
Signiﬁcant worse

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Follow up test

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Suddenly

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My 3 focus points
ü Test, learn and build proces
ü Learn to understand behaviour

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A/B-testguide
ü Team communication
ü Use the right aproach
ü Store your knowledge

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So – the 3 things you should remember
ü Learn to code
ü Rethink your optimization strategy
ü Make sure everyone knows the drill

onlinedialogue.com
Test waiting

Ton Wesseling / @tonw Keynote - My Daily Job as a growth hacker / conversion rate optmizers

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