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Winning at optimization - Ton Wesseling

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Keynote of Ton Wesseling at "A night of persuasion & optimization" by the http://www.onlineoptimizers.eu meetup group (http://www.meetup.com/onlineoptimizers). Location: Optimizely HQ - part of Amsterdam e-Week.

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Winning at optimization - Ton Wesseling

  1. 1. ONLINE DIALOGUE Guiding you to digital maturity Winning at Optimization #optimize #eweek Amsterdam 2013/10/09
  2. 2. Koning W illemshuis onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  3. 3. onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  4. 4. Nature evolves, humans adapt onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  5. 5. We optimize onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  6. 6. In business onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  7. 7. We’re sooooo slow onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  8. 8. I’m a growth hacker onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  9. 9. Optimize with more impact onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  10. 10. Start-up world onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  11. 11. Investing in Start-ups onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  12. 12. Grow fast onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  13. 13. Or… onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  14. 14. The lean start-up onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  15. 15. Optimize or die onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  16. 16. My first websites onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  17. 17. Digging through log files onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  18. 18. Trying to improve onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  19. 19. I lear ned about him onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  20. 20. Quality circle onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  21. 21. So I started with: 0 / 1 Testing onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  22. 22. Then I lear ned about this story… onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  23. 23. Bill Murray onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  24. 24. Trying to get the girl onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  25. 25. Constant testing environment A / B Testing onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  26. 26. Better Dialogue Optimization Variation A! Default! Variation B! Winner!! onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  27. 27. I started with this stuff onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  28. 28. On with the “Dramatic changes” onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  29. 29. How does Bill finally win Andie? onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  30. 30. Why is your visitor here? onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  31. 31. How can you help your visitor to fullfil his needs ? onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  32. 32. It’s not about conversion optimization It’s about lear ning how to serve your visitors! onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  33. 33. Ever been to Vegas? onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  34. 34. Automate the non lear ning stuff! onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  35. 35. Testing costs time Use it to LEARN onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  36. 36. FA C T & A C T Find Analyze Create Test Combine Tell & Analyze onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  37. 37. Data Driven Data Driven Data Data Driven Data Driven Data Driven ata Driven Data Driven Data Driven Data Driven onlinedialogue.com Data Dr Data Driven @ To n W Email: ton@onlinedialogue.com Data D Twitter: @TonW #optimize
  38. 38. Psychologist Persuasion Psycholo rsuasion Psychologist Persuasion Psychologist Psychologist Persuasio Persuasion Psychologist Persuasion Psychologist Psychologist Persuasion Ps @BartS onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  39. 39. CRO magic Data Driven onlinedialogue.com + Persuasion Psychology Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  40. 40. Wheel-of-persuasion.com onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  41. 41. Autonomy +25% sales onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  42. 42. But.. same test Significant more submits, but.. Less registrations onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  43. 43. Layering +14% sales onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  44. 44. Statistics please… onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  45. 45. Obey the rules 1.  Hypothesize 2.  Fixed time 3.  Significancy 4.  Clean data 5.  Segmentation onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  46. 46. Use psychology insights onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  47. 47. So you will lear n onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  48. 48. And will be able to improve onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  49. 49. And have the happy end onlinedialogue.com Email: ton@onlinedialogue.com Twitter: @TonW #optimize
  50. 50. ONLINE DIALOGUE Guiding you to digital maturity Winning at Optimization #optimize #eweek Amsterdam 2013/10/09

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