Keynote by Ton Wesseling, CEO of Testing.Agency - How to apply analytics within A/B-testing to maximize your growth. Conversion Conference London, October 30, 2014 and Berlin November 3, 2014.
WIth the 7 step growth optimization model FACT & ACT Ton explains how you should use analytics to maximize your growth speed.
Keynote Ton Wesseling - How to apply analytics within A/B-testing to maximize your growth
1. MAXIMIZE YOUR GROWTH
H o w t o a p p l y a n a l y t i c s w i t h i n A / B - t e s t i n g t o m a x i m i z e y o u r g r o w t h
C o n v e r s i o n C o n f e r e n c e L o n d o n , O c t o b e r 3 0 t h 2 0 1 4
To n Wes s e l i n g – C E O – Te s t i n g . A g e n c y
2. Ton Wesseling | @ TonW
Growth Hacker
Ton Wesseling | @ TonW
Maximize your growth #convcon
Knowledge Lover
Optimization Lunatic
3. Ton Wesseling - @tonw
Ton Wesseling | @ TonW
Maximize your growth #convcon
ü More testing
ü Quality Assurance
ü Lower pricing
4. Online Experiments – A/B-testing
Default"
Variation
B"
Variation
Winner!"
A"
Ton Wesseling | @ TonW
Maximize your growth #convcon
6. Digging through log files
Ton Wesseling | @ TonW
Maximize your growth #convcon
7. Trying to improve
Ton Wesseling | @ TonW
Maximize your growth #convcon
8. Over and over again
Ton Wesseling | @ TonW
Maximize your growth #convcon
9. That is:
0 / 1 Testing
Ton Wesseling | @ TonW
Maximize your growth #convcon
10. But it should be like:
Ton Wesseling | @ TonW
Maximize your growth #convcon
11. Scientific approach
A / B Testing
Live Online Research
Ton Wesseling | @ TonW
Maximize your growth #convcon
12. Experiments
“If you double the number of
experiments you do per year
you’re going to double your
Ton Wesseling | @ TonW
Maximize your growth #convcon
inventiveness”
Jeff Bezos, CEO Amazon – 2004!
13. Over and over again
Ton Wesseling | @ TonW
Maximize your growth #convcon
14. Growth like Amazon
Ton Wesseling | @ TonW
Maximize your growth #convcon
German Ecommerce market, thank you André Morys
62. We can also use Google Tag Manager
Ton Wesseling | @ TonW
Maximize your growth #convcon
63. FACT & ACT
Find Analyze
Create
Test
&
Analyze
Conclude
Tell
Ton Wesseling | @ TonW
Maximize your growth #convcon
64. Another error warning:
ü You just go and dig unitil you find something
(you will always find something that seems true BUT is not!)
Ton Wesseling | @ TonW
Maximize your growth #convcon
65. Analyze your fixed test length:
ü Custom reports
ü Google Analytics API
ü Excel plugins
ü With up front stated segments, conversion points and significance level
Ton Wesseling | @ TonW
Maximize your growth #convcon
66. Not significant
ü It’s not a winner, stop
ü But, it’s does not mean it’s a loser!
ü Average: 30% of your tests will have winners
Ton Wesseling | @ TonW
Maximize your growth #convcon
67. FACT & ACT
Find Analyze
Create
Test
&
Analyze Combine
Tell
Conclude Ton Wesseling | @ TonW
Maximize your growth #convcon
68. Conclude
ü Do nothing?
or
ü Re-test?
or
ü Implement?
or
ü Scale?
and
ü Continue or change test roadmap
Ton Wesseling | @ TonW
Maximize your growth #convcon
70. Tell!
It’s about learning
how to serve your visitors!
Ton Wesseling | @ TonW
Maximize your growth #convcon
71. Experiments
“If you double the number of
experiments you do per year
you’re going to double your
Ton Wesseling | @ TonW
Maximize your growth #convcon
inventiveness”
Jeff Bezos, CEO Amazon – 2004!
72. DIA
Data Insights Action
Ton Wesseling | @ TonW
Maximize your growth #convcon
73. Without action, no growth
Ton Wesseling | @ TonW
Maximize your growth #convcon
74. Be like Bill, and win!
Ton Wesseling | @ TonW
Maximize your growth #convcon
75. Happy testing!
Ton Wesseling | @ TonW
Maximize your growth #convcon
German Ecommerce market, thank you André Morys