Using A/B-testing to grow your company / visitor knowledge

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Story by Ton Wesselin at #AB40 London on May 28th 2014. Keynote on how to use A/B-testing to grow your company.

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Using A/B-testing to grow your company / visitor knowledge

  1. 1. ONLINE DIALOGU 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 # o n l i n e o p t i m i s e r s # A B 4 0 L o n d o n 2 0 1 4 / 0 5 / 2 8 G ROWTH
  2. 2. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Thank you #AB40
  3. 3. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize A/B-testing FUN
  4. 4. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize A/B-testing
  5. 5. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize
  6. 6. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize We optimize
  7. 7. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize In business
  8. 8. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize We’re sooooo slow
  9. 9. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Optimisation needs more impact
  10. 10. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Start-up world
  11. 11. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Investing in Start-ups
  12. 12. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Grow fast
  13. 13. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Or…
  14. 14. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Get out of the office
  15. 15. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Getting to know your customer
  16. 16. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Being trained
  17. 17. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Learning from every conversation
  18. 18. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize The web
  19. 19. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Digging through log files
  20. 20. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Trying to improve
  21. 21. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize I learned about him
  22. 22. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Quality circle
  23. 23. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize So I started with: 0 / 1 Testing
  24. 24. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Then I learned about this story…
  25. 25. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Bill Murray
  26. 26. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Trying to get the girl
  27. 27. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Constant testing environment A / B Testing
  28. 28. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize They can’t learn like that!
  29. 29. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Better Dialogue Optimization Winner!! Variation B! Variation A! Default!
  30. 30. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize I started with this stuff
  31. 31. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize On with the “Dramatic changes”
  32. 32. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize How does Bill finally win Andie?
  33. 33. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Why is your visitor here?
  34. 34. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize How can you help your visitor to fullfil his needs?
  35. 35. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize It’s not about conversion optimization It’s about learning how to serve your visitors!
  36. 36. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Ever been to Vegas?
  37. 37. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Automate the non learning stuff!
  38. 38. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Testing costs time Use it to LEARN
  39. 39. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize FA C T & A C T & Tell Combine Analyze Test Create Analyze Find
  40. 40. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Data Driven Data Driven Data Driven Data Driven Data Driven Data Driven Data Driven Data Driven Data Driven Data Driv Data Driven Data Drive Data Driven @ To n W
  41. 41. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Persuasion Psychologist Persuasion Psychologist Persuasion Psychologist Persuasion Psychologist Persuasion Psychologist on Psychologist Persuasion Psion Psychologist Persuasion Psych sion Psychologist @ B a r t S
  42. 42. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize CRO magic Data Driven Persuasion Psychology +
  43. 43. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Wheel-of-persuasion.com
  44. 44. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Autonomy +25% sales
  45. 45. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize But.. same test Significant more submits, but.. Less registrations
  46. 46. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Layering +14% sales
  47. 47. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Statistics please…
  48. 48. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Obey the rules 1.  Get a good test population 2.  You will find winning losers 3.  You will have losing winners You need to re-test
  49. 49. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Use psychology insights
  50. 50. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize So you will learn
  51. 51. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize And have the happy end
  52. 52. ONLINE DIALOGU 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 # o n l i n e o p t i m i s e r s # A B 4 0 L o n d o n 2 0 1 4 / 0 5 / 2 8 G ROWTH

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