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

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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Transcript

  • 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. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Thank you #AB40
  • 3. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize A/B-testing FUN
  • 4. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize A/B-testing
  • 5. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize
  • 6. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize We optimize
  • 7. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize In business
  • 8. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize We’re sooooo slow
  • 9. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Optimisation needs more impact
  • 10. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Start-up world
  • 11. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Investing in Start-ups
  • 12. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Grow fast
  • 13. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Or…
  • 14. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Get out of the office
  • 15. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Getting to know your customer
  • 16. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Being trained
  • 17. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Learning from every conversation
  • 18. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize The web
  • 19. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Digging through log files
  • 20. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Trying to improve
  • 21. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize I learned about him
  • 22. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Quality circle
  • 23. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize So I started with: 0 / 1 Testing
  • 24. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Then I learned about this story…
  • 25. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Bill Murray
  • 26. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Trying to get the girl
  • 27. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Constant testing environment A / B Testing
  • 28. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize They can’t learn like that!
  • 29. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Better Dialogue Optimization Winner!! Variation B! Variation A! Default!
  • 30. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize I started with this stuff
  • 31. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize On with the “Dramatic changes”
  • 32. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize How does Bill finally win Andie?
  • 33. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Why is your visitor here?
  • 34. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize How can you help your visitor to fullfil his needs?
  • 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. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Ever been to Vegas?
  • 37. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Automate the non learning stuff!
  • 38. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Testing costs time Use it to LEARN
  • 39. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize FA C T & A C T & Tell Combine Analyze Test Create Analyze Find
  • 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. 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. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize CRO magic Data Driven Persuasion Psychology +
  • 43. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Wheel-of-persuasion.com
  • 44. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Autonomy +25% sales
  • 45. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize But.. same test Significant more submits, but.. Less registrations
  • 46. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Layering +14% sales
  • 47. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Statistics please…
  • 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. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize Use psychology insights
  • 50. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize So you will learn
  • 51. Email: ton@onlinedialogue.com onlinedialogue.com Twitter: @TonW #optimize And have the happy end
  • 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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