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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 …

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