CREATING AN OPTIMIZATION CULTURE
Guido Jansen
CXO Specialist
#T3CON19
17-10-2019

Why am I standing here?
• Psychologist, 10 years experience working as conversion optimization specialist
• 5 years experience in building distributed optimization teams (client-side)
• Because I like open source platforms and Ronald asked nicely :)
PS: I do things with Magento
Twitter: @guido
Web: gui.do

Questions!

Why do you need culture anyway?
● Can't do everything centralized
● Teams are distributed, silo’s don’t let you connect the dots
● Lack of trust/understanding about data/stats/experiments undermines your
authority
● Experimentation doesn't come natural to everyone

Things that don’t work in your favor (client example)
● Experimentation is not in the DNA (yet)
● Online is just "lead-gen"
● Not all data is connected nicely
● Limited local resources
● Operating countries are fairly independent
● Strong opinions on brand
● CRO is immature

Things that do work in your favor (client example)
● CRO is immature
● MGMT buy-in
● Scale / Heaps of data
● Relative mature data science/analytics teams
● Most countries run on the same platform
● Moneyz

"Nothing kills experimentation and innovation
more than massive fear that any
non-success will be punished"

company

Internal community

New things I hope will work
• Move away from "CRO" and "A/B testing", move to "Idea validation" /
"Business Growth" / "Innovation"
• Onboarding for people outside the digital teams

Agency support

OUR SERVICES
Strategy & Consulting
● Analysis, Optimisation, Strategy & Business Development
UX & Solution Design
● Prototyping, User Interface & Visual Design
Development
● Web, PIM, Modules, Integrations & Apps
Managed Services
● Cloud Hosting, Security & Support

YEARS OF
OMNICHANNEL
EXPERIENCE
DIGITAL
COMMERCE
CLIENTS
CERTIFIED
DEVELOPERS
SWEDEN DENMARK NORWAY FINLAND
UNITED KINGDOM BENELUX
UAE JAPANSOUTH AFRICA
ESTONIAUSA
UKRAINE
10+ 450+ 150+
Gold Partner Platinum Partner
Community
Partner

Questions?

Like podcasts?
English
(e)Commerce in Europe
Dutch
Conversion / Customer
Experience optimization

Download slides:
gui.do/culture

CREATING AN OPTIMIZATION CULTURE
Guido Jansen
CXO Specialist
#T3CON19
17-10-2019