Successfully reported this slideshow.
Your SlideShare is downloading. ×

Data driven decisions meet psychology

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Loading in …3
×

Check these out next

1 of 58 Ad
Advertisement

More Related Content

Similar to Data driven decisions meet psychology (20)

More from Guido X Jansen (20)

Advertisement

Recently uploaded (20)

Data driven decisions meet psychology

  1. 1. Data Driven Decisions meet Psychology Guido Jansen CXO Specialist #HowToWeb 30-10-2019
  2. 2. Why psychology is essential when marketing your product
  3. 3. Instead of telling you, let’s see if you can be influenced….
  4. 4. Why am I standing here? • Psychologist, 10 years experience working as conversion optimization specialist • 5 years experience in building distributed optimization teams (client-side) • Full focus on e-commerce (mostly Magento) Twitter: @guido Web: gui.do
  5. 5. Practical notes: Link to all slides + notes + additional info will be shared at the end
  6. 6. 11.000.000 bits/sec
  7. 7. 20 watts
  8. 8. 40 bits / 0.0004%
  9. 9. 99%
  10. 10. > 95%
  11. 11. To save energy your brain only looks for things that change or that are unexpected. The rest is filled in to create your reality
  12. 12. How does your brain fill in the gaps? Heuristics Which leads to loads and loads of biases...
  13. 13. Heuristics Information overload Lack of informationNeed to act fast What should I remember?
  14. 14. _> 500!_ https://en.wikipedia.org/wiki/List_of_cognitive_biases
  15. 15. Another weird quirk of the brain…. Randomly pick a number: 1, 2, 3, 4
  16. 16. Who picked 3? Around 60% does!
  17. 17. Run controlled experiments To figure out what works and what doesn’t
  18. 18. How to build your own optimization team
  19. 19. Digital Maturity
  20. 20. Let’s go through the people & skills you need at each level
  21. 21. Remember: These are not separate stages, it’s a continuum
  22. 22. Level 1: The lone nut • NO CRO job title • Really enthusiastic about the possibilities
  23. 23. Level 2 • UX / behavioral data researcher • UI / UX designer • Frontend developer
  24. 24. Level 3 • Traffic • Content specialist • QA tester
  25. 25. Level 4 • Data analyst • Data specialist • Behavioral analyst
  26. 26. Level 5 • Multiple teams > Team manager(s) • Experienced lead strategist • Data visualization specialist • Statistician
  27. 27. Supporting departments Optimization team Customer Support Sponsor (shit umbrella) Finance Marketin g BI / Big Data Business Acquisitio n Backend development
  28. 28. Action comes from culture
  29. 29. How to to start an optimization culture
  30. 30. 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
  31. 31. "Nothing kills experimentation and innovation more than massive fear that any non-success will be punished"
  32. 32. It’s a lot like community building
  33. 33. Agency support we’re platform agnostic :)
  34. 34. 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
  35. 35. YEARS OF OMNICHANNEL EXPERIENCE DIGITAL COMMERCE SPECIALISTS CERTIFIED DEVELOPERS SWEDEN DENMARK NORWAY FINLAND UNITED KINGDOM BENEFRUX UAE JAPANSOUTH AFRICA ESTONIAUSA UKRAINE 10+ 480+ 150+ Gold Partner Platinum Partner Community Partner
  36. 36. Like podcasts? English (e)Commerce in Europe
  37. 37. Download slides: gui.do/howtoweb
  38. 38. Data Driven Decisions meet Psychology Guido Jansen CXO Specialist #HowToWeb 30-10-2019

×