Conversion Conference Boston keynote Ton Wesseling

O NLINE 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
# c o n v c o n B o s t o n
2 0 1 3 / 1 0 / 0 1
FA CT & ACT

Email: ton@onlinedialogue.com
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Twitter: @TonW #convcon
May 17t h 2012
LaDonna Adrian Gaines

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Born in Boston, MA

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Singing in church

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1968: Hair

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Married Helmuth Sommer
Donna Summer

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1974: Her ﬁrst big success

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Born in The Netherlands

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Big Dutch export product:

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They adapt, they change

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First Techno record:

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Music developers

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Web developers

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Big Boston export product

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Route 128

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MIT

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Ever been to Vegas?

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Multi-armed bandit problem

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Investing in Start-ups

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Grow fast

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Lean Start-up

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State of Independance

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Disco to dance to r&b to pop

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Change
It’s all about

FACT & ACT

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Wakoopa start

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Wakoopa now

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Usabilla start

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Usabilla now

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Instagram

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Hot stuff

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Growth Hacking

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Growth Hacking
Growth Hackers are simply good at using
search engine optimization,
web site analytics,
content marketing
and A/B testing
techniques

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College 1995

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Digging through log ﬁles

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Trying to improve

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I learned about him

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Quality circle

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So I started with:
0 / 1 Testing

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Then I learned about this story…

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Bill Murray

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Trying to get the girl

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Constant testing environment
A / B Testing

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Better Dialogue Optimization
Winner!!
Variation
B!
Variation
A!
Default!

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I started with this stuff

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On with the “Dramatic changes”

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How does Bill ﬁnally win Andie?

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Why is your visitor here?

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How can you

help your visitor

to fullﬁl his needs?

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It’s not about conversion optimization
It’s about learning
how to serve your visitors!

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Automate the non learning stuff!

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This is how we learn

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FA C T & A C T
&
Tell
Combine
Analyze
Test
Create
Analyze
Find

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F i r s t s t e p s
&
Tell
Combine
Analyze
Test
Create
Analyze
Find
Analyze
Find

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Freo.nl: more lift in loan applications
+14% applications

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MoneYou.nl: uplift in new saving accounts
+23% accounts

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Analytics demand
Number of analysts
Demand

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On a boat in Stockholm

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During our academy

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In our Boston Hotel

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Survey to understand visitor needs
Signiﬁcant more applications
Survey invitation vs. no survey invitation
winner

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N e x t s t e p s :
&
Tell
Combine
Analyze
Test
Create
Analyze
Find
Test
Create

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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

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Persuasion Psychologist
on Psychologist
Persuasion Psion Psychologist
Persuasion Psych
sion Psychologist
@ B a r t S

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CRO magic
Data Driven
Persuasion Psychology
+

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Wheel-of-persuasion.com

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Autonomy
+25% sales

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But.. same test
Signiﬁcant more
submits, but..
Less registrations

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Call-to-actionS
+16% accounts
+ 2 5 4 % c l i c k s ( o n C TA a r e a )

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Kras.nl travel booking
+18%
sales

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Ambiguity aversion
+10% applications

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Anchoring & Ugly brother effect
Almost everyone chooses
the maximum package

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A n a l y z e !
&
Tell
Combine
Analyze
Test
Create
Analyze
Find
Analyze

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We want last-minutes!
+58% conversions
B u t n o s i g n i ﬁ c a n t t u r n o v e r d i ﬀ e r e n c e

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It’s not just you!
Winner
when
number 1
Winner
when not
number 1

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CTA color?
Monday winner
Saturday winner

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Why is the visitor stopping by?
Returning
visitor winner
New
visitor winner

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Te l l , Te l l , Te l l
&
Tell
Combine
Analyze
Test
Create
Analyze
Find
Tell
Combine

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CRO becomes customer intelligence
Conversion)Op,miza,on) Market'Research'

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How to let them opt-in:

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How to opt-in:

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We love to be challenged
We won !

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Growing your customer knowledge
To growth hack your online business

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Use it like she did
Donna Summer

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Like start-ups have to

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Like Bill did

Just a reminder: GHDDSS
Ground Hog Day
Donna Summer
Start-ups

Just a reminder: GHDDSS
Growth Hacking
Data Driven
Sales & Service

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http://ondi.me/bostonmeetup
Register now
10 spots left!

Conversion Conference Boston keynote Ton Wesseling

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