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Validation in every Organisation - Ton Weseling - CRO Elite keynote London - June 6th 2019

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If you've moved from CRO specialists to Centralized CRO teams, your next step will be to get Evidence Based Growth in the whole organisation. Moving from gut feel decision making to evidence based decision making in every team. To be able to do so you need to change the role of the CRO team to a Center of Excellence. They need to become champions of enabling others to move forward with trustworthy evidence based decision making. In this talk Ton looked forward to the future of people the call themselves CRO specialists.

Need help setting up a Validation Center of Excellence - call Online Dialogue! We operate throughout Europe: +31304100170

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Validation in every Organisation - Ton Weseling - CRO Elite keynote London - June 6th 2019

  1. 1. Validation
 in every
 organisation Ton Wesseling | Online Dialogue | Conversion Elite, London | June 6th, 2019
  2. 2. Experimentation
 on
 Customer Experience
  3. 3. DIGITAL USER BEHAVIOR
  4. 4. ATTENTION
  5. 5. PERCEPTION
  6. 6. Gino Crescoli via Pixabay
  7. 7. MOTIVATIONS
  8. 8. CRO
  9. 9. CRO
  10. 10. CRO
  11. 11. CRO
  12. 12. CRO
  13. 13. CRO
  14. 14. CRO
  15. 15. Niek Verlaan via Pixabay
  16. 16. 1. Why our CRO jobs will die 2. Why it actuallymight be a good idea to kill those CRO jobs 3. How we could reach our end goal ( and what is that goal anyway? )
  17. 17. Why our CRO jobs will die RobVanDerMeijden via Pixabay
  18. 18. Macgyver, Courtesy of Paramount Television
  19. 19. OpenClipart-Vectors via Pixabay
  20. 20. Free-Photos via Pixabay
  21. 21. Alexas_Fotos via Pixabay
  22. 22. Csaba Nagy via Pixabay
  23. 23. A-team, Courtesy of 20th Century Fox TV
  24. 24. Marketing teams Product teams Conversion team Sprint Sprint Sprint Sprint Sprint Sprint Sprint Sprint Prepare Campaign Prepare Campaign Experiment Experiment Experiment Experiment Experiment Experiment Experiment Experiment Expe
  25. 25. MrsBrown via Pixabay
  26. 26. CRO
  27. 27. Ira Gorelick via Pixabay
  28. 28. PRIDE HUMILITY Focuses on others failures Self righteous, overly critical, and fault finding Looks at their life through a telescope but others with a microscope Realizes how far they fall short and have an overwhelming sense of their need to grow Compassionate and forgiving Looks for the best in others
  29. 29. C.S. Lewis quote design courtesy of Entrepreneur.com
  30. 30. Remaztered Studio via Pixabay “We are running at the wrong pace
 with the wrong mindset to grow”
  31. 31. 1. Why our CRO jobs will die
  32. 32. 2. Why it actuallymight be a good idea to kill those CRO jobs
  33. 33. Why it actuallymight be a good idea to kill those CRO jobs PublicDomainPictures via Pixabay
  34. 34. Conversion Rate Optimisation
  35. 35. Free-Photos via Pixabay
  36. 36. Gerd Altmann via Pixabay Best practices: NO Usability principles: YES
  37. 37. Gerd Altmann via Pixabay
  38. 38. fancycrave1 via Pixabay
  39. 39. Optimisation
  40. 40. KPI
  41. 41. Potential Lifetime Value Revenue per user Transactions Behavior Clicks
  42. 42. Overall Evaluation Criterion
  43. 43. Customer
 eXperience
  44. 44. OpenClipart-Vectors via Pixabay
  45. 45. Wokandapix via Pixabay
  46. 46. qimono via Pixabay
  47. 47. Dale HaVs on Researchgate
  48. 48. Remaztered Studio via Pixabay “Wrong name, wrong stuff,
 not every channel, wrong KPI,
 wrong methodology”
  49. 49. 2. Why it actuallymight be a good idea to kill those CRO jobs
  50. 50. 3. How we could reach our end goal ( and what is that goal anyway? )
  51. 51. How we could reach our end goal ( and what is that goal anyway? ) PublicDomainPictures via Pixabay
  52. 52. Optimisation is all about EFFECTIVENESS Making sure resources are working on stuff that will make an impact
  53. 53. Lean!
  54. 54. Lean!
  55. 55. Six Sigma!
  56. 56. Agile!
  57. 57. Scrum!
  58. 58. These are all popular methods that mostly focus on efficiency Create more stuff with the same resources!
  59. 59. Efficiency & Effectiveness Create better stuff with the same resources!
  60. 60. More stuff vs better stuff 2018 research by OpXmizely
  61. 61. Efficiency & Effectiveness Maximizing the number of positive impacts with the same resources!
  62. 62. Efficiency & Effectiveness Maximizing the number of positive impacts
  63. 63. CRO
  64. 64. CRO
  65. 65. Effect
  66. 66. CRO
  67. 67. Center of Excellence Validation
  68. 68. Dale HaVs on Researchgate
  69. 69. Alexas_Fotos via Pixabay
  70. 70. Alexas_Fotos via Pixabay
  71. 71. Overall Evaluation Criterion
  72. 72. Effect Enable evidence based growth
  73. 73. Effect Quality circle by Pete Linforth via Pixabay
  74. 74. C.S. Lewis quote design courtesy of Entrepreneur.com
  75. 75. klimkin via Pixabay
  76. 76. CoE
  77. 77. Marketing teams Product teams Sprint Sprint Sprint Sprint Sprint Sprint Sprint Sprint Prepare Campaign Prepare Campaign
  78. 78. Efficiency & Effectiveness Maximizing the number of positive impacts
  79. 79. Ton Wesseling https://ondi.me/tonw Latest article on this:
  80. 80. Pexels via Pixabay
  81. 81. 3. How we could reach our end goal ( and what is that goal anyway? )
  82. 82. Effect
  83. 83. Remaztered Studio via Pixabay “Enabling trustworthy research
 throughout the organization,
 to democratize validation”
  84. 84. Validation
 in your whole
 organisation Ton Wesseling | Online Dialogue | Conversion Elite, London | June 6th, 2019
  85. 85. Joe007 via Pixabay
  86. 86. Andy Leung via Pixabay
  87. 87. Naanan Kanchanaprat via Pixabay
  88. 88. Validation
 in every
 organisation Ton Wesseling | Online Dialogue | Conversion Elite, London | June 6th, 2019
  89. 89. Ton Wesseling https://ondi.me/tonw Latest article on validation:

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