Ahold is in Nederland één van de koplopers als het gaat om data driven marketing. Aan de hand van een case legt Roel uit welke drie principes er zijn om aan het verbeteren van de conversie te werken. Roel gaat er op in hoe traditionele research technieken helpen om als data driven marketeer succesvol te zijn.

1. ELIMINATE THE GUESSWORK
from quick fix to structural success

2. ROEL
WILLEMS10+ year - digital analytics & conversion optimisation
Current: Senior Digital Analyst, Conversion optimization specialist
- Ahold Delhaize
Former: Senior Consultant / Product manager Analytics and
conversion
- OrangeValley
consumer behaviour from a data perspective

3. ELIMINATE THE GUESSWORK
➤ From test to testing
➤ Quick fix(es) to structural approach
➤ 3 key principes

4. FROM TEST TO TESTING

5. VOORBEELDCHALLENGE: WHERE AND WHAT TO TEST?
?
HOMEPAGE CHECKOUT

6. VOORBEELDOPLOSSING:DO WE NEED MORE IDEAS?

7. VOORBEELDNEAR LIMITLESS OPPORTUNITY

8. “
… starting isn’t a problem,
continuity is the challenge.

9. “74% of the survey respondents who
reported having a structured approach
to conversion also stated they had
improved their sales.
-source: Econsultancy Conversion Rate Optimization Report

10. FROM QUICK FIX(ES) TO
STRUCTURAL APPROACH

11. 3 KEY PRINCIPLES

12. VOORBEELDAD HOC TO STRUCTURAL APPROACH
-source: Adapted from Trochim, William M. The Research Methods Knowledge Base, 2nd Edition.
Result, but not reliable Reliable, but no result Reliable results

13. 1. ELIMINATE GUESSWORK

14. VOORBEELDAD HOC / OPINION-BASED

15. “Most of the world will make decisions
by either guessing or using there gut.
They will be either lucky or wrong.
-Suhail Doshi

16. VOORBEELDLUCKY OR WRONG?

17. VOORBEELDFOCUS ON STRUCTURE & PROCESS
Ad hoc
Opinion-based
Testing discipline
Fact-based

18. VOORBEELDOPLOSSING:ITERATIVE APPROACH, LOOK FOR RELEVANCY
How can we stimulates
visitor behaviour?
Can we make it more
easy to use?
Does an element
influence visitor
behaviour?

19. VOORBEELDCASE

20. 2. LEARN FROM FAILURE

21. VOORBEELDTESTING DISCIPLINE

22. “
➤ Only one third of the ideas tested at Microsoft improved the
metric(s) they were designed to improve;
➤ at Google, only “about 10 percent of controlled experiments
were leading to business changes;
➤ Netflix considers 90% of what they try to be wrong;
➤ Etsy “nearly everything fails” and “it's been humbling to
realize how rare it is to succeed on the first attempt;
➤ “No matter how much you think it’s a no-brainer, how much
research you’ve done, or how many competitors are doing it,
sometimes, more often than you might think, experiment
ideas simply fail.” - Skyscanner.
-source: exp-platform.com Online Controlled Experiments and A/B Tests

23. “It ain’t what you don’t know that gets
you in trouble, it’s what you know for
sure that ain’t so.
-Mark Twain

24. VOORBEELDDON’T TRUST IN INTUITION, … BUT VALIDATE ALTERNATIVES

25. VOORBEELDOPLOSSING:ACTION ORIENTED BIAS
➤ More experiments ≠ more effect
➤ Focus on information discovery, test valid alternatives
-source: Andrew Anderson

26. VOORBEELDCASE

27. 3. FOCUS ON EFFICIENCY

28. VOORBEELDEFFICIENCY

29. ÍOPLOSSING:SINGLE BACKLOG
Backlog
Team
Visitors
√success / - failure

30. ÍOPLOSSING:ACCELERATE YOU OPTIMISATION PROGRAM? - MORE IDEAS?
Backlog
Team
Visitors
√success / - failure

31. ÍOPLOSSING:ACCELERATE? - MORE RESOURCES?
Backlog
Team
Visitors
√success / - failure

32. VOORBEELDOPLOSSING:MOVING FROM: SINGLE LANE TESTING…
OR
HOMEPAGE CHECKOUT

33. VOORBEELDOPLOSSING:… TO INCREASE EFFICIENCY (AND THUS INFORMATION DISCOVERY)…
HOMEPAGE
CHECKOUT
CATEGORIE PRODUCT
BASKET THANKS
√

34. VOORBEELDOPLOSSING:…TO: MULTI-LANE TESTING
HOMEPAGE
CHECKOUT
CATEGORIE PRODUCT
BASKET THANKS
√

35. TAKE AWAY

36. VOORBEELDOPTIMISING THE ORGANISATION
Eliminate the guesswork learn from failure focus on efficiency

37. “Want to be a better marksman? Stop
looking for silver bullets, improve you
aiming.
Roel Willems
info@roelwillems.com
@roelwillems
linkedin.com/in/roelwillems
VOORBEELDCONTACT