The document appears to be notes from a conversion conference presentation by Bart Schutz and Ton Wesseling of Online Dialogue and Testing Agency. It discusses topics like A/B testing, analytics, evidence-based growth, continuous testing programs, and optimization strategies. Attendees share thoughts on counterintuitive learnings, controlling the data layer, and the importance of cognitive fluency and small steps toward revolution.

1. Bart Schutz & Ton Wesseling
Bart@OnlineDialogue.com
@BartS
Ton@Testing.Agency
@TonW
Conversion Conference
2015

2. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

3. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

4. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

5. #ConvConOnline Dialogue & Testing Agency
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

6. A/B-Testing
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

7. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

8. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

9. Web Design
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

10. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

11. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

12. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

13. Bart
Antoon
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

14. B
A
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

15. Analytics
Behavior
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

16. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

17. B
A
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

18. Evidence based growth
by applying
Data + Psychology
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

19. Small number of tests.
No methodology.
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

20. Large number of tests.
F
A
C
T
A
C
T
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

21. Find Analyze Create Test
Analyze Conclude Tell
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

22. Page tests
Customer Journey Optimization
User behaviour
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

23. A/B-Testing
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

24. Continuous Growth Program
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

25. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

26. Start A/B-testing
to boost conversions?
NO!
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

27. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

28. An A/B-test is the end of a study
…and the beginning of a new one…
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

29. Evidence based enterprises run:
7000+ tests per year
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

30. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

31. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

32. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

33. Customer Intelligence.
Leading to growth.
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

34. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

35. #ConvConOnline Dialogue & Testing Agency
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

36. B
A
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

37. #ConvConOnline Dialogue & Testing Agency
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

38. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

39. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

40. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

41. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

42. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

43. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

44. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

45. Find Analyze Create Test
Analyze Conclude Tell
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

46. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon
Our preferred Workflow Tool

47. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon
Our internal Archive Tool

48. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon
Our open stats tools: ABTestGuide.com/Calc

49. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon
Our “Behavioural Intelligence Map”

50. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon
You’re studying Customer Journeys

51. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon
Our Favorite Customer Journey Insights

52. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

53. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

54. MAURICE BEERTHUYZEN CHIEF CLIENTS
Emotion is what drives people
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

55. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

56. B
A
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

57. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

58. I always love the learnings that
seem counter-intuitive
NIENKE VAN DER SAR OFFICE MANAGER
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

59. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

60. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

61. B
A
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

62. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

63. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

64. Adding friction to improve the
user experience: awesome
ROY SCHIEVING DATA DRIVEN DESIGN DOCTOR
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

65. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

66. A
B
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

67. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

68. JORRIN GEURTS DATA DRIVEN UX EXPERT
Things you can do once you
control the datalayer
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

69. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

70. B
A
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

71. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

72. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

73. When system 2 is important,
cognitive fluency rulez…
BAS HEERKENS OPTIMIZATION PSYCHOLOIST
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

74. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

75. A
B
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

76. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

77. A conversion study is always
the best start of the day
PAUL KOKS ANALYTICS EXPERT
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

78. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

79. A
B
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

80. A
B
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

81. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

82. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

83. In many small steps to a
complete revolution
LOTTE CORNELISSEN OPTIMIZATION LEAD
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

84. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

85. A
B
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

86. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

87. Reframing communication to
alter price perception
ELINE VAN BAAL OPTIMIZATION PSYCHOLOGIST
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

88. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

89. A
B
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

90. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

91. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

92. The combination of data and
applied psychology: amazing!
ANNEMARIE KLAASSEN ANALYTICS EXPERT
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

93. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

94. A
B
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

95. Analytics
Behavior
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

96. Find Analyze Create Test
Analyze Conclude Tell
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

97. #ConvConOnline Dialogue & Testing Agency
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

98. Customer Intelligence.
Leading to growth.
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

99. GROWTH GROWING OVER TIME
Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

100. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

101. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

102. Ton Wesseling (Ton@Testing.Agency, @TonW)Bart Schutz (Bart@OnlineDialogue.com, @BartS) #ConvCon

103. Bart Schutz & Ton Wesseling
Bart@OnlineDialogue.com
@BartS
Ton@Testing.Agency
@TonW
Conversion Conference
2015