Guido Jansen discusses creating an optimization culture at companies. He notes that optimization efforts cannot be done centralized and need buy-in across distributed teams to connect insights. Building trust around data and experimentation is important. While some clients lack an experimental DNA and see online as just lead-gen, others have scale, data science teams, and management buy-in that can enable success. Jansen advocates moving from terms like CRO and A/B testing to focus on idea validation, business growth, and innovation. Onboarding people outside digital teams is also important for the culture.

1. CREATING AN OPTIMIZATION CULTURE
Guido Jansen
CXO Specialist
#T3CON19
17-10-2019

2. Why am I standing here?
• Psychologist, 10 years experience working as conversion optimization specialist
• 5 years experience in building distributed optimization teams (client-side)
• Because I like open source platforms and Ronald asked nicely :)
PS: I do things with Magento
Twitter: @guido
Web: gui.do

3. Questions!

4. 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

5. Things that don’t work in your favor (client example)
● Experimentation is not in the DNA (yet)
● Online is just "lead-gen"
● Not all data is connected nicely
● Limited local resources
● Operating countries are fairly independent
● Strong opinions on brand
● CRO is immature

6. Things that do work in your favor (client example)
● CRO is immature
● MGMT buy-in
● Scale / Heaps of data
● Relative mature data science/analytics teams
● Most countries run on the same platform
● Moneyz

7. "Nothing kills experimentation and innovation
more than massive fear that any
non-success will be punished"

20. company

25. Internal community

29. New things I hope will work
• Move away from "CRO" and "A/B testing", move to "Idea validation" /
"Business Growth" / "Innovation"
• Onboarding for people outside the digital teams

31. Agency support

32. 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

33. YEARS OF
OMNICHANNEL
EXPERIENCE
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DEVELOPERS
SWEDEN DENMARK NORWAY FINLAND
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Community
Partner

35. Questions?

37. Like podcasts?
English
(e)Commerce in Europe
Dutch
Conversion / Customer
Experience optimization

38. Download slides:
gui.do/culture

39. CREATING AN OPTIMIZATION CULTURE
Guido Jansen
CXO Specialist
#T3CON19
17-10-2019