Experiment Your Way Out of Recession

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Experiment your way out of recession
21st of March 2023

Introduction to Conversionista! and ARC
Data driven way of work and CRO
Recession is not a new black
Follow your user’s be...

© Curamando 2019
© ARC 3
The ARC family

+90
+1000
#1 in Growth & Experimentation
Conversionistas!
Oslo, Stockholm, Gothenburg & Malmö
Clients
2010
Established
We ...

RETAIL FINANCE INDUSTRIALS OTHER SERVICES
A CROSS SELECTION OF SOME OF OUR CLIENTS*
OSLO
GOTHENBURG
STOCKHOLM
Delivering d...

Experience &
Behavior
Advisory
Experimentation
6
Where to optimize your CRO journey
Current state vs Goals
Your teams have...

Recession is not a new black!
7

Recession
Signiﬁcant decline in economic activity, last for
months or even years
Rising level of unemployment (number of l...

Recession is a part of the normal economic cycle
E
x
p
a
n
s
i
o
n Peak
R
e
c
e
s
s
i
o
n
D
e
p
r
e
s
s
i
o
n
Trough
Recov...

“If you can’t measure it,
you can’t manage it.”
Peter Drucker, management consultant, educator and author

STANNA PÅ SAJTEN /
DATA DRIVEN WAY OF WORK AND CRO
Business tends to cut off the growth
program?
But what do you really cu...

When you stop experimentation
program you cut off DATA and
Insights
A/B/n-testing randomly assigns users to different
vari...

STANNA PÅ SAJTEN /
DATA is POWER
in high uncertainty times
Data is your valuable resource and power in decision making. It...

DATA DRIVEN WAY OF WORK AND CRO
Users’ behavior is on the front line to
change in recession context…
But how can you under...

DATA DRIVEN WAY OF WORK AND CRO
DATA = POWER. And you should be as close as possible to your real users
The old way
We ask...

“Conversion happens when your
and your visitors goals meet”
John Ekman, founder of Conversionista
First law of conversion

Why is it important to base
website improvements on data?

What is the one thing that all organizations have?
Ideas
DATA DRIVEN WAY OF WORK AND CRO

And what is thought to be the best source of ideas?
The Creative
Genius
DATA DRIVEN WAY OF WORK AND CRO

So - this is your process
Creativity Ideas H.I.P.P.O BIG launch
DATA DRIVEN WAY OF WORK AND CRO

What is the risks with this process?
Not data-driven
Unknown origin and what it’s
supposed to solve
“Hit or miss”
Not a re...

This is “Hit or miss”
Launch
= +/-0
Time
Value

Some launches have
positive effect,
some negative = +/-0
Should this one have
been launched? Time
Value

By optimizing, we
can remove the
negative launches
Time
Value

= $
And focus our efforts
on positive launches
Time
Value

How to reach it?

STANNA PÅ SAJTEN /
27
Optimization wheel:
our way of working
Data
Behaviour
analysis
Hypotheses
Tools & Research Prioritiz...

Recession is not a new black!
28

Recession is a part of the normal economic cycle
E
x
p
a
n
s
i
o
n Peak
R
e
c
e
s
s
i
o
n
D
e
p
r
e
s
s
i
o
n
Trough
Recov...

Take that as a opportunity! - Recession is a perfect opportunity to build for the future
Grow your
business and
strengthen...

Follow your users’ behavior
31

Loyal customers 9x more likely to convert then the ﬁrst time ones
Convert Convert 9x
Adobe Digital Index report “The ROI f...

Getting existing customers back is more valuable and cost-effective than
acquisition the new ones.
A small increase in you...

C
A
S
E
CASE - KIWI
Norwegian grocery chain
Empathy towards the customers =
unprecedented customer growth
Twice a year – o...

Users’ behavior will change
The question is to what extent
and to which direction?

Gain valuable insights and adjust your strategy accordingly
STRATEGY
build for the future
Insights
Data
analytics
A/B/n te...

C
A
S
E
CASE - NorgesEnergi
Change in users’ behavior
before and after the price
increase
Before 2021 - Power was seen as ...

C
A
S
E
CASE - Norwegian
Full refund within 24 hours
Issue:
High drop off rate was detached on a funnel checkout step
Goal...

In the time of uncertainty data is your power, experiments -way to get insights
Data
=
power
=
insight from
your real
cust...

“Don’t copy your competitors.
They also have no idea what they are
doing”
Peep Laja - Founder CXL

conversionista.com/no/ | hei@conversionista.no | + (47) 975 54 799

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