Keynote on Online Experiments by Ton Wesseling - Online Dialogue at the Web Analytics Wednesday Amsterdam September 6th 2017
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The document discusses online experiments and continuous optimization efforts to accelerate growth. It emphasizes that companies should know their testing bandwidth and prioritize hypotheses to test on customer journeys and pages. Regular experimentation allows companies to learn, transform, and scale up through innovation and optimization efforts on their first party data. If companies double the number of experiments run per year, they can double their inventiveness and growth.
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Keynote on Online Experiments by Ton Wesseling - Online Dialogue at the Web Analytics Wednesday Amsterdam September 6th 2017
- 2. Ton.Wesseling@onlinedialogue.com Key takeaways:! ! 1. Know your testing bandwidth!! 2. Hypothesize first,! then apply to journeys/pages to test on ! 3. Prioritize, win and scale up! to learn and transform
- 20. Ton.Wesseling@onlinedialogue.com Business cases of our clients Investment Revenue after implementation in 6 months! Company X! €82.000 €1.200.000! Company X! €89.000 €1.800.000 ! Company X! €150.000 €5.500.000! Company X! €166.000 €5.800.000! Company X! €230.000 €16.500.000!
- 26. Ton.Wesseling@onlinedialogue.com “If you double the number of experiments you do per year you’re going to double your inventiveness” Jeff Bezos, CEO Amazon
- 29. Ton.Wesseling@onlinedialogue.com How many! online experiments! are you running! per year?!
- 30. Ton.Wesseling@onlinedialogue.com “Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day…” Jeff Bezos, CEO Amazon
- 36. Ton.Wesseling@onlinedialogue.com Methods used to improve conversion
- 40. Ton.Wesseling@onlinedialogue.com Never satisfied with conversion rates
- 41. Ton.Wesseling@onlinedialogue.com Start testing or test more
- 42. Ton.Wesseling@onlinedialogue.com NO Growth problems will disappear…
- 43. Ton.Wesseling@onlinedialogue.com A/B-testing is not a solution It’s a methodology
- 44. Ton.Wesseling@onlinedialogue.com It’s part of a: Continuous Optimization Program
- 46. Ton.Wesseling@onlinedialogue.com This is how Deming used it
- 57. Ton.Wesseling@onlinedialogue.com Did you already decide which hotel you want to stay in? Are you currently comparing the price of the rooms in this hotel at other websites?
- 59. Ton.Wesseling@onlinedialogue.com Book with your Valk account and get a €5 bonus Easily control your booking with your Valk account
- 69. Ton.Wesseling@onlinedialogue.com ü User segments and customer journeys Science Competitors Verified" (2nd party) Webanalytics Heatmaps Surveys Feedback tools Group discussions View Voice Previous tests Verified" (1st party) Strategy KPI’s Value F! FIND 1) What is going on?
- 70. Ton.Wesseling@onlinedialogue.com get more insights from science
- 72. Ton.Wesseling@onlinedialogue.com ü Determinant study F! FIND 1) What will be the starting strategy?
- 73. Ton.Wesseling@onlinedialogue.com A! ANALYZE 2) Hypothesize I APPLY THISIf , then THIS BEHAVORIAL CHANGE will happen, ( among THIS GROUP ), THIS REASONbecause of . PSY DATA DATA PSY
- 74. Ton.Wesseling@onlinedialogue.com ü By challenging your hypothesis! 5V A! ANALYZE 2) Prioritize your hypothesis
- 75. Ton.Wesseling@onlinedialogue.com A! ANALYZE 2) Calculate your testing bandwidth
- 76. Ton.Wesseling@onlinedialogue.com 2) What to test where: Behavioral Intelligence Grid A! ANALYZE
- 78. Ton.Wesseling@onlinedialogue.com A! ANALYZE 2) Plot your hypothesis
- 79. Ton.Wesseling@onlinedialogue.com A! ANALYZE 2) Prioritize on potential impact
- 80. Ton.Wesseling@onlinedialogue.com ü Based on potential impact and power A! ANALYZE 2) Experiments roadmap
- 81. Ton.Wesseling@onlinedialogue.com Utilize your experiment capacity!
- 84. Ton.Wesseling@onlinedialogue.com C! COMBINE 6) Track experiments & store your insights
- 85. Ton.Wesseling@onlinedialogue.com ü With your new first party data knowledge! 5V 6) Re-prioritize your hypothesis C! COMBINE
- 86. Ton.Wesseling@onlinedialogue.com Experiments with significant insights months
- 90. Ton.Wesseling@onlinedialogue.com T! TELL 7) Transform by telling stories
- 103. Ton.Wesseling@onlinedialogue.com This is how Continuous Optimization Efforts! are ACCELERATING the Growth of a Company!
- 104. Ton.Wesseling@onlinedialogue.com How many! online experiments! are you running! per year?!
- 105. Ton.Wesseling@onlinedialogue.com Do you know how many! online experiments! you could run ! per year?!
- 106. Ton.Wesseling@onlinedialogue.com Key takeaways:! ! 1. Know your testing bandwidth!! 2. Hypothesize first,! then apply to journeys/pages to test on ! 3. Prioritize, win and scale up! to learn and transform