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H o w t o c r e a t e 
w i n n i n g A / B - Te s t p l a n s 

C o n v e r s i o n C o n f e r e n c e C h i c a g o 2 0 1 3 

W i t h 2 5 c o n v e r s i o n c a s e s i n s i d e !
Ton Wesseling (@TonW)
 Bart Schutz (@BartS)
Pr esentation in formation: http://ondi.m e/chicago
ONLINE DIALOGU E
G u i d i n g y o u t o d i g i t a l m a t u r i t y 
Last 2 years
Number 1 bureau in the Netherla nds
in our field of practice (analytics & con version)
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Univé: top 3 car insurance in the Net herlands
Start cases
“Foot in the door”
Get your visitors to
interact asap
+23% sales
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Van der Valk Hote l s (large Dutch hot el chain)
Start cases
“Layering”
Divide content in diminishingchunks of 3 or 5 pieces ofinformation 
+14%
sales
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Onl ine Dialogue website: Conversion Summ it landingpage
Start cases
+29%
interactions
Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Dr
ata Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data
Data Driven
Data Drive
Data D
Data Driven
Data Driven
 @ To n W 
Data Driven
rsuasion Psychologist
@ B a r t S 
Persuasion Psychologist
Persuasion Psychologist
Persuasion Psycholog
Persuasion Psycholo
Persuasion Psychologist
on Psychologist
Psychologist
PersuasioPsychologist
Persuasion Ps
Persuasion Psyc
suasion Psychologist
Psychologist
Data Driven
 Persuasion Psychology
= CRO Magic
+
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Kras.nl (TUI): homepage effect on sales
Award cases
“Ambiguity Aversion”
Make it crystal clear what yourcustomer will get
+20% sales
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
FonQ.nl: E-commerce – site search sales improvement
Award cases
“Carrot & Stick”
Keep showing customers whatthey’re buying through thewhole process
+49% sales
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Freo.nl: lift in loan applications 
Award cases
“Sequencing”
CRO is a reciprocal dialogue:Take the concepts that areactive in your customers brainas your starting point
+19% applications
Why is this working?
WWW = World W ide Walhalla "
for
Analytics & Brain Testing
brains…
Because: you are conver ti ng
W hat influences that brain ?
brai ns…
You are convert ing
W hat influences that brain ?
brai ns…
You are convert ing
Data D riven Persuasion Psychology
Creating conversio n boosting & winning A/B test plans
=
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
 This is th e method we use
Fact & Act
&	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Tell	
  	
  	
  	
  	
  	
  	
  Combine	
  	
  	
  	
  	
  	
  	
  	
  	
  Analyze	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Test	
  	
  	
  	
  	
  	
  	
  	
  	
  Create	
  	
  	
  	
  	
  	
  	
  	
  	
  Analyze	
  	
  	
  	
  	
  	
  	
  Filter	
  
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
 Let’s start: Filter & Analyze
Fact & Act
&	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Tell	
  	
  	
  	
  	
  	
  	
  Combine	
  	
  	
  	
  	
  	
  	
  	
  	
  Analyze	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Test	
  	
  	
  	
  	
  	
  	
  	
  	
  Create	
  	
  	
  	
  	
  	
  	
  	
  	
  Analyze	
  	
  	
  	
  	
  	
  	
  Filter	
  
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Freo.nl: more lift in loan applicat ions 
Filter & Analyze
“The paradox of Choice”
Offer a minimum of 2 and amaximum of 5 choices
+14% applications
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
MoneYou.nl: uplift in new saving accounts
Filter & Analyze
“In Gaze Placement”
Put your most persuasivecontent in your customers’ gaze
+23% accounts
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Freo.nl: surv ey to understand visito r needs
Filter & Analyze
“Foot between the lips”
Directly get a forced click
Significant more applications
Survey invitation vs. no survey invitation 
winner
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
 And no w: Create & Test
Fact & Act
&	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Tell	
  	
  	
  	
  	
  	
  	
  Combine	
  	
  	
  	
  	
  	
  	
  	
  	
  Analyze	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Test	
  	
  	
  	
  	
  	
  	
  	
  	
  Create	
  	
  	
  	
  	
  	
  	
  	
  	
  Analyze	
  	
  	
  	
  	
  	
  	
  Filter	
  
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Autonomy"
Van de Va l k conversion lift
Create & Test
Autonomy:	
  “Let	
  your	
  customer	
  think	
  he’s	
  free	
  in	
  his	
  choices”	
  
+25% sales
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
But.. same test"
Vakantieveilingen.nl (Dutch travel auction website)
Create & Test
Urgency:	
  “When	
  we’re	
  in	
  a	
  hurry,	
  we	
  love	
  to	
  be	
  guided”	
  
Significant more
submits, but..
Less registrations
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Direct Priming: "
Online Dialogue newsletter headline test
Create & Test
Direct	
  Priming:	
  “RepeAAon	
  leads	
  to	
  	
  quicker	
  reacAons”	
  
(Title first article)
(Title last article)
+42% clicks 
Outgoing clicks from within the newsletter by
members who opened the newsletter
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Choice Paradox"
MoneYou Call-to- Action test on product detail page
Create & Test
Choice	
  Paradox:	
  “We	
  love	
  a	
  few,	
  but	
  not	
  to	
  many	
  opAons”	
  
+16% accounts
+ 2 5 4 % c l i c k s ( o n C TA a r e a )
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Response efficacy"
Kras.nl travel booking form sales uplift
Create & Test
Response	
  efficacy:	
  “We’re	
  more	
  likely	
  to	
  act	
  when	
  we	
  believe	
  it	
  will	
  actually	
  have	
  the	
  desired	
  effect”	
  
+18%
sales
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Ambiguity aversion"
F reo.nl: more applications from the app lication form
Create & Test
Ambiguity	
  Aversion:	
  “We	
  prefer	
  opAons	
  that	
  are	
  
certain”	
  
+10% applications
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
V isuel cue:"
Ho tel Schiphol – airport hotel homepage – scroll promotion
Create & Test
Visual	
  Cueing:	
  “Our	
  aEenAon	
  is	
  very	
  easily	
  influenced”	
  
-23% bouncerate
+ significant sales
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Framing:"
Mon eYou email & landingpage test - productname
Create & Test
Equivalence	
  Framing:	
  “The	
  way	
  things	
  are	
  stated	
  or	
  portrayed,	
  highly	
  influences	
  our	
  choices”	
  
Significant more
account opens
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Conceptual Contrast:"
Onlin eOptimizers.eu Analytics & Conversion – job postings
Create & Test
Ugly	
  Brother:	
  “The	
  way	
  things	
  are	
  stated	
  or	
  portrayed,	
  highly	
  influences	
  our	
  choices”	
  
Almost everyone chooses
the maximum package
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
 Te s t done? Analyze!
Fact & Act
&	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Tell	
  	
  	
  	
  	
  	
  	
  Combine	
  	
  	
  	
  	
  	
  	
  	
  	
  Analyze	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Test	
  	
  	
  	
  	
  	
  	
  	
  	
  Create	
  	
  	
  	
  	
  	
  	
  	
  	
  Analyze	
  	
  	
  	
  	
  	
  	
  Filter	
  
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Kras.nl from most sold to a last mi nute list"
(same products in the list)
Analyze
+58% conversions
B u t n o s i g n i fi c a n t t u r n o v e r d i ff e r e n c e
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Banking: wha t is your interest rate position?
Analyze
PosiDon	
  targeDng:	
  “We	
  like	
  basing	
  comparisons	
  on	
  just	
  a	
  few	
  aEributes”	
  
Winner
when
number 1
Winner
when not
number 1
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Product pages: CTA color? 
Analyze
Goal-­‐directed	
  behavior	
  
“We	
  need	
  other	
  persuasion	
  techniques	
  when	
  we’re	
  ‘geJng	
  things	
  done’	
  than	
  
when	
  we	
  (want	
  to)	
  relax	
  
Monday winner
Saturday winner
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Kras.nl: new & retur ning visitor diffe rences"
C ategory overview page – which one has mo re conversions?
Analyze
Returning
visitor winner
New
visitor winner
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Essent Belgium: landingpage te st"
W i t h or without social buttons more leads?
Analyze
Returning
visitor winner
New
visitor winner
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
MoneYou landing page redesig n"
A/B-test – which one has more saving a pplications?
Analyze
+27% applications
B u t … ( s e e n e x t s l i d e )
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Let’s dive in the MoneYou A/B-test data:"
conversion on a day to day basis
Analyze
Cum. Conversion % per day! Difference in cum. Conversion %!
Conversion difference
stabelizes!
Conversion difference
stabelizes!
Why is the conversion
percentage so high on
these 2 days?!
Why is the difference
between A and B at first
negative and than positive?!
Hmm, euroclix.nl
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Affiliate par ner"
w ith motivation outside the MoneYou product
Analyze
Free money if you
file an application
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
MoneYou landing page redesig n"
A/B-test – without visitor funding a ffiliates
Analyze
Cum. Conversion % per day! Difference in cum. Conversion %!
Very stable
differences!
(with
conversions)!
Much shorter, difference in first
days is caused by returning
visitors (which we filtered out
after this analysis)!
+100% applications!
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
 Combine & Tell
Fact & Act
&	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Tell	
  	
  	
  	
  	
  	
  	
  Combine	
  	
  	
  	
  	
  	
  	
  	
  	
  Analyze	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Test	
  	
  	
  	
  	
  	
  	
  	
  	
  Create	
  	
  	
  	
  	
  	
  	
  	
  	
  Analyze	
  	
  	
  	
  	
  	
  	
  Filter	
  
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
CRO becomes Customer Intellig ence
Combine & Tell
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago 
Conversion)Op,miza,on) Market'Research'
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Telegraaf.nl: biggest Dutch news paper"
first cookie concept: almost 100% opt-in
Combine & Tell
Defaults:	
  
“We	
  tend	
  to	
  like	
  what	
  is	
  chosen	
  for	
  us”	
  
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Telegraaf.nl: biggest Dutch news paper"
first cookie concept: almost 100% opt-in
Combine & Tell
Reinforcements:	
  “We	
  want	
  to	
  hear	
  we’re	
  doing	
  good”	
  
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Base o n customer intelligence:"
we loved to be challenged
Combine & Tell
We won J
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
We help and / or educate"
Kras.nl: They won!
Combine & Tell
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Ever growing our customer knowledge
3 years of being a partner
  MoneYou groei over jaren heen
H o w t o c r e a t e 
w i n n i n g A / B - Te s t p l a n s ?
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago 
Digital Data
 Persuasion Psychology
How to create winning A/B-test p lans?
Fact & Act
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
 Presentation info: http://ondi.me/chicago
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago 

Thank you!


Thank you!
one more thing…
…we’ve located over 200 persuasion techniques…
Online Dialogue Conversion Conference Chicago
Online Dialogue Conversion Conference Chicago
Online Dialogue Conversion Conference Chicago
www.WheelofPersuasion.com
www.WheelofPersuasion.com
The Wheel of Persuasion
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago 
Temporary Access Code:
“Chicago”
(valid until Tuesday / June 13th
)

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Online Dialogue Conversion Conference Chicago

  • 1. H o w t o c r e a t e w i n n i n g A / B - Te s t p l a n s C o n v e r s i o n C o n f e r e n c e C h i c a g o 2 0 1 3 W i t h 2 5 c o n v e r s i o n c a s e s i n s i d e !
  • 2. Ton Wesseling (@TonW) Bart Schutz (@BartS) Pr esentation in formation: http://ondi.m e/chicago
  • 3. ONLINE DIALOGU E G u i d i n g y o u t o d i g i t a l m a t u r i t y Last 2 years Number 1 bureau in the Netherla nds in our field of practice (analytics & con version)
  • 4. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Univé: top 3 car insurance in the Net herlands Start cases “Foot in the door” Get your visitors to interact asap +23% sales
  • 5. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Van der Valk Hote l s (large Dutch hot el chain) Start cases “Layering” Divide content in diminishingchunks of 3 or 5 pieces ofinformation +14% sales
  • 6. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Onl ine Dialogue website: Conversion Summ it landingpage Start cases +29% interactions
  • 7. Data Driven Data Driven Data Driven Data Driven Data Driven Data Driven Data Driven Data Dr ata Driven Data Driven Data Driven Data Driven Data Driven Data Data Driven Data Drive Data D Data Driven Data Driven @ To n W Data Driven
  • 8. rsuasion Psychologist @ B a r t S Persuasion Psychologist Persuasion Psychologist Persuasion Psycholog Persuasion Psycholo Persuasion Psychologist on Psychologist Psychologist PersuasioPsychologist Persuasion Ps Persuasion Psyc suasion Psychologist Psychologist
  • 9. Data Driven Persuasion Psychology = CRO Magic +
  • 10. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Kras.nl (TUI): homepage effect on sales Award cases “Ambiguity Aversion” Make it crystal clear what yourcustomer will get +20% sales
  • 11. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon FonQ.nl: E-commerce – site search sales improvement Award cases “Carrot & Stick” Keep showing customers whatthey’re buying through thewhole process +49% sales
  • 12. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Freo.nl: lift in loan applications Award cases “Sequencing” CRO is a reciprocal dialogue:Take the concepts that areactive in your customers brainas your starting point +19% applications
  • 13. Why is this working?
  • 14. WWW = World W ide Walhalla " for Analytics & Brain Testing
  • 16. W hat influences that brain ? brai ns… You are convert ing
  • 17. W hat influences that brain ? brai ns… You are convert ing
  • 18. Data D riven Persuasion Psychology Creating conversio n boosting & winning A/B test plans =
  • 19. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon This is th e method we use Fact & Act &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  • 20. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Let’s start: Filter & Analyze Fact & Act &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  • 21. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Freo.nl: more lift in loan applicat ions Filter & Analyze “The paradox of Choice” Offer a minimum of 2 and amaximum of 5 choices +14% applications
  • 22. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon MoneYou.nl: uplift in new saving accounts Filter & Analyze “In Gaze Placement” Put your most persuasivecontent in your customers’ gaze +23% accounts
  • 23. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Freo.nl: surv ey to understand visito r needs Filter & Analyze “Foot between the lips” Directly get a forced click Significant more applications Survey invitation vs. no survey invitation winner
  • 24. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon And no w: Create & Test Fact & Act &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  • 25. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Autonomy" Van de Va l k conversion lift Create & Test Autonomy:  “Let  your  customer  think  he’s  free  in  his  choices”   +25% sales
  • 26. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon But.. same test" Vakantieveilingen.nl (Dutch travel auction website) Create & Test Urgency:  “When  we’re  in  a  hurry,  we  love  to  be  guided”   Significant more submits, but.. Less registrations
  • 27. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Direct Priming: " Online Dialogue newsletter headline test Create & Test Direct  Priming:  “RepeAAon  leads  to    quicker  reacAons”   (Title first article) (Title last article) +42% clicks Outgoing clicks from within the newsletter by members who opened the newsletter
  • 28. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Choice Paradox" MoneYou Call-to- Action test on product detail page Create & Test Choice  Paradox:  “We  love  a  few,  but  not  to  many  opAons”   +16% accounts + 2 5 4 % c l i c k s ( o n C TA a r e a )
  • 29. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Response efficacy" Kras.nl travel booking form sales uplift Create & Test Response  efficacy:  “We’re  more  likely  to  act  when  we  believe  it  will  actually  have  the  desired  effect”   +18% sales
  • 30. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Ambiguity aversion" F reo.nl: more applications from the app lication form Create & Test Ambiguity  Aversion:  “We  prefer  opAons  that  are   certain”   +10% applications
  • 31. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon V isuel cue:" Ho tel Schiphol – airport hotel homepage – scroll promotion Create & Test Visual  Cueing:  “Our  aEenAon  is  very  easily  influenced”   -23% bouncerate + significant sales
  • 32. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Framing:" Mon eYou email & landingpage test - productname Create & Test Equivalence  Framing:  “The  way  things  are  stated  or  portrayed,  highly  influences  our  choices”   Significant more account opens
  • 33. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Conceptual Contrast:" Onlin eOptimizers.eu Analytics & Conversion – job postings Create & Test Ugly  Brother:  “The  way  things  are  stated  or  portrayed,  highly  influences  our  choices”   Almost everyone chooses the maximum package
  • 34. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Te s t done? Analyze! Fact & Act &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  • 35. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Kras.nl from most sold to a last mi nute list" (same products in the list) Analyze +58% conversions B u t n o s i g n i fi c a n t t u r n o v e r d i ff e r e n c e
  • 36. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Banking: wha t is your interest rate position? Analyze PosiDon  targeDng:  “We  like  basing  comparisons  on  just  a  few  aEributes”   Winner when number 1 Winner when not number 1
  • 37. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Product pages: CTA color? Analyze Goal-­‐directed  behavior   “We  need  other  persuasion  techniques  when  we’re  ‘geJng  things  done’  than   when  we  (want  to)  relax   Monday winner Saturday winner
  • 38. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Kras.nl: new & retur ning visitor diffe rences" C ategory overview page – which one has mo re conversions? Analyze Returning visitor winner New visitor winner
  • 39. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Essent Belgium: landingpage te st" W i t h or without social buttons more leads? Analyze Returning visitor winner New visitor winner
  • 40. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon MoneYou landing page redesig n" A/B-test – which one has more saving a pplications? Analyze +27% applications B u t … ( s e e n e x t s l i d e )
  • 41. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Let’s dive in the MoneYou A/B-test data:" conversion on a day to day basis Analyze Cum. Conversion % per day! Difference in cum. Conversion %! Conversion difference stabelizes! Conversion difference stabelizes! Why is the conversion percentage so high on these 2 days?! Why is the difference between A and B at first negative and than positive?! Hmm, euroclix.nl
  • 42. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Affiliate par ner" w ith motivation outside the MoneYou product Analyze Free money if you file an application
  • 43. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon MoneYou landing page redesig n" A/B-test – without visitor funding a ffiliates Analyze Cum. Conversion % per day! Difference in cum. Conversion %! Very stable differences! (with conversions)! Much shorter, difference in first days is caused by returning visitors (which we filtered out after this analysis)! +100% applications!
  • 44. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Combine & Tell Fact & Act &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  • 45. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon CRO becomes Customer Intellig ence Combine & Tell @barts | @tonw | @onlinedialogue http://ondi.me/chicago Conversion)Op,miza,on) Market'Research'
  • 46. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Telegraaf.nl: biggest Dutch news paper" first cookie concept: almost 100% opt-in Combine & Tell Defaults:   “We  tend  to  like  what  is  chosen  for  us”  
  • 47. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Telegraaf.nl: biggest Dutch news paper" first cookie concept: almost 100% opt-in Combine & Tell Reinforcements:  “We  want  to  hear  we’re  doing  good”  
  • 48. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Base o n customer intelligence:" we loved to be challenged Combine & Tell We won J
  • 49. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon We help and / or educate" Kras.nl: They won! Combine & Tell
  • 50. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Ever growing our customer knowledge 3 years of being a partner   MoneYou groei over jaren heen
  • 51. H o w t o c r e a t e w i n n i n g A / B - Te s t p l a n s ?
  • 52. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon @barts | @tonw | @onlinedialogue http://ondi.me/chicago Digital Data Persuasion Psychology How to create winning A/B-test p lans? Fact & Act
  • 53. @barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Presentation info: http://ondi.me/chicago @barts | @tonw | @onlinedialogue http://ondi.me/chicago Thank you! Thank you!
  • 54. one more thing… …we’ve located over 200 persuasion techniques…
  • 59. www.WheelofPersuasion.com The Wheel of Persuasion @barts | @tonw | @onlinedialogue http://ondi.me/chicago Temporary Access Code: “Chicago” (valid until Tuesday / June 13th )