The document outlines 10 tips for increasing the ROI of Conversion Rate Optimization (CRO) programs, emphasizing the importance of validation, analysis automation, and understanding human behavior. Key strategies include maximizing bandwidth, proper statistical analysis, and ensuring collaboration among team members. It also highlights using A/B testing as a crucial validation method to improve outcomes.

1. 10 tips om de ROI van je CRO programma te verhogen
Tom van den Berg | Online Dialogue | Emerce Conversion 2019 | 11 april 2019

2. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

3. 10 tips om de ROI van je CRO programma te verhogen
Tom van den Berg | Online Dialogue | Emerce Conversion 2019 | 11 april 2019
Validatie

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#FAIL

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13. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
“Validation in every organization”

14. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

15. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Validation

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Digital
department
CRO Development
Online
marketing
Content
mangement

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CRO Development
Online
marketing
Content
mangement
Digital
department

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CRO DEV

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CRO DEV

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23. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Digital
department
CRO Development
Online
marketing
Content
mangement
Validation

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25%

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100%

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€

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ROI

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ROI
Investment
Return

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ROI
Investment
Quantity & Quality
Return

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Investment

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1

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1

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“Gas op die lolly”

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ROI
Investment
Quantity & Quality
Return

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Quantity

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2
Validation

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2
Validation
=
Velocity

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2 Validation = velocity

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4 Automate analysis

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ROI
Investment
Quantity & Quality
Return

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Quality

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CRO
5

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5
Analist Designer Psychologist Developer

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CRO
Data Design
Lead
PsyDev
Content
5

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CRO
Data Design
Lead
PsyDev
Content
5

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Overall
Evaluation
Criteria
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6 Overall Evaluation Criteria
1. One metric (Conversion Rate)
2. Main metric + guardrail metrics
3. One outcome (formula)

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7 Hierarchy of evidence

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Statistics8
1. Calculate runtime & MDE before
-> ondi.me/impact
2. Stick to it!!!

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9 Checks
❖ SRM
❖ Browsers
❖ Other segments
❖ All visitors in test
-> ondi.me/srm

57. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
9
SRM check
Variation A Variation B
Visitors 1.000 1.000
Conversions 184 162
Conversion rate 18,4% 16,2%
→ Variation B performs 12,3% worse
-> ondi.me/srm

58. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
9
SRM check
Variation A Variation B
Visitors 1.000 1.000
Conversions 184 162
Conversion rate 18,4% 16,2%
% new visitors 53% 60%
CR new 3,2%
CR repeat 35,6%
→ Sample isn’t representative
-> ondi.me/srm

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Human behavior
knowledge does add value
Customer journey
Hypothesis 1
A/B
test
A/B
test
Hypothesis 2
A/B
test
A/B
test

63. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Quantity
1. Maximize bandwidth
2. Process is key
3. Automate analysis
Investment
1. Decrease costs (hours per test)
ROI
Investment
Quantity & Quality
Return
Quality
1. CRO = team
2. OeC
3. Get the statistics right
4. A/B test is the right validation method
5. SRM checks
6. Human behaviour knowledge

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Pride
Bonus

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Pride
Humility
Bonus

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Digital
department
CRO Development
Online
marketing
Content
mangement
Validation

67. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

68. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

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70. 10 tips om de ROI van je CRO programma te verhogen
Tom van den Berg | Online Dialogue | Emerce Conversion 2019 | 11 april 2019
Validatie

71. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Thanks
Slides:
ondi.me/emerceslides
Learn more:
ondi.me/conversiespecialist
Tools:
ondi.me/crotools
Tom van den Berg
tom@onlinedialogue.com
Twitter: @tomvdberg!