The document discusses optimization and testing in online marketing. It describes how the author learned to optimize websites by digging through log files and testing different variations, drawing inspiration from stories like Bill Murray's character in Groundhog Day who tries different things to win over a girl. The author advocates for a data-driven approach combined with persuasion psychology insights to continuously learn how to better serve visitors through optimization testing. The goal is to understand visitors' needs and test ways to help fulfill those needs for improved outcomes like increased conversions or sales.

1. ONLINE DIALOGUE
Guiding you to digital maturity
Winning at Optimization
#optimize #eweek Amsterdam
2013/10/09

2. Koning W illemshuis
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3. onlinedialogue.com
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4. Nature evolves, humans adapt
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5. We optimize
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6. In business
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7. We’re sooooo slow
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8. I’m a growth hacker
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9. Optimize with more impact
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10. Start-up world
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11. Investing in Start-ups
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12. Grow fast
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13. Or…
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14. The lean start-up
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15. Optimize or die
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16. My first websites
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17. Digging through log files
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18. Trying to improve
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19. I lear ned about him
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20. Quality circle
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21. So I started with:
0 / 1 Testing
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22. Then I lear ned about this story…
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23. Bill Murray
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24. Trying to get the girl
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25. Constant testing environment
A / B Testing
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26. Better Dialogue Optimization
Variation
A!
Default!
Variation
B!
Winner!!
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27. I started with this stuff
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28. On with the “Dramatic changes”
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29. How does Bill finally win Andie?
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30. Why is your visitor here?
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31. How can you
help your visitor
to fullfil his needs ?
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32. It’s not about conversion optimization
It’s about lear ning
how to serve your visitors!
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33. Ever been to Vegas?
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34. Automate the non lear ning stuff!
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35. Testing costs time
Use it to LEARN
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36. FA C T & A C T
Find
Analyze
Create
Test
Combine
Tell
&
Analyze
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37. Data Driven
Data Driven
Data
Data Driven
Data Driven
Data Driven
ata Driven
Data Driven
Data Driven
Data Driven
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Data Dr
Data Driven
@ To n W
Email: ton@onlinedialogue.com
Data D
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38. Psychologist
Persuasion Psycholo
rsuasion Psychologist
Persuasion Psychologist
Psychologist
Persuasio
Persuasion Psychologist
Persuasion Psychologist
Psychologist
Persuasion Ps
@BartS
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Twitter: @TonW #optimize

39. CRO magic
Data Driven
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+
Persuasion Psychology
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40. Wheel-of-persuasion.com
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41. Autonomy
+25% sales
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42. But.. same test
Significant more
submits, but..
Less registrations
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43. Layering
+14%
sales
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44. Statistics please…
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45. Obey the rules
1. Hypothesize
2. Fixed time
3. Significancy
4. Clean data
5. Segmentation
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46. Use psychology insights
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47. So you will lear n
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48. And will be able to improve
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49. And have the happy end
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50. ONLINE DIALOGUE
Guiding you to digital maturity
Winning at Optimization
#optimize #eweek Amsterdam
2013/10/09