Slides of the keynote of André Morys at Conversion Hotel 2016: http://www.conversionhotel.com - Data + Psychology = Growth

1. THE GROWTH CANVAS™
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
IT’S NOT ABOUT TESTING…
ANDRÉ MORYS - CO-FOUNDER GLOBAL OPTIMIZATION GROUP

2. @morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
André Morys
@morysfollow me :-)

3. @morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
>170 Conversion Experts in 10 countries

4. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
W. Edwards Deming
„If you can't describe
what you are doing as a
process, you don't know
what you're doing.“

5. WTF

7. @morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
R E D U C E F R I C T I O N R A I S E M O T I VAT I O N
Average Uplifts of Experiments

8. Traffic
Website
Web
Analytics
The E-Commerce Paradox

9. Traffic
Website
Web
Analytics
Click
Hand
Motor Control
prefrontal Cortex
Limbic System
Perception
The E-Commerce Paradox
Exercise #1:
Answer these questions:
How much do you spend for traffic?
For the website maintenance?
For tools and analytics?
How much do you spend for understanding users?
-> Think about the ratio -> change it

11. @morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
Who is your customer?
What problem are you
solving?
What real problem are you
solving? (implicit goals)

12. Exercise #2:
Make a brainstorming to answer this question:
„What are the implicit goals of our customers?“
Try to find answers and
transform them in A/B-Tests to validate the effect.

13. „If you
double the number of experiments
you do per year you're going to
double your inventiveness“
Jeff Bezos, CEO amazon, 2004
Instant
Gratifi-
cation
Behavior
Pattern #1
Commit-
ment
Behavior
Pattern #3
Con-
venience
Behavior
Pattern #2
Habit

14. @morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
Top 10 E-Commerce Ventures Germany 2014
No Accident!
Exercise #3:
Select 10 cognitive biases and ask yourselves:
„How can these principles help us to sell more?“
Insert at least 1 Psycho-Growth-Hack to your testing backlog per month!

15. @morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
AnalyticsUser Research
Personas CRM
KPI- &
Goal Hierachy
Business Intelligence
Data Warehouse
Reporting
Customer
Journey
Persuasion
Architecture

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17. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
> Try iridion.com
Will the change be perceived?
Is the change relevant?
Can it change behavior?

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PersonalisationA/B-Testing Email
Conversion
Design
Persuasive
Copywriting
Conversion
Engineering
OPTIMIZATION

19. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
T-Test
Dominanz
Stimulanz
Balance
Control
x
20,52
19,19 19,38
Dominanz
Stimulanz
Balance
Commitment
x
20,21 20,75 19,56
D
S
B
-0,31 1,56 0,18
Ca. 77 % der Nutzer

20. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com

21. @morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
A Goal without a Plan is just a Wish.
A. Saint-Exupéry

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Organisation Skills Culture Businessplan
STRATEGY

23. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
0
100
200
300
400
500
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
F%&K
Organic Growth +10% CR p.a. +15% CR p.a. BTTF
Do the math!
Exercise #4:
„Build a business plan to allocate the right budget
for optimization.“
Influence the right KPI for your optimization process:
- Amount of Experiments
- Success-Rate
- Average Uplift / ROI

25. @morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
PersonalisationA/B-Testing Email
Conversion
Design
Persuasive
Copywriting
Conversion
Engineering
Prioritized Backlog
AnalyticsUser Research
Personas CRM
KPI- &
Goal Hierachy
Business Intelligence
Data Warehouse
Reporting
Customer
Journey
Persuasion
Architecture
Organisation Skills Culture Businessplan
OPTIMIZATION
PRIORITIZATION
STRATEGY
Plan
Analyse
Prioritize
Build
Measure & Learn

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@morys
Success is the result of a process,
not trial & error.

27. @morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
André Morys
CEO
Web Arts AG
andre.morys@web-arts.com
Tel. +49.6172.68097-15
Thank You!
Optimization Workflow
Management for free:
www.iridion.com