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SUBTITLE BELOW!
Online Experiments:
!
Transactions!
Information!
Transformation!
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
Ton.Wesseling@onlinedialogue.com
Since 1999!
Ton Wesseling!
@TonW!
Ton.Wesseling@onlinedialogue.com
Challenge!
Ton.Wesseling@onlinedialogue.com
Optimization!
Ton.Wesseling@onlinedialogue.com
Innovation!
!
Optimization!
Ton.Wesseling@onlinedialogue.com
Innovation!
!
Optimization!
Ton.Wesseling@onlinedialogue.com
We believe!
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
We believe in!
Ton.Wesseling@onlinedialogue.com
First Party Data!
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
We believe in!
Ton.Wesseling@onlinedialogue.com
Analyzing!
First Party Data!
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
We believe in!
Ton.Wesseling@onlinedialogue.com
Running!
Online Experiments!
!
on First Party Data!
Ton.Wesseling@onlinedialogue.com
Online Experiments!
Ton.Wesseling@onlinedialogue.com
Digital growth optimization!
Analytics
 Psychology
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!
Ton.Wesseling@onlinedialogue.com
We believe!
Ton.Wesseling@onlinedialogue.com
Innovation!
!
Optimization!
Online Experiments!
Ton.Wesseling@onlinedialogue.com
Innovation!Optimization!
Online Experiments!
Ton.Wesseling@onlinedialogue.com
Innovation!Optimization!
Online Experiments!
Ton.Wesseling@onlinedialogue.com
Growth!
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
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
How many!
online experiments!
are you running!
per year?!
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
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
William Edwards Deming
Ton.Wesseling@onlinedialogue.com
Quality circle
Ton.Wesseling@onlinedialogue.com
Online Experiments!
Ton.Wesseling@onlinedialogue.com
Methods used to improve conversion
Ton.Wesseling@onlinedialogue.com
Methods companies plan to use
Ton.Wesseling@onlinedialogue.com
A/B-testing is
HOT
Ton.Wesseling@onlinedialogue.com
More tests, more growth?
Ton.Wesseling@onlinedialogue.com
Never satisfied with conversion rates
Ton.Wesseling@onlinedialogue.com
Start testing or test more
Ton.Wesseling@onlinedialogue.com
NO
Growth problems will disappear…
Ton.Wesseling@onlinedialogue.com
A/B-testing is not a solution
It’s a methodology
Ton.Wesseling@onlinedialogue.com
It’s part of a:
Continuous
Optimization
Program
Ton.Wesseling@onlinedialogue.com
Quality circle
Ton.Wesseling@onlinedialogue.com
This is how Deming used it
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
A
2009
Ton.Wesseling@onlinedialogue.com
B
2009
Ton.Wesseling@onlinedialogue.com
B
A
Winner
Ton.Wesseling@onlinedialogue.com
Page tests
Hypothesis
Ton.Wesseling@onlinedialogue.com
A
2012
Ton.Wesseling@onlinedialogue.com
B
2012
Ton.Wesseling@onlinedialogue.com
Winner
B
A
Ton.Wesseling@onlinedialogue.com
Page tests
Customer Journey
Hypothesis
Ton.Wesseling@onlinedialogue.com
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?
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
Book with your Valk account and get a €5 bonus
Easily control your booking with your Valk account
Ton.Wesseling@onlinedialogue.com
Take the next step
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
the

Methodology

of
Online Experiments
Ton.Wesseling@onlinedialogue.com
Deming model
Ton.Wesseling@onlinedialogue.com
Scientific method
Ton.Wesseling@onlinedialogue.com
F!
FIND
T!
TELL
A!
ANALYZE
C!
COMBINE
C!
CREATE
A!
ANALYZE
T!
TEST
FACT & ACT
Ton.Wesseling@onlinedialogue.com
F!
FIND
T!
TELL
A!
ANALYZE
C!
COMBINE
C!
CREATE
A!
ANALYZE
T!
TEST
F!
FIND
T!
TELL
A!
ANALYZE
C!
COMBINE
C!
CREATE
A!
ANALYZE
T!
TEST
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?
Ton.Wesseling@onlinedialogue.com
get more insights from science
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
ü Determinant study
F!
FIND
1) What will be the starting strategy?
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
Ton.Wesseling@onlinedialogue.com
ü By challenging your hypothesis!
5V	
A!
ANALYZE
2) Prioritize your hypothesis
Ton.Wesseling@onlinedialogue.com
A!
ANALYZE
2) Calculate your testing bandwidth
Ton.Wesseling@onlinedialogue.com
2) What to test where: Behavioral Intelligence Grid
A!
ANALYZE
Ton.Wesseling@onlinedialogue.com
A!
ANALYZE
2) Prioritize your hypothesis
Ton.Wesseling@onlinedialogue.com
A!
ANALYZE
2) Plot your hypothesis
Ton.Wesseling@onlinedialogue.com
A!
ANALYZE
2) Prioritize on potential impact
Ton.Wesseling@onlinedialogue.com
ü Based on potential impact and power
A!
ANALYZE
2) Experiments roadmap
Ton.Wesseling@onlinedialogue.com
Utilize your experiment capacity!
Ton.Wesseling@onlinedialogue.com
A/B-test development resources
Ton.Wesseling@onlinedialogue.com
A!
ANALYZE
C!
COMBINE
C!
CREATE
A!
ANALYZE
T!
TEST
T!
TELL
A!
ANALYZE
C!
COMBINE
C!
CREATE
A!
ANALYZE
T!
TEST
F!
FIND
Ton.Wesseling@onlinedialogue.com
C!
COMBINE
6)
 
 
Track experiments & store your insights
Ton.Wesseling@onlinedialogue.com
ü With your new first party data knowledge!
5V	
6)
 
 
Re-prioritize your hypothesis
C!
COMBINE
Ton.Wesseling@onlinedialogue.com
Experiments with significant insights
months
Ton.Wesseling@onlinedialogue.com
Growth!
Ton.Wesseling@onlinedialogue.com
the

Methodology

of
Online Experiments
Ton.Wesseling@onlinedialogue.com
F!
FIND
T!
TELL
A!
ANALYZE
C!
COMBINE
C!
CREATE
A!
ANALYZE
T!
TEST
F!
FIND
T!
TELL
A!
ANALYZE
C!
COMBINE
C!
CREATE
A!
ANALYZE
T!
TEST
Ton.Wesseling@onlinedialogue.com
T!
TELL
7)
 
 
Transform by telling stories
Ton.Wesseling@onlinedialogue.com
F!
FIND
T!
TELL
A!
ANALYZE
C!
COMBINE
C!
CREATE
A!
ANALYZE
T!
TEST
F!
FIND
T!
TELL
A!
ANALYZE
C!
COMBINE
C!
CREATE
A!
ANALYZE
T!
TEST
Ton.Wesseling@onlinedialogue.com
First Party Data!
Ton.Wesseling@onlinedialogue.com
Running!
Online Experiments!
!
on First Party Data!
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
Based on research
Ton.Wesseling@onlinedialogue.com
Online Experiments!
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
Innovation!
!
Optimization!
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
Ton.Wesseling@onlinedialogue.com
This is how Continuous Optimization Efforts!
are ACCELERATING the Growth of a Company!
Ton.Wesseling@onlinedialogue.com
How many!
online experiments!
are you running!
per year?!
Ton.Wesseling@onlinedialogue.com
Do you know how many!
online experiments!
you could run !
per year?!
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
SUBTITLE BELOW!
Online Experiments:
!
Transactions!
Information!
Transformation!
Ton.Wesseling@onlinedialogue.com
Ton Wesseling!
@TonW!

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Keynote on Online Experiments by Ton Wesseling - Online Dialogue at the Web Analytics Wednesday Amsterdam September 6th 2017