Keynote Ton Wesseling - How to apply analytics within A/B-testing to maximize your growth
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Keynote by Ton Wesseling, CEO of Testing.Agency - How to apply analytics within A/B-testing to maximize your growth. Conversion Conference London, October 30, 2014 and Berlin November 3, 2014. WIth the 7 step growth optimization model FACT & ACT Ton explains how you should use analytics to maximize your growth speed.
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Keynote Ton Wesseling - How to apply analytics within A/B-testing to maximize your growth
- 1. MAXIMIZE YOUR GROWTH H o w t o a p p l y a n a l y t i c s w i t h i n A / B - t e s t i n g t o m a x i m i z e y o u r g r o w t h C o n v e r s i o n C o n f e r e n c e L o n d o n , O c t o b e r 3 0 t h 2 0 1 4 To n Wes s e l i n g – C E O – Te s t i n g . A g e n c y
- 2. Ton Wesseling | @ TonW Growth Hacker Ton Wesseling | @ TonW Maximize your growth #convcon Knowledge Lover Optimization Lunatic
- 3. Ton Wesseling - @tonw Ton Wesseling | @ TonW Maximize your growth #convcon ü More testing ü Quality Assurance ü Lower pricing
- 4. Online Experiments – A/B-testing Default" Variation B" Variation Winner!" A" Ton Wesseling | @ TonW Maximize your growth #convcon
- 5. Hyperlink junky Ton Wesseling | @ TonW Maximize your growth #convcon
- 6. Digging through log files Ton Wesseling | @ TonW Maximize your growth #convcon
- 7. Trying to improve Ton Wesseling | @ TonW Maximize your growth #convcon
- 8. Over and over again Ton Wesseling | @ TonW Maximize your growth #convcon
- 9. That is: 0 / 1 Testing Ton Wesseling | @ TonW Maximize your growth #convcon
- 10. But it should be like: Ton Wesseling | @ TonW Maximize your growth #convcon
- 11. Scientific approach A / B Testing Live Online Research Ton Wesseling | @ TonW Maximize your growth #convcon
- 12. Experiments “If you double the number of experiments you do per year you’re going to double your Ton Wesseling | @ TonW Maximize your growth #convcon inventiveness” Jeff Bezos, CEO Amazon – 2004!
- 13. Over and over again Ton Wesseling | @ TonW Maximize your growth #convcon
- 14. Growth like Amazon Ton Wesseling | @ TonW Maximize your growth #convcon German Ecommerce market, thank you André Morys
- 15. Growth Ton Wesseling | @ TonW Maximize your growth #convcon
- 16. Start-up world Ton Wesseling | @ TonW Maximize your growth #convcon
- 17. They don’t have the time to do this: Ton Wesseling | @ TonW Maximize your growth #convcon
- 18. Investing in Start-ups Ton Wesseling | @ TonW Maximize your growth #convcon
- 19. Grow fast Ton Wesseling | @ TonW Maximize your growth #convcon
- 20. Or… Ton Wesseling | @ TonW Maximize your growth #convcon
- 21. Speed up – more experiments Ton Wesseling | @ TonW Maximize your growth #convcon
- 22. Speed up – more people Ton Wesseling | @ TonW Maximize your growth #convcon
- 23. It takes many experiments to win Ton Wesseling | @ TonW Maximize your growth #convcon
- 24. Why is your visitor here? Ton Wesseling | @ TonW Maximize your growth #convcon
- 25. How can you help your visitor to fullfil his needs? Ton Wesseling | @ TonW Maximize your growth #convcon
- 26. It’s not about conversion optimization Growth is about learning how to serve your visitors! Ton Wesseling | @ TonW Maximize your growth #convcon
- 27. Automate the non learning stuff! Ton Wesseling | @ TonW Maximize your growth #convcon
- 28. Testing costs time Use it to LEARN Ton Wesseling | @ TonW Maximize your growth #convcon
- 29. FACT & ACT – 7 s t e p s t o l e a r n Find Analyze Create Test & Analyze Conclude Tell Ton Wesseling | @ TonW Maximize your growth #convcon
- 30. And how we use Analytics Ton Wesseling | @ TonW Maximize your growth #convcon
- 31. FACT & ACT Find Analyze Create Test & Analyze Conclude Tell Ton Wesseling | @ TonW Maximize your growth #convcon
- 32. Set up your user journeys Ton Wesseling | @ TonW Maximize your growth #convcon
- 33. Create segments to report on journeys Ton Wesseling | @ TonW Maximize your growth #convcon
- 34. Translate them to funnels Ton Wesseling | @ TonW Maximize your growth #convcon
- 35. Entry / Exit surveys Ton Wesseling | @ TonW Maximize your growth #convcon
- 36. Event tracking User User Ton Wesseling | @ TonW Maximize your growth #convcon Sessions Pageviews Events Session Pageview Pageview Session Pageview Event Event
- 37. Compare segments Ton Wesseling | @ TonW Maximize your growth #convcon
- 38. Now you’ve got specific spots to optimize Ton Wesseling | @ TonW Maximize your growth #convcon
- 39. FACT & ACT Find Analyze Create Test & Analyze Conclude Tell Ton Wesseling | @ TonW Maximize your growth #convcon
- 40. Enough traffic & conversions? Ton Wesseling | @ TonW Maximize your growth #convcon
- 41. Conversions via your optimization spot Ton Wesseling | @ TonW Maximize your growth #convcon
- 42. ABtestguide.com/calc Ton Wesseling | @ TonW Maximize your growth #convcon
- 43. Low significance levels ü Big chance the winner is not a real winner Ton Wesseling | @ TonW Maximize your growth #convcon
- 44. Low power levels ü Big chance a real winner is not recognized Ton Wesseling | @ TonW Maximize your growth #convcon
- 45. Tested percentage is a spread! Ton Wesseling | @ TonW Maximize your growth #convcon
- 46. Example test-setup Ton Wesseling | @ TonW Maximize your growth #convcon
- 47. Average power: 40% Ton Wesseling | @ TonW Maximize your growth #convcon
- 48. So: Ton Wesseling | @ TonW Maximize your growth #convcon
- 49. If there is enough traffic to test Ton Wesseling | @ TonW Maximize your growth #convcon
- 50. On page behaviour Ton Wesseling | @ TonW Maximize your growth #convcon
- 51. More details needed? Ton Wesseling | @ TonW Maximize your growth #convcon
- 52. Event flow reporting Ton Wesseling | @ TonW Maximize your growth #convcon
- 53. To have a clear vision what’s going on Ton Wesseling | @ TonW Maximize your growth #convcon
- 54. Combine this with persuasion knowledge Wheel-of-Persuasion.com Ton Wesseling | @ TonW Maximize your growth #convcon
- 55. FACT & ACT & Find Analyze CCrreeaattee TTeesstt Analyze Conclude Tell Ton Wesseling | @ TonW Maximize your growth #convcon
- 56. Now we use the A/B-tsting software Ton Wesseling | @ TonW Maximize your growth #convcon
- 57. Front end development Ton Wesseling | @ TonW Maximize your growth #convcon
- 58. We measure in Google Analytics Ton Wesseling | @ TonW Maximize your growth #convcon
- 59. They do have analytics – but not enough Ton Wesseling | @ TonW Maximize your growth #convcon
- 60. It also keeps you away from this failure Ton Wesseling | @ TonW Maximize your growth #convcon
- 61. Event tracking variation behaviour Ton Wesseling | @ TonW Maximize your growth #convcon
- 62. We can also use Google Tag Manager Ton Wesseling | @ TonW Maximize your growth #convcon
- 63. FACT & ACT Find Analyze Create Test & Analyze Conclude Tell Ton Wesseling | @ TonW Maximize your growth #convcon
- 64. Another error warning: ü You just go and dig unitil you find something (you will always find something that seems true BUT is not!) Ton Wesseling | @ TonW Maximize your growth #convcon
- 65. Analyze your fixed test length: ü Custom reports ü Google Analytics API ü Excel plugins ü With up front stated segments, conversion points and significance level Ton Wesseling | @ TonW Maximize your growth #convcon
- 66. Not significant ü It’s not a winner, stop ü But, it’s does not mean it’s a loser! ü Average: 30% of your tests will have winners Ton Wesseling | @ TonW Maximize your growth #convcon
- 67. FACT & ACT Find Analyze Create Test & Analyze Combine Tell Conclude Ton Wesseling | @ TonW Maximize your growth #convcon
- 68. Conclude ü Do nothing? or ü Re-test? or ü Implement? or ü Scale? and ü Continue or change test roadmap Ton Wesseling | @ TonW Maximize your growth #convcon
- 69. Knowledge library! Ton Wesseling | @ TonW Maximize your growth #convcon
- 70. Tell! It’s about learning how to serve your visitors! Ton Wesseling | @ TonW Maximize your growth #convcon
- 71. Experiments “If you double the number of experiments you do per year you’re going to double your Ton Wesseling | @ TonW Maximize your growth #convcon inventiveness” Jeff Bezos, CEO Amazon – 2004!
- 72. DIA Data Insights Action Ton Wesseling | @ TonW Maximize your growth #convcon
- 73. Without action, no growth Ton Wesseling | @ TonW Maximize your growth #convcon
- 74. Be like Bill, and win! Ton Wesseling | @ TonW Maximize your growth #convcon
- 75. Happy testing! Ton Wesseling | @ TonW Maximize your growth #convcon German Ecommerce market, thank you André Morys
- 76. Ton Wesseling | @ TonW Maximize your growth #convcon
- 77. SLIDES - #convcon Tw i t t e r : To nW L i n k e d i n : To nWe s s e l i n g E m a i l : To n .We s s e l i n g@Te s t i n g . A g e n c y