conversion 2017 - manuel da costa (effective experiments)

ACHIEVING EXPERIMENTATION EXCELLENCE IN YOUR

ORGANISATION

Hi!I’m Manuel

Founder, Effective Experiments

Founded Conversion World

I OPTIMISATION

4+ Years CRO strategy + consulting

Online community & virtual conference

All-in-one platform for CRO workflowmanagement, collaboration & documentation

WHAT THIS TALK ISN’T ABOUT

How to run A/B testsWhat tactics you should tryWhich testing tool to use

How to analyse testsStatistics

LET’S LOOK AT SOME STATS ABOUT THE INDUSTRY FIRST

source : Econsultancy

BUDGETS HAVE INCREASED IN HOUSE AND AGENCY SIDE

source : Conversion World

Source: Conversion World survey (2017)

62%51%

FOCUS ON CRO ACTIVITIES HAS INCREASED IN HOUSE AND AGENCY SIDE

source : Conversion World

Source: Conversion World survey (2017)

81%72%

TEXT

THE SHOCKING TRUTH ABOUT CRO PROGRAMMES

THEY ARE NOT DONE WELL.

WHY?

TEXT

NO BUY IN

NO STRUCTURED PROCESS

PROCESSES ARE NOT DEFINED OR STRUCTURED

Source: Conversion World survey (2017)

33% 31%

LACK OF RESOURCES

57% OF COMPANIES STRUGGLE WITH RESOURCES

Source: Conversion World survey (2017)

THE WAY WE SETUP OPTIMISATION PROGRAMMES IS BROKEN

TOOLS MAKETH NOT AN OPTIMISATION PROGRAMME

THE CRO TECH LANDSCAPE

IN 2017www.conversionoptimization.tools

OPTIMISATION IS NOT A PROJECT.

IT SHOULD BE A BAU (BUSINESS AS USUAL) ACTIVITY

EXPLORING SUCCESSFUL OPTIMISATION PROGRAMMES

HOW TO TRANSFORM YOUR ORGANISATION FOR HIGH VELOCITY

OPTIMISATION

PEOPLE

THIS IS YOUR MOST IMPORTANT ASSET.

HIRE THE RIGHT PEOPLE

Part-time Conversion Optimiser

LEVEL 1

THE JACK OF ALL TRADES

Conversion Optimiser

UX Designer Front End Developer

LEVEL 2

A DEDICATED CRO RESOURCE WORKING WITH MULTIPLE DEPARTMENTS

Conversion Optimiser

UX Designer Front End Developer

LEVEL 3

Web Analyst QA Lead

Conversion Optimiser

UX Designer Front End Developer

LEVEL 4

Web Analyst QA Lead

Conversion Optimiser

Statistician

Content Specialist

Psychologist QA Lead

Optimisation Dedicated personnel

Maturity

PROCESS

IDEATEANALYTICS

USER RESEARCH

SURVEYS

HEATMAPS

HEURISTIC ANALYSIS

LIVE CHAT

HYPOTHESIS

BECAUSE WE SAW (QUAL & QUANT DATA)

WE EXPECT THAT (CHANGE) FOR (POPULATION) WILL CAUSE (IMPACT(S))

WE EXPECT TO SEE (DATA METRIC(S) CHANGE) OVER A PERIOD OF (X BUSINESS CYCLES)

WHAT CAN WE LEARN FROM THE EXPERIMENT

PRIORITY

PEOPLE PROCESS

PRIORITY

PEOPLE PROCESS

PRIORITY

PEOPLE & PRIORITY BUT NO PROCESS = HAPHAZARD TESTING

!

PEOPLE PROCESS

PRIORITY

PROCESS & PRIORITY BUT NOT THE RIGHT PEOPLE = AMATEUR CRO OPTIMISERS

!

PEOPLE PROCESS

PRIORITY

PEOPLE & PROCESS BUT NO PRIORITY = BORED OPTIMISERS

!

PEOPLE PROCESS

PRIORITY

A SUCCESSFUL OPTIMISATION PROGRAMME REQUIRES ALL THREE

KEY TAKEAWAYS

Thanksfor listeningWANT TO TALK TO ME?

email : manuel@effectiveexperiments.com

tweet me : @digital_tonic

Linkedin : www.linkedin.com/manueldacosta