conversion 2017 - manuel da costa (effective experiments)
TRANSCRIPT
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ACHIEVING EXPERIMENTATION EXCELLENCE IN YOUR
ORGANISATION
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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
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WHAT THIS TALK ISN’T ABOUT
How to run A/B testsWhat tactics you should tryWhich testing tool to use
How to analyse testsStatistics
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LET’S LOOK AT SOME STATS ABOUT THE INDUSTRY FIRST
source : Econsultancy
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BUDGETS HAVE INCREASED IN HOUSE AND AGENCY SIDE
source : Conversion World
Source: Conversion World survey (2017)
62%51%
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FOCUS ON CRO ACTIVITIES HAS INCREASED IN HOUSE AND AGENCY SIDE
source : Conversion World
Source: Conversion World survey (2017)
81%72%
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TEXT
THE SHOCKING TRUTH ABOUT CRO PROGRAMMES
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THEY ARE NOT DONE WELL.
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WHY?
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TEXT
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NO BUY IN
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NO STRUCTURED PROCESS
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PROCESSES ARE NOT DEFINED OR STRUCTURED
Source: Conversion World survey (2017)
33% 31%
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LACK OF RESOURCES
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57% OF COMPANIES STRUGGLE WITH RESOURCES
Source: Conversion World survey (2017)
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THE WAY WE SETUP OPTIMISATION PROGRAMMES IS BROKEN
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TOOLS MAKETH NOT AN OPTIMISATION PROGRAMME
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THE CRO TECH LANDSCAPE
IN 2017www.conversionoptimization.tools
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OPTIMISATION IS NOT A PROJECT.
IT SHOULD BE A BAU (BUSINESS AS USUAL) ACTIVITY
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EXPLORING SUCCESSFUL OPTIMISATION PROGRAMMES
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HOW TO TRANSFORM YOUR ORGANISATION FOR HIGH VELOCITY
OPTIMISATION
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PEOPLE
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THIS IS YOUR MOST IMPORTANT ASSET.
HIRE THE RIGHT PEOPLE
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Part-time Conversion Optimiser
LEVEL 1
THE JACK OF ALL TRADES
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Conversion Optimiser
UX Designer Front End Developer
LEVEL 2
A DEDICATED CRO RESOURCE WORKING WITH MULTIPLE DEPARTMENTS
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Conversion Optimiser
UX Designer Front End Developer
LEVEL 3
Web Analyst QA Lead
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Conversion Optimiser
UX Designer Front End Developer
LEVEL 4
Web Analyst QA Lead
Conversion Optimiser
Statistician
Content Specialist
Psychologist QA Lead
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Optimisation Dedicated personnel
Maturity
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PROCESS
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IDEATEANALYTICS
USER RESEARCH
SURVEYS
HEATMAPS
HEURISTIC ANALYSIS
LIVE CHAT
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HYPOTHESIS
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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)
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WHAT CAN WE LEARN FROM THE EXPERIMENT
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PRIORITY
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PEOPLE PROCESS
PRIORITY
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PEOPLE PROCESS
PRIORITY
PEOPLE & PRIORITY BUT NO PROCESS = HAPHAZARD TESTING
!
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PEOPLE PROCESS
PRIORITY
PROCESS & PRIORITY BUT NOT THE RIGHT PEOPLE = AMATEUR CRO OPTIMISERS
!
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PEOPLE PROCESS
PRIORITY
PEOPLE & PROCESS BUT NO PRIORITY = BORED OPTIMISERS
!
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PEOPLE PROCESS
PRIORITY
A SUCCESSFUL OPTIMISATION PROGRAMME REQUIRES ALL THREE
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KEY TAKEAWAYS
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Thanksfor listeningWANT TO TALK TO ME?
email : [email protected]
tweet me : @digital_tonic
Linkedin : www.linkedin.com/manueldacosta