conversion hotel 2016 - andré morys

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

http://globaloptimizationgroup.com


André Morys @morys follow me :-)



>170 Conversion Experts in 10 countries


© 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.“

„A bad system will beat a good person every time.“

http://www.web-arts.com



R E D U C E F R I C T I O N R A I S E M O T I V AT I O N

Average Uplifts of Experiments


Traffic

Website

Web Analytics

The E-Commerce Paradox

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


Who is your customer? What problem are you

solving? What real problem are you

solving? (implicit goals)

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.

„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


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!


AnalyticsUser Research

Personas CRM

KPI- & Goal Hierachy

Business Intelligence Data Warehouse

Reporting

Customer Journey

Persuasion Architecture


> Try iridion.com

Will the change be perceived? Is the change relevant?

Can it change behavior?


PersonalisationA/B-Testing Email

Conversion Design

Persuasive Copywriting

Conversion Engineering

OPTIMIZATION


T-Test

Dom

inan

z

Stim

ulan

z

Bala

nce

Control

x20,52 19,19 19,38

Dom

inan

z

Stim

ulan

z

Bala

nce

Commitment

x20,21 20,75 19,56

D

S

B

-0,31 1,56 0,18

Ca. 77 % der Nutzer


A Goal without a Plan is just a Wish. A. Saint-Exupéry


Organisation Skills Culture Businessplan

STRATEGY


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


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


@morys

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


André Morys CEO

Web Arts AG [email protected] Tel. +49.6172.68097-15

Thank You!

Optimization Workflow

Management for free:

www.iridion.com

conversion hotel 2016 - andré morys

Presentations & Public Speaking