optimization culture
TRANSCRIPT
“ Sadly Thursday wasn't as good as we wanted interms of volumes...
Standard deveation
...and we are now 20 orders behind target.Issue seems to be related to CR. We are bringing moretraffic than last year but it's not converting as well.
= 46.9 orders
200 Employees35 Online4+2 Optimization
Traditional rootsOnline & OfflineB2C & B2B
Started CRO 24 months ago
Great KPI levelsfor experimentation
Every test
UX researchUX designFrontend developerWeb/data analystPsychologistE-commerce manager
Optional
Customer ServiceBusiness intelligence/FinanceBusiness sales (florists)External
People/skills involved
Customer journey phaseoptimization couples: 1x Optimization team1x Business user
Survey
Q1: Company type
Startup, online
Traditional, online + offline
Q2: How old is yourtesting program?
< 1 year 1-3 years 3 > years
You work at Booking (10 > years)
Q3: How big isthe testing team?
< 1 (it's you!)
5 >
Multiple teams
Q4: MGMT support
CEO is really enthusiastic abouttesting
It's more a small (side) project
Q5: How many experimentsdid you run this year?
< 10
10 - 50
50 >
You work at Booking ( 10.000 > )
PlatformPeopleProcess
Why do you need culture anyway?
Experimentation doesn'tcome natural to everyone
Lack of trust/understanding aboutdata/stats/experiments undermines
your authority
Silo’s don’t let you connect the dots
Successful optimization cultures... Broad data literacy, leadership & trust
Inquisitive, questioning cultureIterative, learning cultureBottom-up (Anti-HIPPO)Share learnings widelyClear north star goal
Things that didn't work
Own internal "Which Test Won"
Tell once, expect everyone to "get it"
Getting older, offline people on-board
Employee form for experiment ideas
Things that do work
Take care of your shit umbrella
Explain all research/experiment learnings
Transparent workflow tool
Calculate ROI in kr./€/$
Shared cross-team KPIs
Things I hope will work
Onboarding for peopleoutside the online team
Move away from "CRO" and "A/B testing",move to "Idea validation"
Quantifying every step inthe customer journey
Final thought(s)
Create the shortest single RegEx thatshows all order confirmation pages
regardless of language, platform andTLD. Exclude error pages.
RegEx challenge
“ Last week I did the challenge and I came up with.*\...\/((en|EN)\/)?(Pages\/)?(c|C)?onfirmation.*
...but I couldn't stop thinking about it, got abreakthrough and made it much shorter:
[a-zA-Z]\/(c|C)onfirmationWhat do you think?
