why do optimization programmes get derailed? ddtt#7 amsterdam
TRANSCRIPT
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WHY DO TESTING PROGRAMMES GET DERAILED?
DDTT#7
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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 workflow management, collaboration & documentation
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LACK OF KNOWLEDGE
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NO STRUCTURED PROCESS
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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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EXTERNAL PARTNERS
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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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PEOPLE. PROCESS. PRIORITY.
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NO BUY IN
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TEXT
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TEXT
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OPTIMISATION IS A TEAM SPORT
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E E
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ENGAGE.EDUCATE.
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HERE ARE SOME THINGS YOU CAN DO 1. TEACH CRO THROUGH EXAMPLES 2. HOLD A TESTING HACKATHON 3. GET PEOPLE TO VOTE ON IDEAS 4. DISPLAY RESULTS & LEADERBOARD 5. ALWAYS PROVIDE VISIBILITY OF YOUR WORK
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HOW EFFECTIVE EXPERIMENTS IS HELPING TO SCALE
TESTING PROGRAMMES
DDTT#7
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STRUCTURE ROADMAPPING / PLANNING
COLLABORATION / ENGAGING TEAM & STAKEHOLDERS INSIGHTS
TIME SAVING ELEMENTS (INTEGRATIONS / REPORTS)
DDTT#7
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RESEARCH Document and store all yourresearch data from User tests,Heatmaps, analytics etc
GENERATE IDEAS & HYPOTHESES
MANAGE YOUR TEST PIPELINE FROMDESIGNING TO DEVELOPMENT, QA TO DEPLOYMENT
INSIGHTS ENGINE TO FIND QUICK ANSWERS
A COMPLETE PLATFORM TO HELP YOU MANAGE THE ENTIRE TESTING PROCESS FROM START TO FINISH
COLLABORATION
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Effective Experiments also integrates with tools that optimizers use
Many more integrations to be announced (heatmaps, user tests, eye tracking, etc)
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REMOTE TEAM SPREAD
ACROSS MULTIPLE COUNTRIES
COMMUNICATION KNOWING WHAT EVERYONE WAS DOINGKEEPING TRACK OF RESULTS
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CHALLENGES NIGHTMONKEY FACED
TOO MANY TOOLS
LOT OF TIME SPENT COPY/PASTING
DIDN'T WANT TO CHANGE THEIR EXISTING WORKFLOW
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IS EFFECTIVE EXPERIMENTS
RIGHT FOR YOU?
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EFFECTIVE EXPERIMENTSWANT A DEMO?
HTTPS://WWW.EFFECTIVEEXPERIMENTS.COM
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OPTIMISATION IS NOT A PROJECT.
IT SHOULD BE A BAU (BUSINESS AS USUAL) ACTIVITY
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Tell me about your optimization programmeGET IN TOUCH WITH ME
email : [email protected]
tweet me : @digital_tonic
Linkedin : www.linkedin.com/manueldacosta
DDTT#7